Streaming · Social impact
Movikarma
A streaming MVP that connected independent films to the causes behind them.
Lead UX/UI designer · MVP
Role
Lead UX/UI designer
Timeline
6 months · Team of 6
Scope
Strategy, IA, flows, UI, branding, prototype
Outcome
Investor-ready MVP
The challenge
Movikarma had a strong idea, connecting cause-driven films to real-world action, but the early product didn't carry it yet. The interface was inconsistent, and there was no clear path from watching a film to doing something about the cause behind it. Viewers were moved, then left unsure what to do next.
What I inherited
An early concept with very little product structure in place. No design system, no visual consistency across touchpoints, and feature priorities still in flux. The brand and the flows had to be created from scratch, on a small team with limited dev time and a six-month window to reach an investor-ready MVP.
My role
I was the only designer on a six-person team spanning design, dev, strategy, and marketing. I owned the work end to end: product strategy, information architecture, user flows, UI, branding, and the functional MVP. I worked closely with the founder, researcher, developer, and marketing lead to define the core flows and the moments that connect watching a film to acting on its cause.
Key decisions
Decision
Build one visual system that could serve both the product and the pitch.
Reasoning
A small team and a six-month runway meant the MVP screens also had to work as investor and marketing assets. One cohesive identity, from app UI to marketing visuals, let a single set of screens do double duty.
Tradeoff
Designing for two audiences at once meant holding some product-only detail back to keep the screens presentation-ready.
Decision
Make the path from watching to acting part of the core flow, not an add-on.
Reasoning
The platform existed to turn viewers into participants. Support and donation actions had to live inside the viewing experience, surfaced through clear calls to action tied to each film's cause.
Tradeoff
Putting social action in the main flow risked crowding the streaming experience, so the calls to action had to stay legible without competing with the film itself.
Decision
Anchor an unfamiliar product in familiar streaming patterns.
Reasoning
Audiences already know how to browse and play on the major streaming services. Borrowing those patterns for discovery and playback kept the learning curve low, so the cause layer was the only new thing to learn.
Tradeoff
Leaning on established patterns left less room for novel interaction ideas, a deliberate trade to keep an early product legible.
Selected artifacts
A look at the MVP, from film discovery through the moment a viewer supports a cause.
A walkthrough of the working MVP: browsing cause-driven films, subscribing, then donating to a title's charity partner while watching. The watching-to-acting path the product was built around, end to end.
Flows, Wireframes & Ideation
Movikarma Site Architecture & User Flow
Ideation starting at wireframes on the left to finished product on the right
Browse and discovery built on familiar streaming patterns to keep the new idea easy to learn.
A film page pairs playback with the cause behind the title and a direct way to support it.
Outcome
The MVP became the platform the team carried into investor and partnership conversations: a polished, working product delivered inside the six-month window. It unified the team around a clear product vision, set design foundations that could scale past the MVP, and made social action part of the user flow in a way that set Movikarma apart from other streaming services.
Designing for an early-stage startup is clarity under pressure. What I shaped here was not only a product concept. It was a mission-driven flow for turning viewers into participants. It taught me to move fast, collaborate closely, and keep the reason a product exists in view the whole way through.