Alex Estamato

A Personalized Streaming

Designing a streaming platform that uses intelligent curation to fight decision fatigue and deliver the perfect content.

Golden Circle

Why

Purpose

Simplify the process of searching for quality content, creating a user "flow state."

How

Values

• Personalization through AI

• Relevance at the right time

• Specialized curation

• Personalization through AI

• Relevance at the right time

• Specialized curation

What

Product/Service

Streaming platform with a personalized catalog and innovative curation method.

Product Life Cycle Stage

Phase: Introduction

Product with great potential and innovation

Caracteristics;

• Great market potential

• Innovation in curation

• Bounce rate: 45%

• Great market potential

• Innovation in curation

• Bounce rate: 45%

• Great market potential

• Innovation in curation

• Bounce rate: 45%

Current Focus:

• Product validation

• Reduction in rejection rate

• Acquisition of early adopters

• Product validation

• Reduction in rejection rate

• Acquisition of early adopters

Porter's Five Forces Analysis

Rivalry

High Competition

Netflix, Amazon Prime Video, Spotify dominate the market

Substitutes

Present Threat

Multiple forms of audiovisual entertainment

Suppliers

High Power

High costs for acquiring content

Clients

High Power

Many options, easy platform switching

Entrants

Moderate Threat

Constant innovation facilitates new players

Power

Threat

Personas

Ana

The Content Curator

Intelligent and personalized curated search

"I just wish the platform knew exactly what I wanted to watch without me having to spend hours searching.."

Personalization

Quality

Curatorship

Ana

The Content Curator

Intelligent and personalized curated search

"I just wish the platform knew exactly what I wanted to watch without me having to spend hours searching.."

Personalization

Quality

Curatorship

Ana

The Content Curator

Intelligent and personalized curated search

"I just wish the platform knew exactly what I wanted to watch without me having to spend hours searching.."

Personalization

Quality

Curatorship

Journey Mapping

Ana, the Relevance Seeker

Individual focused on quality and personalization

1. Acesso ao App

Pain Point

Generic interface doesn't reflect preferences

Opportunity

Personalized dashboard with current mood

3. Escolha Final

Pain Point

Indecision between multiple similar options

Opportunity

Match score and recommendation reason

2. Busca por Conteúdo

Pain Point

Extensive catalog without relevant direction

Opportunity

Thematic sections by mood and moment

4. Pós-Consumo

Pain Point

No feedback loop to improve recommendations

Opportunity

Simple feedback system to refine taste

Carlos, the Family Conciliator

Focused on efficiency, safety and collaborative decisions

1. Acesso ao App

Pain Point

Confusing profile selection, safety concerns

Oportunidade

Clear visual profile selection with highlighted Kids Mode

2. Busca por Conteúdo

Pain Point

Generic filters don't help find family content

Oportunidade

"Family Movie Night" collections and age filters

3. Escolha Final

Pain Point

Unclear age ratings, spoiler-prone trailers

Oportunidade

Prominent age rating badges and family trailers

4. Pós-Consumo

Pain Point

Difficulty finding previously watched content

Oportunidade

Dedicated "Watch Again" section in each profile

Pedro, the Trend Hunter

Driven by social proof, novelty and cultural conversations

1. Acesso ao App

Pain Point

Algorithm hides global hits not matching profile

Opportunity

"Trending Global" section always visible

2. Busca por Conteúdo

Pain Point

No social integration to see friends' activity

Opportunity

"Friends' Activity" feature or influencer recommendations

3. Escolha Final

Pain Point

No ratings, reviews or popularity indicators

Opportunity

"Buzz Score" and integrated IMDb/Rotten Tomatoes ratings

4. Pós-Consumo

Pain Point

Clunky sharing process (screenshots, manual search)

Opportunity

Integrated sharing with attractive social media cards

Product Vision Board

Vision

Values

Smart streaming platform with personalized curation that eliminates time wasted searching.

Customer Needs

What our users need

• Highly qualified content

• Saving time in searching

• Smart customization

• Highly qualified content

• Saving time in searching

• Smart customization

Target Audience

Who do we want to serve?

• Ana - Content Curator

• Carlos - Family conciliator

• Pedro - Trend Hunter

• Ana - Content Curator

• Carlos - Family conciliator

• Pedro - Trend Hunter

Business Objectives

Strategic goals

• Reach 2 million customers

• Monthly retention of 40%

• Reduce search time

• Reach 2 million customers

• Monthly retention of 40%

• Reduce search time

Product Strategy Canvas

Vision

Platform with content tailored to the client

Strategic Target

By the end of 2023, increase user engagement and validate platform improvements

Tactical Objective

Analyze customer mood and test functionality "for you today"

Research and Discovery Techniques

Qualitative Research

Technique:

In-depth interviews with 15 users of the personas Ana, Carlos and Pedro.

Team Involved:

UX Researcher, Product Manager and Product Designer.

Main Findings:

39%

Difficulty finding desired content

33%

Generic searches for frustration

Decision fatigue confirmed

Quantitative Research

Technique:

A/B testing to measure the impact of contextual curation.

Objective:

Validate whether humor curation is more effective than trending topics.

Hypothesis: Humor Curation Increases Engagement

Business Model Canvas

Analysis of How the Platform Creates, Delivers and Captures Value

Key Partnerships

• Studios and Producers

• Record Labels and Artists

• Technology Companies

Key Activities

• Content Curation & Licensing

• Platform Development

• Data Analysis

Value Proposition

• Personalized curation

• Unlimited access

• High quality content

Customer Relationships

• Self-service

• Community

• Personalization

Customer Segments

• Individuals

• Families

• Students

Key Resources

• Content Catalog

• Technology Platform

• Brand and Reputation

Value Proposition

• Personalized curation

• Unlimited access

• High quality content

Customer Segments

• Individuals

• Families

• Students

Key Resources

• Content Catalog

• Technology Platform

• Brand and Reputation

Cost Structure

• Content licensing

• Streaming infrastructure

• Team and marketing

Revenue Streams

• Premium Subscriptions

• Advertising (Freemium)

Business Pattern: Subscription with Freemium component. Attracts broad user base with free offering and focuses on conversion to paid plans.

Opportunity Tree

Opportunity 1

Optimize Content Discovery and Selection

Solution Hypothesis:

Implement personalized curation by mood (e.g., 'something light to relax', 'a thriller to scare me').

Expected Impact

Opportunity 2

Improve the Content Consumption Experience

Solution Hypothesis:

Implement the 'Skip Intro/Credits' feature to make binge-watching more efficient and enjoyable.

Expected Impact

Opportunity 3

Strengthen Social Connection and Sharing

Solution Hypothesis:

Integrate direct sharing buttons for social networks so that the user can better recommend the series.

Expected Impact

Quantitative Data

Top Barriers to Content Discovery

Percentage of users who reported each barrier

Difficulty finding content

Irrelevant recommendations

Others

User Session Time Division

Distribution of time spent during a typical session

Time

Searching

24%

Time

Watching

76%

Time Watching

76%

Time

Searching

24%

Time Watching 76%

Time Searching 24%

A/B Test Definition

Curation by Humor vs. Trending Topics

Hypothesis:

We believe that featuring a "For your mood today" section on the home screen will increase click-through rate and satisfaction by making discovery more personal.

Variant A (Control)

Home screen with default "Trending" section

Variant B (Test)

"For your mood today" section with categories such as "To relax", "Nail-biting thrillers", "Comedy to lift your spirits"

Success Metrics:

+15%

Click-Through Rate

Target in Variant B

-20%

Time for/Action

Time reduction

4.5+

CSAT Score

Satisfaction (1-5)

MVP Description

Concierge MVP

Problem to Solve

Help Ana quickly find relevant, high-quality content that connects with her mood and interests.

Justification

A Concierge MVP allows you to quickly and personally test your value proposition without requiring a large development investment. Informational videos provide clarity so the sales team can provide more information about what people are looking for on the platforms.

Initial Features

High

Intuitive HOME Screen

Easy-to-access interface with most-watched or 'trending' content personalized for Ana

High

Recommendations by Mood

Recommendations

Dedicated screen with movies and series based on the user's current mood

Average

Feedback System

Option to provide feedback immediately after watching to calibrate future recommendations

Average

Quick Filters

Basic filter options (genre, duration) for Ana to refine suggestions

User Stories

Management Methodology

Priority User Stories

Focused on Persona Ana

MUST HAVE

Mood Recommendations: "Like Ana, I want to receive recommendations based on my current mood so I can quickly find what suits me."

MUST HAVE

Feedback System: "Like Ana, I want to evaluate content in a simple way so that the platform can learn and improve its recommendations."

SHOULD HAVE

Preference Quiz: "Like Ana, I want to take a quiz the first time I log in so I can get accurate suggestions from the start."

Methodology & Prioritization

MoSCoW Method

Must Have

Criticisms for value proposition

Should Have

Important, non-essential

Could Have

Future iterations

Scrum Methodology

2-week sprints for incremental delivery, rapid feedback from beta testers, and agile backlog adaptation.

Launch Plan

Primary Objective

Validate personalized curation proposition with initial audience, achieve 500 active beta users in first month and reach NPS of 50+.

Closed Beta (Recruitment)

Closed Beta

(Recruitment)

Action:

Manual recruitment through moviegoer communities

Action:

Manual recruitment through moviegoer communities

"Tired of wasting time looking for what to watch? Help us build a streaming experience made just for you."

Feedback Collection:

Dedicated Discord/Slack channel and weekly feedback sessions with beta testers to capture qualitative insights.

Feedback Collection:

Dedicated Discord/Slack channel and weekly feedback sessions with beta testers to capture qualitative insights.

Soft Launch (Initial Outreach)

Soft Launch

(Initial Outreach)

Action:

Partner with 3-5 niche micro-influencers

Action:

Partner with 3-5 niche micro-influencers

Canais:

Instagram

YouTube

Blogs

Feedback Collection:

Dedicated Discord/Slack channel and weekly feedback sessions with beta testers to capture qualitative insights.

Feedback Collection:

Dedicated Discord/Slack channel and weekly feedback sessions with beta testers to capture qualitative insights.

Public Launch (Scale)

Public Launch

(Scale)

Action:

Targeted campaigns and email marketing

Action:

Targeted campaigns and email marketing

Focus:

Scaling acquisition based on learnings

Focus:

Scaling acquisition based on learnings

Feedback Collection:

Continuous monitoring of KPIs, analysis of platform usage data, Net Promoter Score (NPS), and A/B testing for continuous optimization.

Feedback Collection:

Continuous monitoring of KPIs, analysis of platform usage data, Net Promoter Score (NPS), and A/B testing for continuous optimization.

Unified Key Message

"Your search is over. Discover a world of content made just for you, with recommendations that truly understand you."

Success Metrics

Based on the Test Card to validate the value proposition

80%

Access Fee

Users who access the platform regularly

< 3 min

Time of Discovery

Average time to find relevant content

4.5/5

Satisfaction

Average satisfaction rating with recommendations

2024

Clutch

This project is an end-to-end case study for Clutch, a conceptual streaming platform designed to combat user "decision fatigue." Developed as my final project for the EBAC Product Management course, it demonstrates a complete product lifecycle—from strategic analysis and user research to MVP definition and a go-to-market plan. The core concept is a service that uses intelligent, mood-based curation to deliver a truly personalized viewing experience.