Conventional wisdom says: if it's not broken, don't fix it. However, as technology, hardware, and software improve, the UI of your video service should too. Design is about creating not only appealing visuals but getting to know the user, their needs, and their frustrations. Data-driven design (DDD) is the method of using data to make more informed design decisions. This includes (but is definitely not limited to) employing techniques like screen recording, heatmaps, eye tracking, quick prototyping, surveys, guided interviews, and A/B testing.

This white paper explores the various OTT challenges that DDD can solve and gives examples of the tools needed to take your UI strategy to the next level.