Telly
Overview
Telly’s mission went beyond providing a service—it championed the democratization of quality entertainment.
The goal was to empower users by unlocking a world of premium content through a simple sign-up for a free 4K smart TV.The main challenge lay in creating an app that made this process seamless, intuitive, and engaging.
Results
The launch of the "Telly app" was a tremendous success. In just seven days, we recorded over 230,000 reservations—almost one every second—and generated more than $100,000 in revenue.
When I joined Telly, it was at the very beginning—barely a name, no defined brand colors, and no established identity. I came in at the ground level and was there through the entire launch. Telly’s mission went beyond providing a service—it championed the democratization of quality entertainment. The goal was to empower users by unlocking a world of premium content through a simple sign-up for a free 4K smart TV.
The main challenge lay in creating an app that made this process seamless, intuitive, and engaging. We weren’t just building an app; we were defining a brand, setting its tone, and establishing the visual language that would guide users on their journey from sign-up to delivery.
First things first
Before jumping into high-fidelity screens, I prioritize understanding the full scope of the project by focusing on key foundational steps:
✅ Stakeholder Interviews: Align insights and expectations.
✅ Business Needs and Goals: Ensure the design fits the business strategy.
✅ User Pain Points: Identify key challenges and opportunities.
✅ Requirements and MVPs: Define goals and minimum viable product.
✅ Present Insights: Validate findings with stakeholders.
✅ Document Decisions: Record insights and rationale for design.The main challenge lay in creating an app that made this process seamless, intuitive, and engaging. We weren’t just building an app; we were defining a brand, setting its tone, and establishing the visual language that would guide users on their journey from sign-up to delivery.
Jobs to done
One of the key points we defined in our initial meetings was the problem statement for Telly. A problem statement is a concise and clear description of a specific issue that needs to be addressed. Instead of framing it as a single problem faced by Telly users, we identified that users have multiple jobs to be done to earn their Telly for free.
From Sketches to Screens: The Design Journey
With all the tickets ready in Jira, I dove deep into exploration and research, benchmarking brands like Telly and others we aspired to emulate, analyzing how they handle onboarding and more. This was my starting point.
I began crafting the first low-fidelity wireframes. At this stage, there’s no need to invest time in high-quality screens. I focused on the initial user cases, starting with the app's onboarding. We quickly reviewed the flows as a group with the UX, Product, and Dev teams, discussing edge cases and error scenarios. Addressing potential issues early on helps avoid surprises down the line. Once everyone felt comfortable with the flow, I moved on to the creative phase: building the design system and high-fidelity screens.
We decided to design and work under the guidelines of Material Design 3. The components and tools provided by MD 3 seemed highly adaptable to the type of product we were building. As the different user flows started to make sense, we reviewed everything together with the UX and branding teams. This collaboration allowed us to define our foundational elements as a brand and set the groundwork for the design system.
Bonus Track ⚡️
In addition to developing the app’s core features like user registration and waitlisting, we’re rolling out exciting new functionalities. Users will soon be able to set up and personalize widgets for Weather, Stocks, Sports, and News directly in the app. These updates are designed to enhance user experience and provide a more personalized and engaging interaction with Telly.
Outcomes of Telly’s Launch 🚀
The launch of the "Telly app" was a tremendous success. In just seven days, we recorded over 230,000 reservations—almost one every second—and generated more than $100,000 in revenue.
These impressive metrics underscore the app’s success and demonstrate how Telly's vision resonates with today’s viewers. It’s a clear testament to the impact of a strategically executed product launch and the value of aligning with user needs and preferences.
