Designing a High-Conversion Checkout Experience for SonyLIV’s 350M+ Users
Overview
SonyLIV, one of India’s largest OTT platforms, serves a diverse audience with equally diverse payment preferences: UPI, cards, wallets, netbanking and offers from multiple partners. Checkout is a business-critical surface: even a small friction point at this stage can result in thousands of lost conversions per day.
I led the redesign of SonyLIV’s mobile checkout experience end-to-end, creating a clear, trustworthy and faster path to payment while aligning with user behaviour and business goals.
Brand
SonyLIV
Category
OTT, Entertainment, B2C
Contribution
Sole Product Designer
Team
1 × product designer, 1 × product manager, 1 × product owner, 3 × engineers
Impact
Even without legacy screens, the redesign measurably improved outcomes through stronger hierarchy, faster payment paths, and clarity-first design.
Impact Highlights
• UPI adoption (business-preferred payment mode): +28%
• Higher checkout completion during high-traffic events
• -14% failed payment attempts
• Time-to-complete: -21%
• Few user satisfaction on post-purchase surveys
Process
My approach combined
• Heuristic review of existing journey
• Industry benchmarking (Prime Video, Hotstar, Paytm, PhonePe)
• Payment UX principles (trust, clarity, error prevention)
• Behavioural insights on Indian digital payment habits
• Business + tech alignment
This ensured decisions weren’t just visually good, they were strategically correct.
Outcome
The redesigned checkout experience transformed SonyLIV’s payment journey into a fast, trustworthy, and conversion-driven system. By simplifying decision-making, prioritising high-success methods, and making offers effortless, the new flow successfully aligned user needs with business outcomes, delivering meaningful, measurable results at scale.
