Branding
Color
The primary color was chosen based on an analysis of the product's positioning and its target audience: young females.
To reinforce the brand identity, pink tones were selected as the main color. Additionally, three secondary colors were introduced, primarily for use on sub-menu pages and to differentiate various functions within the app. This color scheme ensures a cohesive and recognizable visual identity while also enhancing the user experience by providing clear distinctions between different app features.
Logo
The logo will be prominently featured in marketing promotions as well as on the login page.
The three-dimensional "K" and "D" letters represent the acronym for Korean Drama. Different shades of pink gradients were used to create the 3D effect, adding depth and dimension. The play button icon placed in the center of the "D" emphasizes the app's core purpose—streaming content. This design is modern, dynamic, and immediately communicates the app's focus on providing a seamless and engaging entertainment experience for users.
Primary
Secondary color
#FC999A
#9FAC7D
#93AFEC
#FBC503
Icon
The four sub-function icons are designed in the same line style as the logo. The overlapping effect adds depth to the visual language while maintaining simplicity, reinforcing the brand's identity, and creating a cohesive look.
This design ensures that each icon feels integrated into the overall branding, providing a unified and visually appealing experience for users across the app.
KDrama - Watch Korean TV Shows Online
From BTS to Squid Game, K-pop has transcended South Korea and Asian countries, reaching a global audience.
According to a recent survey on the worldwide popularity of K-pop, the majority of respondents felt that K-pop was widely recognized and enjoyed by the public, no longer limited to fan circles. This growing demand for Korean entertainment has inspired the creation of the platform KDrama. It’s a video streaming app where users can watch all Korean TV shows in real-time, simultaneously with Korean TV channels like KBS and SBS.
APP DESIGN
To differentiate from other online video platforms, users can build their own community within the app. This includes following their favorite K-pop stars’ recent activities, creating group discussions, and getting firsthand information from other fans. All the content is UGC (User-generated Content), which helps drive more active engagement and keeps users coming back.
Competitive Product Analysis
Offered as a standalone service or as part of Amazon's Prime subscription.
Amazon Channels offers an add-on service with additional channels, such as Epix, Starz, Pantaya, and Discovery+.
Requires a full Prime subscription to be accessed
A lot of content requires an additional purchase
Martket positioning
Pros
Cons
Simultaneous login on up to six devices
Available for offline viewing
Ad-free subscription service with a low monthly fee.
Limited library and lack of award-winning content
Episodes are released weekly
Only available on iOS devices and a few others
No user profiles
Offline playback feature
High-quality library
User profiles that keep history and provide personalized recommendations
40% of the content is original programming produced in-house.
The shows are region-dependent.
Uploading by season can cause delays.
Simultaneous login on up to six devices
Available for offline viewing
Ad-free subscription service with a low monthly fee.
Limited library and lack of award-winning content
Episodes are released weekly
Only available on iOS devices and a few others
No user profiles
User Research
The report primarily focuses on demographics and interests analysis.
She likes specific genres, but the current app doesn’t have any filters, so she has to read through all the details to determine if she might like a show, which takes too much time.
The current app also lacks a recommendation feature or a "guess what you like" function, so after finishing one show, she has to go through the entire frustrating process again.
Persona
Personas are based on users' social attributes, living habits, consumption behavior, and other personal information. Through personas, we can better understand users' needs, design from their perspective, and create more user-friendly experiences.
Sarah Olson
Kirsten Landry
She is passionate about idol culture, always following the latest trending idols and watching their TV shows.
She works as a sales manager for a cosmetic brand. In her spare time, she enjoys watching romantic and funny Korean dramas and variety shows for entertainment.
Kristen is a housewife. After sending the kids to school, she heard that Korean TV shows are quite popular. Since she’s not familiar with them, she’d like to try several different shows to see what she enjoys.
Female / College Student / 20 years old
Female / Sales Manager / 25 years old
Female / House Wife / 30 years old
Jesse Lindsay
Pain points
There isn't a platform where she can watch TV and discuss it with friends at the same time.
She wants to recommend a good show to her friends, but without a sharing function, she has to explain the cast and basic plot multiple times.
After trying several shows, Kristen decides to continue watching one of them, but without a progress bar, it’s hard for her to keep track of where she left off last time.
Based on the research, "young females" are our target users.
Compared to movies, females tend to watch TV shows as entertainment during their leisure time. Younger audiences are more open to embracing new cultures, and many are influenced by the Korean wave, especially among Millennials.
Painpoints
+ Poor Visual Hierarchy.
The UI is not attractive enough, with outdated brand colors that lack creativity.
+ Low Retention Rate .
The product layout is unclear, and the UI fails to capture attention, leading to low retention rates. The app uses a highly saturated pink color throughout, which feels stereotypical and doesn’t consider the user's overall experience.
+ Information Overload .
Too many functional modules on the same page result in cognitive and operational overload, leading to visual fatigue. Additionally, the lack of personalized recommendation features reduces user engagement.
+ Unclear Information Architecture .
There is no sorting or searching by genre feature in the current app, making it difficult for users to find the right shows efficiently. We should prioritize user needs by refining and clarifying useful information.
Strengthen
Brand Identity
Strengthen
Brand Identity
Improve Efficiency
Improve Efficiency
Improve
User Experience
Improve
User Experience
Goal
Solution
Main Features
Home
Shows
Celebrities
User Profile
The toolbar has been refined, and the icons optimized to clarify the information hierarchy and reduce clutter, improving navigation and user experience.
The search bar has been optimized, and a sorting function added to help users quickly find the right shows.
Users can follow news about their favorite actors. The addition of a ranking and community section enhances user engagement and boosts stickiness.
The index image can be customized. The watching and download history will be displayed with a progress bar, and all liked content can also be found here.
One-click Login
Draggable Layouts
Gesture Shortcuts
Actor Profile
One-click login with social media accounts allows for easy access, and users can effortlessly share content with family and friends.
Tap and drag the section to rearrange the layout according to your preference.
Interested in the show? With a simple gesture, just slide up to add it to your playlist.
The introduction page allows users to directly start watching their TV show from this page.
Detailed Pages
List View
Gesture Shortcuts
Detailed Info
Video Player
Based on interaction data, viewing time, and sharing behavior, the app provides users with personalized recommendations for the best shows.
Long press the overview poster to access the shortcut menu, featuring options like "like" or "share."
A detailed introduction to the TV series includes a full-screen trailer and the user's watching history.
Below the player, you'll find an introduction to the episode, the original soundtrack, cast information, and user comments.
