Bluu

Overview

Bluu is a sports and entertainment app in the Caribbean that offers a variety of content, including live sports, WWE, and Paramount+. The goal was to increase content visibility and enhance homepage performance. Users were missing key promotions, especially for Paramount+ due to a weak visual hierarchy and an overemphasis on sports content.

I supported Bluu on an ongoing basis as part of a CMS agency team to execute design and facilitate communication between the client and the vendor's development team.

My role focused on maintaining a high-quality user experience by managing their CMS structure, refining navigation/UI, designing and publishing visual assets, and ensuring a smooth user experience through product testing and escalation. The work spanned web, mobile and TVs.

Design Process

As part of our continuous app management cycle, the standard workflow begins once monthly metrics become available (typically every 2-4 weeks). The overall process looks like:

Audit

Research Objectives

The goal of conducting data research is to:

• Identify and analyze user behaviour trends along with app performance data
• Analyze the growth and decline in metrics

Cleeng: User Data

I conducted data collection and analysis specifically for subscribers, churn rate, and MRR to understand user behaviour, identify retention challenges and optimize revenue growth. This involved collecting user data from the app, including engagement metrics, subscription patterns, and feedback, to create actionable insights for reducing churn and improving monetization strategies

QuickSight: Viewership Data

I collected data for viewership of the app as well, analyzing metrics such as total plays, users, session duration and content preferences to assess engagement trends and inform content strategy. This, combined with subscriber, churn and MRR analysis, provided a holistic understanding of user retention and monetization opportunities

Planning

Since this was an ongoing engagement rather than a project with a hard deadline, the planning phase emphasized building sustainable workflows, aligning with client objectives and scaling visual UX through CMS.

Objectives Identified Early:

• Improve discoverability and content engagement through homepage restructuring
  

• Standardize CMS modules for banner and thumbnail use

• Build a reusable QA process for visual integrity across devices

• Support marketing initiatives by designing promotional banners and layouts

Stakeholder Alignment:

• Met with client-side managers and executives to align on priorities
  

• Synced with developers on the vendor side to clarify CMS capabilities and constraints

• Coordinated with the internal team to ensure expectations were understood and fulfilled

Tool & Process Setup:

• Created QA visual checklist used in every release

• Built CMS content block documentation for editors

• Developed a banner design system (grid, typography, CTA hierarchy)

Design

Design decision

• Prioritized “above the fold” hero placement to increase visibility.
  

• Created banners with colour schemes aligned to content, clear text hierarchy and optimized for cross-platform technical requirements
  

• Implement a rotating schedule for hero image updates.
  

• Tailor content promotion based on viewership data
  

• Design solutions within technical constraints
  

Category Graphics

Promotional Banners

Hero Images

Product Testing

QA Checklist

• Built and used a standardized QA checklist
  

• Verify if the hero images appear as designed and direct users to the correct destination
  

• Validated CMS changes across platforms and devices
  

• Logged UI bugs and collaborated closely with devs for fixes pre-release via Jira
  

Accessibility Considerations

Evaluation

The viewership data will be reviewed next month, benchmarking against past performance to evaluate whether expectations were achieved

Takeaways

I did my very best designing the project making it user-centred while also keeping the business needs in mind, and I learned really a lot.

Impact

• Banner click-through rate increased by 22%
  

• Reduced design-production handoff time for banners by ~30%

• Homepage bounce rate decreased by 18%

What I learned

• Long-term UX impact often comes from small but scalable systems
  

• Visual QA is as crucial as initial design work in CMS-based platforms

• Clear documentation (checklists, templates, modules) empowers teams and reduces reliance on developers

• Collaborative communication across product, dev, and design accelerates outcomes and prevents rework