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Tencent Video
In Summer 2025, I interned as a Product Designer at Tencent MXD, the experience design department for Tencent Video, one of the largest streaming platforms in China with over 120 million paid subscribers.
Over a 12-week internship, I focused on designing for Tencent Video and WeTV (its international version) TV apps.
Shipped
Tencent Video Daily Film Picks
Designed and launched a 0→1 film recommendation feature
I led the design of the Daily Film Picks feature in the Tencent Video TV App’s Movie Channel. This feature recommends one editorially curated film each day to boost engagement and support the platform’s shift toward premium content.
Role
Product Designer
Skills
Design concept development
Product design
Interactive prototyping
Motion
Timeline
June 2025 → July 2025
Tools
Figma
Team
2 product managers
2 developers
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%
Design Delivered
WeTV Revamp
Redesigned for user growth in international market
During my internship at Tencent, I participated in the redesign of WeTV, the international version of Tencent Video.
In this project, I led the design explorations on five types of content containers in WeTV: New & Must-See Hits, Continue Watching, Featured, Ranking, and Collections.
Role
Product designer
Skills
Design concept development
Product design
UI polish
Timeline
August 2025
Tools
Figma
WeTV Current Design
The design hasn't updated since 2022.
Problems
After reviewing the current design of WeTV’s content containers,
I identified three key issues:
Outdated Interface
WeTV design has remained unchanged since 2022, creating inconsistencies with Tencent Video’s design system.
Monotonous Browsing
Content containers lack variety, resulting in a dull browsing and discovery process with limited exploration efficiency.
High Cognitive Load
Container sizes are too small, making it burdensome for users to rely on posters when making viewing decisions.
Why are these problems urgent?
User research shows that on average, users:
Spend 82% of their time browsing
And spend within 1.8 seconds to make a watch-or-skip decision
Therefore, it is It is crucial to enhance content appeal through interface design.
Competitive Analysis
We conducted a study on competitors in the North American market to identify trends in international experience design, as well as North American users’ established usage habits and aesthetic preferences.
These insights clarified WeTV’s design positioning in the North American market and revealed opportunities for differentiation.
Two Major Structures in Competitors
Design
WeTV Structure
We employed a top-navigation structure for WeTV,
maximizing space for content and enhance discoverability:
Content Container Types
For a more engaging browsing and discovery experience, content containers were divided into the following categories,
each with a distinct design to add variety to the interface:
New & Must-See Hits
Continue Watching
Featured
Ranking
Collections
New & Must-See Hits
Continue Watching
Featured
Ranking
Collections
