To results
Televzr pro
Drove a media library app from 0 to profitability as founding designer
  • Duration
    2018 — 2020
  • Role
    Lead Product designer
  • Work & Impact
    • Defined brand identity and visual style
    • Tested product hypotheses
    • Designed UI mockups
    • Designed UI animations
    • Built user flows
    • Conducted hallway testing
    • Analyzed data for bottlenecks
    • Grew key metrics
    • Optimized sales funnels
    • Gathered user research insights
    • Enhanced UX copy and microcopy
    • Created UI component library
    • Shaped product value via JTBD
  • Key Highlights
    • 50M+ MAU
    • Target Markets: U.S., India, NZ
    • 100% data-driven
    • Large-scale A/B testing & research
    • Built from scratch → profitable
  • X2
    Revenue growth
  • 12%
    Retention scale
↓
The 3205 team ran SaveFrom.net, a top-100 global site enabling media downloads via direct links, with 50M monthly users. Facing legal challenges from copyright holders, we developed a new standalone product to transition paying users to a sustainable, compliant model without sacrificing service quality
Research
Surveys
Got three main user segments: educators prepping lessons, clergy collecting sermons, and viewers with poor connectivity—revealing unexpected professional demand beyond casual use

Cust dev
U.S. user interviews highlighted key use cases—like offline viewing during flights and travel—confirming product-market fit and strong payment intent among target audiences
Legacy
The product began as a functional MVP that addressed core user needs, but faced significant challenges including poor performance, unclear UX, and low conversion rates.
↓
We used the JTBD framework to guide our design process, focusing on the core goals users aim to achieve—alongside key business objectives. After analyzing MVP conversion metrics, the product manager and I identified a critical drop-off point: many users abandoned the app after just one session.

To address this, we prioritized simplification—streamlining the product to make it more intuitive and aligned with user expectations. By reducing friction and leveraging familiar UX patterns, we aimed to boost retention and drive higher conversion rates.
Job Mapping
When I find interesting video/audio online, I want to save it instantly to enjoy without buffering, ads, or internet dependency

  • Instant saving (no complex steps)
  • Offline access (no internet needed)
  • Uninterrupted experience (no ads/buffering)
Objectives
There is a clear connection between user goals and business objectives. Users want to know how to get content, how to consume it, and how to get more of it. By meeting this need, businesses can retain users and generate more revenue.
How to?
Get
Consume
Get more
Retention
Revenue
↓
To address these objectives, we have thoroughly revised and updated the design of the application, as well as the onboarding process and scenarios. These emphasized key interface elements, simplify texts, and generally reduce the cognitive load on user.


Key Improvements:

  • User-Centric Simplification: Removed unnecessary complexity, focusing on core JTBD
  • Familiar UX Patterns: Aligned interactions with user mental models to reduce learning curves
  • Retention Focus: Addressed the "one-time use" issue by improving onboarding and value clarity
Hallway Testing
To get quick feedback, I often ran hallway tests. I'd draft an idea, build a clickable Figma prototype, then grab people to test it. Reality check guaranteed.

Once when the office was empty, I took my laptop to outdoor cafes and asked strangers to test. Surprisingly effective.
Emphasis
The design directly addresses users' 'how to' needs by emphasizing the download button as the primary visual focus.
Simplification
Reduced cognitive load through minimalist design—like simplifying the download screen to a single input field.
UX writing & microcopy
Implemented rigorous text optimization across all UI elements - rewriting explanations, labels, and CTAs through iterative A/B testing to maximize clarity while minimizing reading load

Example #1
To optimize first-session onboarding, we redesigned the click-through tour with three key improvements:
  • Minimalist text (short directional cues only)
  • Just 3 essential, non-skippable steps
  • Visual progress indicators
This addressed the core UX conflict: mandatory tours create friction, yet users consistently skip or rush through them. The timed, streamlined version reduced abandonment by 22%
Through three iterations, we streamlined the tooltip from detailed content to just one clear phrase
Example #2
Only 71% of users revisited the download section. To improve conversion, we tested a simple microcopy change on the download button—replacing 'Add new video' with 'Download or add.' This increased revisit rates from 71% to 80% and repeat download conversions from 57% to 69%
→
%
69
57
Recurring download
→
%
80
71
Repeat visits to the section
↓
We developed a unique visual style for the product to make it stand out. This helped achieve two important goals: building trust with users and creating pride within our team.
Logotype
Our simple final design resulted from multiple iterations of testing different visual elements and analyzing users and the team responses
Branded graphics
The graphics wanted to be trending (at the time), but not too flashy. The result was two-color 3D. The whole style was based on the absorbing white space. Since the essence of the product is the user's content.
↓
We've implemented focused UX improvements along the way. Not all UX tweaks targeted metrics—many were just about better user care.
Quality selection
Problem
Users faced difficulties when selecting video quality, which unexpectedly hurt conversion rates at this step

Challenge
We needed to simplify the interface to eliminate confusion without disrupting the user flow

Solution & Result
  1. Reduced cognitive load by minimizing required actions
  2. Replaced complex controls with a single primary button
  3. Made quality selection a natural next step in the process

One-click solution fixed errors and improved conversions
Slow connection
Problem
Users with slow internet abandoned the app after first download — no visible progress and unwillingness to wait

Challenge
Keep users engaged by clearly displaying download progress and estimated wait time

Solution & Result
  • "Slow connection" warning
  • Quality reduction suggestion
  • Estimated download timer

Improved user patience, reduced drop-off rate
Player redesign
Problem
The player panel occupied excessive screen space, especially on mobile devices, distracting users from content

Challenge
Optimize UI space while maintaining full functionality when needed

Solution & Result
Created adaptive panel that:
  1. Minimizes to play button when idle
  2. Expands during playback
  3. Shows full controls on hover

Smart player reduced UI clutter and increased mobile usage

(Originally, we wanted cursor-controlled full-screen player controls - see below)
Legal risks
Problem
A legal issue emerged because our "Lifetime" subscription plan restricted future product changes and updates

Challenge
We needed to rename subscription plans without hurting sales conversions

Solution & Result
  1. First, we tested changing "Lifetime" to "12 months" → Conversion dropped sharply (0.019% → 0.001%)
  2. Then we tried "One-time fee" with pop-up details → Achieved 0.015% conversion. Slightly lower than original, but acceptable for business

One-click solution fixed errors and improved conversions
Advanced settings
Problem
Professional users reported incompatibility with their specialized video codecs and hardware setups

Challenge
Address niche professional needs without high development costs

Solution & Result
Added an "Advanced Settings" section for:
  • Custom codec support
  • Hardware configuration options

Delivered pro-grade features cost-effectively, improving niche UX
Themes
Not a problem, but...
After solving core issues, the team wanted to enhance UX beyond just fixing problems

Challenge
Implement enjoyable, non-essential features that would still engage users

Solution & Result
  1. Started with a Christmas holiday theme
  2. Expanded to multiple color/themed profiles
  3. Analytics showed strong user retention on new themes

Fun themes boosted engagement while building our customization framework

↓
In the process we conducted A/B tests in different parts of the interface, tracked user sessions via an activity tracker and communicated with users. Conversion has definitely increased in all key aspects.
11
%
18
Authorized
Before
After
73
%
86
Downloaded
the first file
34
%
48
Opened the
download section
91
%
95
Started
downloading
23
%
35
Downloaded
the second file
↓
The website and landing pages were the main parts of the sales funnel. They were the most important part of the sales process and were changed and tested a lot to improve conversions.
Sales funnel
We built the funnel starting from download, repurposing a similar product's flow. It guided users through format upgrades to premium offers, maintaining conversions with minimal development
Final Result
Achieved a 2X increase in sales by:
  • Simplifying the visual style
  • Reducing cognitive load
  • Making the offer clearer
Tackled rising user churn by introducing a tailored offer for drop-off traffic
→
%
0.14
Made
a purchase
0.42
→
%
1.33
Selected
a subscription option
5.93
→
%
33.32
Scrolled down
to subscriptions
75.28
→
%
90.90
99.93
Got
a download
Churn fix
Approximately 50% of landing page visitors were exiting without attempting to download. To reduce this bounce rate, we tested various exit-offer solutions that ultimately increased download conversions to 70-74%.
Redesign Examples
We streamlined the design language across the entire funnel, ensuring full visual harmony with the app
↓
Some planned features required integrating a library with the mobile app (including sync functionality). This part failed due to a misjudgment: we tried to develop and implement everything at once, directly copying mechanics from the desktop app. This caused implementation issues and missed deadlines.

Key takeaway: I learned to apply the "cupcake approach" (iterative development) instead of overcommitting upfront.
App map
Main functionality
Lists and menus
Player
Music
Results
  • Redesigned & Launched: Successfully rebuilt the product and migrated a segment of users as planned

  • 2X Revenue Growth: Doubled sales through improved UX and conversion optimization

  • Self-Sufficiency Achieved: Reached team profitability and began generating consistent business profit
By relaunching a streamlined version, we not only doubled sales but also transitioned the team to profitability—turning the product into a revenue driver