Vertigo
Native Mobile Streaming App
Project Overview
App Type: Vertical streaming app (short- and long-form video, optimized for mobile).
Target Audience: Gen Z and Gen Alpha digital natives (13–25) who primarily consume video on mobile.
Primary Goal: Deliver immersive video entertainment in a natural, swipe-first format that feels intuitive, personalized, and community-driven.
Mission: To create the most frictionless mobile-first streaming experience by blending the engagement of TikTok with the depth of Netflix, designed exclusively for the vertical screen.
Mission: To create the most frictionless mobile-first streaming experience by blending the engagement of TikTok with the depth of Netflix, designed exclusively for the vertical screen.
Problem & Solution
Problem:
Gen Z/Alpha find traditional streaming platforms outdated, requiring horizontal orientation and clunky browsing.
Content discovery feels overwhelming, with too much choice and too little personalization.
Most apps either focus on “snackable” clips or full-length shows, but not both.
Solution:
A vertical, swipe-native streaming app combining short-form discovery with seamless transitions into long-form episodes.
Smart algorithm introduces fresh content while reducing choice overload.
Social features (reacts, watch parties, live Q&As) make streaming more communal and less isolating.
My Process
My Role:
Sole Product Designer (concept → research → flows → UI).
Process:
Define target audience pain points.
Conduct competitive scan of streaming and short-form apps.
Create persona & flow based on insights.
Design wireframes in Figma; iterate with feedback.
Tools:
Figma, Miro (for flows), Notion (notes), WebAIM contrast checker.
Research &
Compteitor Analysis
Competitor Analysis:
TikTok → engaging vertical feed, poor for narrative content.
Netflix → deep content, weak mobile UX.
Quibi (failed) → proved there’s demand, but execution faltered (short-form only, poor discovery).
Key Takeaway: Users want both quick discovery and depth, with better personalization and social context.
User Insights (lightweight research):
Digital natives expect frictionless, swipe-based navigation.
They crave personalization (“show me what I’ll actually like, not everything”).
Entertainment is a social currency; features to react/share are must-haves.
User Persona
Name: Jada
Age: 19
Demographics: Gen Z college freshman, city girl, always on her phone.
Goals: Quick entertainment between classes, discover shows trending with friends.
Frustrations: Too many choices, hates rotating phone, doesn’t finish shows that feel like “work.”
Quote: “If I can’t swipe into something fun in 10 seconds, I’m gone.”
User Flow
Open App
For You Feed
Save Video
Engage (Comment, Like, Share)
Swipe Left
(Next Chapter)
Swipe Left
(Next Chapter)
Swipe Up
(Next Video)
Mockups
Splash Screen
For You Screen
Swipe Right Left Gesture
Next Chapter Screen
Swipe Up Gesture
Movie Info Screen
Long Form Watch Screen
Watch Menu Screen
Browse Screen
Saved Screen
Retrospective
What Worked:
The vertical-first approach feels natural for digital natives, blends discovery and depth. Persona-driven flows helped narrow scope.
What Didn’t:
Lack of real user testing due to time constraints. Some features (watch parties, live events) need more validation.
Next Steps:
Test with real users for stickiness.
Refine personalization algorithm.
Explore monetization (ads vs. premium).
Vertigo