#1 Smart Entertainment in Thailand

Overview

TrueID Thailand stands out as a prominent content provider equipped with a versatile mobile app, website, and TV Box. Renowned for its rich offerings, including the English Premier League, carefully curated Hollywood and Thai movies, as well as exclusive rewards and privileges, TrueID Thailand boasts a substantial user base of 4-5 million individuals.

In a bid to enhance user experience, particularly in late 2021, True ID embarked on a mission to redesign a completely new experience with global navigation and specific domain. And hence, Morphosis was hired to achieve the needs.

As part of this ambitious initiative, our team undertook the task of conceptualizing feature updates for various segments, namely Watch, Listen, Read, Community, Privilege, and Shopping. The aim was to provide TrueID Thailand's users with a faster and more efficient means of engaging with their preferred content, ensuring a seamless and enhanced entertainment experience.

Our Solution

To address the challenges, we initiated a series of workshops and brainstorming sessions, engaging stakeholders to gather insights. Prior to the design process, a thorough research was conducted to inform our decisions and ensure a comprehensive understanding of user needs.

Our goal was to enhance the overall user experience of TrueID's application, with a particular focus on mobile interface optimization. Beginning with the establishment of global navigation, we identified key domains for the app, including Today, Watch, Privilege, Community, and Call and Chat. This strategic categorization aimed to prioritize user access to relevant content seamlessly.

Subsequently, our team embarked on conceptualizing and defining the style for the design system and art direction. This comprehensive approach covered the entire visual identity of the True ID branding application, design guidelines, interaction methods, and preparation files for developers. This ensured a cohesive and visually appealing aesthetic across the entire application.

Our Process

We conducted a workshop with a purpose to detail the definition and structuring the UX journeys, laying a strong foundation before delving into the intricacies of visual design styles. Following this systematic approach, we transitioned to the testing phase of our initial MVP design, creating a prototype for direct user testing.

Collaborating closely with the TrueID team, we synchronized efforts to establish handover files, facilitating final adjustments, and meticulously reviewing each implementation provided by the stakeholders' team.

This collaborative and iterative process ensured a seamless transition from conceptualization to a refined and user-tested design, aligning with the objectives set in the workshop.

Stakeholder workshops → Research and analysis → Proposed solutions

Challenges we overcame

We launched the app MVP version in Mid 2021, and our collaboration with stakeholders continued as we embarked on a continuous improvement journey. This involved refining user journeys and features based on valuable data and analytical insights derived from the TrueID team.

Our commitment to ensuring the comprehensiveness of the MVP extended to encompassing all products and services, strategically aligning with the overarching business growth objectives.

We also prioritized the scalability of our design for future plans. Rigorous testing and validation readiness were integral aspects of our approach to guarantee the adaptability of the MVP. The creation of a global navigation system, though potentially intricate, was skillfully executed to strike a balance between sound functionality and user-friendly simplicity.

In addition, our team established a framework for design flexibility and guidelines. This initiative empowered the business team to seamlessly launch campaigns and advertisements within the TrueID app.

By anticipating future needs, ensuring scalability, and providing a user-friendly environment for business initiatives, our post-MVP efforts were geared towards sustained success and adaptability.

Keeping True to TrueID

We prioritize maintaining TrueID's identity and reputation, staying true to the brand's visual style and showcasing its well-known products. Our commitment extends beyond the MVP, working collaboratively with TrueID to ensure an ongoing excellent user experience.

By emphasizing identity, visual style, and key products, we aim for sustained success and positive user engagement beyond the initial stages.