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Crafting the JioCinema Carousel

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The Carousel is a slick new content discovery experience aimed at delighting users and increasing viewer conversion.

Design led by Ananth Pai at JioCinema.

Keep scrolling, or skip to the detailed case study

The Carousel redesign project started in 2023 with the goal of redesigning the old carousel to look better, work better and convert better.

The app was in dire need of a visual upgrade. We knew we could do better than what we had.

We first started with the mobile app.

A major upgrade

The old carousel was long overdue for a facelift.

Old carousel

New carousel

Colour-matching UI

To preserve the richness of posters, we automatically pick the dominant colour and use it throughout the system.

Automatically balanced logos

We visually balance logos automatically using a clever "logo classes" system. No humans required.

Playful interactions

We built a playful parallax animation to delight users and inject personality into the app.

Gorgeous imagery

We introduced strong artwork guidelines and initiated a project that separated logos from artwork. The result was beautiful, clear and consistent artwork.

Metrics impact

+13%
Overall viewer conversion

New carousel

Old carousel

+25%
New viewer conversion

New carousel

Old carousel

+25%
Customers acquired
for every ₹ spent on performance marketing

New carousel

Old carousel

Read the full case study

Craft Meets Code: Upgrading the JioCinema Carousel

medium.com

Get an in-depth look behind the scenes.

Designed by Ananth Pai

I blend design leadership with hands-on execution to enable design teams to do their best work.

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