Channel 7: Bugaboo TV
Shaping a unified streaming vision through design discovery
Overview
In early 2024, I led a platform vision project for Bugaboo TV, the leading streaming service under Channel 7, one of Thailand’s largest TV networks. The goal was to merge Bugaboo TV and Bugaboo International into a single hub for Southeast Asian audiences.
I ran workshops, research, and stakeholder sessions, and presented a new strategic vision to over 30 stakeholders. The result was a shared roadmap that set the stage for the next-generation platform.
Toolkit
Miro, Figma, Lookback
My roles
Project planning, product strategy, UX research, stakeholder workshop, user testing, research report
Consulting team
Project manager, UI/UX designer, UX researcher, developer, product owner, business development
Duration
February - May 2023 (4 months)
Challenge
Merging two platforms with different features, users, and unclear goals meant we needed to align stakeholders, gather user insights, and define a clear, unified direction quickly.
Outcome
Through co-creation workshops, in-depth user studies, and market analysis, we delivered a design strategy, actionable insights, and a roadmap that guided the next phase of development.
Design Process
Background & clients
The project involved Channel 7 HD, the parent company of two platforms, Bugaboo TV and Bugaboo Inter. The client’s goal was to merge the platforms and introduce new features, but each served different user groups with unique functionalities, and the overall vision and strategy were still unclear.
Stakeholder workshops
To build early alignment, foster collaboration, and set clear goals, we ran a series of co-creation workshops using design frameworks such as stakeholder interviews, feature prioritization, user segmentation, and journey mapping.
We interviewed key decision-makers to uncover their goals, pain points, and success criteria. This helped us align on a shared vision and identify early challenges before they escalated into design constraints.
User segmentation
By mapping out distinct user groups across both platforms based on viewing habits and regional behaviors, we were able to understand who the merger should serve and where to focus differentiation efforts.
Journey mapping
We visualized each user group’s current experience across both platforms. This allowed us to pinpoint overlaps, identify friction points, and find opportunities for a more unified experience.
Feature prioritization
Using a 2×2 impact–effort matrix, we worked with stakeholders to evaluate proposed features. This exercise helped balance user value with business feasibility and created agreement on what to tackle first.
Desk research
I conducted competitive benchmarking from current entertainment/streaming platforms based on Bugaboo's competitors that share a similar target audience to understand how they approached similar challenges.
By analyzing competitors’ content strategies, monetization models, and UX patterns, we identified white space opportunities for Bugaboo to stand out.
Strategic takeaways from workshops
Establish a shared vision
Align on Bugaboo International as the guiding framework while selectively integrating high-value features from Bugaboo TV.
Prioritize high-impact features
As time and resources are limited, focus on features delivering maximum user and business value, setting lower-impact items aside.
Create a loveable brand
Identify what will resonate with users emotionally and culturally, preparing to dig deeper through targeted user interviews.
Validate ideas early
Next step is to test our hypotheses and concepts with users from both platforms to ensure design decisions are grounded in real behaviors.
In-depth user research
User validation played a key role in shaping our strategy. I conducted 18 in-depth user interviews across Thailand and neighboring countries to:
Understand viewing habits and motivations.
Identify pain points on current platforms.
Uncover insights from competitors platforms.
Validate assumptions from stakeholders.
Recommend actionable solutions.
Samples from user interview reports
Key findings
The insights revealed that advertising and content familiarity play a major role in user behavior, many users have emotional ties and memories with the Channel 7 brand. Their viewing choices are often driven by favorite actors, and they show selective purchase behavior, paying only for content they truly value.
Design recommendations
We synthesized research findings into clear, actionable design recommendations for the product design teams. These guided information architecture priorities, feature development focus, and UX principles for the upcoming design phase, ensuring decisions were grounded in user and business insights.
Design proposal & hand-off
Before handing off to the UX/UI design team, we created key concept screens and defined sitemap to visualize the proposed experience flow and design direction. This helped stakeholders clearly see how the new platform could bring the unified vision to life — from navigation and personalization to regional content access.
Sitemap : information architecture
Concept design : direction for key screens
What I learned
Stakeholder management
Learning to align differing priorities across departments and balance business goals with user needs through co-creation with the client.
Feature trade-offs
Discovering how to weigh impact and feasibility, realizing that saying no early can ultimately protect the user experience.
Workshops execution
Practicing designing sessions that balance structure and creativity, ensuring every voice is heard while maintaining the momentum.