2025
Shipped
OTT
Smart TV
Tencent Video TV: Daily Film Picks
A curated daily recommendation feature to form habitual visits and reduce decision fatigue in Smart TV
Role
Product Designer
Skills
Concept Development
UIUX Design
Interactive Prototyping
Motion Design
Duration
June 2025 → July 2025
(6 weeks)
Team
2 Product Managers
2 Developers
01
Tencent Video TV, A Massive Platform
Tencent Video is one of China’s leading long-video streaming platforms, with over 350 million monthly active users and more than 110 million paid subscribers across devices.
Its Smart TV app, Tencent Video TV, reaches 119 million monthly active TV devices, covering nearly 41% of China’s active smart TV ecosystem in 2025.
Tencent Video TV’s long-form content library is composed primarily of serialized TV dramas and feature movies, complemented by variety shows, documentaries, and other long-form genres.
This establishes Tencent Video TV as a critical platform for long-video, lean-back viewing experiences.
Monthly Active TV Devices
119 Millions
Across China’s Smart TV Ecosystem
41% Market Share
02
High-Level Challenges for Tencent Video TV's Movie Channel
(1)
More Commitment,
Low Entry Frequency
Unlike episodic content, movies require a full-session commitment. Users visit the Movie channel less frequently, making daily activation difficult.
(2)
Choice Overload
in a Vast Movie Library
With thousands of movies available in Tencent Video TV, users face cognitive overload. The absence of a clear starting point increases hesitation and browsing fatigue.
(3)
Lack of
Habit Signals
Movies lack built-in continuity cues such as “new episode.” Without structured rhythm or editorial guidance, repeat visitation patterns remain weak.
→ These high-level challenges lay the ground for introducing the Daily Film Picks feature.
03
Daily Film Picks Ecosystem
Curator
Each day, a curator selects one film
and writes a short recommendation.
→
Audience
Instead of browsing thousands of titles,
audience see a clear, human-framed choice.
→ On Chinese content platforms, editorial curation remains a core engagement strategy.
Visible human recommendations increase trust and reduce hesitation.
04
Target Users
On Chinese content platforms, editorial curation remains a core engagement strategy.
Visible human recommendations increase trust and reduce hesitation.
Project Timeline
This project took 6 weeks from design to launch.
Goals
Beyond the basic goal to boost audience engagement, I saw this feature as an opportunity to reinforce Tencent Video’s premium positioning.
Problem
Concluding the goals, I framed the problem statement as follows:
How might we…
Design a daily film recommendation feature that builds consistent viewing habits, increase engagement, and highlights quality content?
Solution
To answer this question, I proposed three solutions. The first and second are directions for UIUX design, while the last one aimed at branding for this feature.
Flowchart
I crafted a flowchart, mapping users workflow from entering the Daily Film Picks feature through the Movie Channel to the video player interface.
Visual Identity
To reflect this feature’s focus on human curated film recommendations, I designed a visual identity inspired by print textures and the aesthetic of art magazines.
Inspiration
Long exposure photo freezes time into a visual form
— extracted horizontal lines as connectors
Art publication cover design, clean and tactile
— extracted solid color blocks paired with serif type
Logo
Colors
Entry Card Design
A/B Testing
In this project, I designed 3 interfaces in total. For each interfaces, I designed two versions for A/B testing.
High-Performance TV Entry
Tencent Video classifies TVs into high and low performance versions,
for which I designed two corresponding entry pages.
Selected Version
Improved information hierarchy
Feature logo iteration
Selected information display
Unselected Version
Weak date-recommendation relevance
Excessive information
Redundant, repeated logo display
Low-Performance TV Entry
Selected Version
Improved information hierarchy
Differentiated visual style from other components on this interface
Unselected Version
Over-emphasis on film titles
Visual style not distinct
Film Selection Subpage
Selected Version
Improved timeline design
Improved information hierarchy
Featured quotes from selected films
Unselected Version
Complicated date design
Weak information hierarchy
Final Design
To communicate with the developers, I created an interactive prototype with motion design.
Outcome
This project successfully launched in July 2025.
By August 2025, the Daily Film Picks feature achieved the following metrics:
1.92%
Click-through Rate
exceeding the target of 0.92%
3.35%
Unique Click-through Rate
exceeding the target of 2.35%