Overview
Role: Lead Designer
When: May 2022 – May 2024
Platform: Mobile App
Industry: Electronics & TV Productions, B2C
Responsibilities: UX Research, UI from scratch, Prototyping, Documentation
Key Deliverables:
User Flows
Wireframes & Prototypes
Style guide and tokenization
Launch prep for Google Play & App Store
Component Library
Challenge
When I joined Telly, it was a blank canvas—no name recognition, brand identity, or app. The challenge wasn’t just to design a product, but to define the entire experience from the ground up.
We had to create an intuitive, engaging mobile experience that would guide users through Telly’s unique value proposition: receiving a free 4K smart TV by signing up through the app.
At the same time, we were shaping the brand’s tone, visual language, and product architecture—all while aligning with the company’s bold mission to democratize access to quality entertainment.
My roles & Objetives
As Product Designer at Telly, I led the design and launch of a mobile experience from scratch—developing both the app and its supporting design system to match the company's innovative business model. Key objectives included:
User Onboarding & Activation:
Created a comprehensive onboarding flow that welcomes users and guides them through receiving their free TV—a crucial touchpoint for driving engagement and adoption.
Design System & Standards:
Developed a comprehensive design system and established core standards in Notion, enabling faster iteration, visual consistency, and seamless team collaboration.
Launch Prep for App Store & Google Play:
Managed launch preparation, including asset creation, store guidelines, and platform requirements to ensure smooth deployment across both major app platforms.
Referral Experience Design:
Designed an intuitive referral system that encourages users to invite friends, driving organic growth through a streamlined, reward-based flow.
End-to-End App Experience:
Designed key app sections including Settings, Security, and Legal, while refining the experience based on user feedback and business objectives.
Cross-Functional Collaboration:
Partnered with developers, stakeholders, and users to ensure alignment and timely delivery—supporting company growth, user acquisition, and investor confidence.
🔐 NDA Notice
A non-disclosure agreement protects some content in this case study. Therefore, certain visuals and insights have been omitted.
Process
With no existing user data, I kicked off the process by leading extensive user research—conducting interviews, surveys, and competitor analyses—to uncover genuine needs and pain points. These insights shaped detailed personas and user journeys, aligning the app’s value proposition with both user expectations and business goals.
Working closely with stakeholders, we prioritized features based on core user jobs to be done, using the Eisenhower matrix to focus on high-impact work first while deferring or delegating lower-priority items.
During ideation, I facilitated design sprints to explore and refine ideas, moving into wireframes and interactive prototypes. Iterative usability testing—leveraging both parallel and rapid cycles—helped us validate and improve the designs, ultimately shaping a high-fidelity prototype ready for development.
I collaborated closely with developers during the handoff, providing detailed specs and QA support to maintain design fidelity. I also helped write clear, actionable user stories in Jira to keep the whole team aligned. Post-launch, I set up mechanisms to monitor user behavior, paving the way for data-driven iterations and continuous improvement.
Solution
The native app, available on both the App Store and Google Play, provides users seamless access to their Telly TV.
To activate their account, users had to answer a series of mandatory questions during onboarding to ensure proper setup.
The experience was designed to be intuitive and user-friendly, guiding users through setup and activation with ease. I also created a design system to enable faster iteration, visual consistency, and smooth team collaboration.
Here are a few snapshots from the user journey and the design system I created for the launch 👇🏻 👇🏻
Impacts & Conclusions
Beyond core features like user registration and waitlisting, we designed the Telly app to offer a more dynamic and personalized experience. Users will soon be able to customize widgets for Weather, Stocks, Sports, and News—directly within the app—turning it into a hub tailored to their interests.
The results spoke for themselves. Within just seven days of launching, the Telly app saw over 230,000 reservations—almost one every second—and generated more than $100,000 in revenue. These numbers highlight not only the product’s immediate success, but also how deeply Telly’s vision resonated with users.
Here are some snapshots 👇
