Refining online experiences for DStv’s original product channels across Africa
Client
DStv
Don’t Look Down
DStv’s 22 original production channel websites had not kept pace with changing user expectations or evolving business goals. User journeys were fragmented, key content was buried, and engagement features were underutilised.
To address this, I needed to rethink the entire site experience to better serve audiences while supporting DStv’s broader digital strategy.
My role
UX design
UX research
UI design
Information architecture
Data synthesisation
Outputs
Responsive design website template (In development pipeline for 2025)
Insights to impact
We combined user interaction analytics with quantitative surveys to uncover user needs and pain points. By mapping these insights to site performance data, we identified misaligned content structures, redundant features, and underperforming engagement touchpoints.
Through collaborative workshops with key stakeholders, we aligned our UX recommendations with the business objectives, from increasing engagement with exclusive content, increased discoverability of DStv Stream to driving cross-platform and domain interaction.
Modern moves
I restructured the information architecture to surface high-value content more intuitively. Legacy features were streamlined or retired to reduce bloat. I designed new engagement mechanisms inspired by user behavior — including short-form video reels, interactive stories aligned to Instagram and WhatsApp expectation, and mobile-first games and competitions.
The updated UI was refined to deliver this refreshed experience while staying consistent with DStv’s broader digital ecosystem.
Ready for what’s next
The redesigned platform connects audiences more seamlessly with original productions and drives deeper engagement through intuitive, mobile-first interactions. The solution was stress-tested and refined in close collaboration with DStv’s original production teams and their production partner, Don’t Look Down, ensuring alignment with stakeholder goals and user needs before launch. The result is a future-ready foundation for DStv’s evolving digital content and engagement strategy across African markets.
