tabii - Streaming Service Platform
tabii is a cutting-edge turkish vod platform that offers a vast library of turkish-based content. with its availability on ios and android phones and tablets, web browsers, apple tv, android tv, and smart tvs, tabii provides an immersive viewing experience across various devices.
tabii is a cutting-edge turkish vod platform that offers a vast library of turkish-based content. with its availability on ios and android phones and tablets, web browsers, apple tv, android tv, and smart tvs, tabii provides an immersive viewing experience across various devices.
[ Phone ] - [ Tablet ] - [ Web ] - [ Smart TVs ] - [ Apple TV ] - [ Android TV ]
Headquarters
İstanbul, Turkey
İstanbul, Turkey
Founded
1964
1964
Industry
Media
Media
Company size
10,000+
10,000+
Challenge
Challenge
Challenge
Designing the tabii VOD platform from scratch required building a unified user experience across a fragmented ecosystem of Mobile, Web, Tablets, and Smart TVs. A major technical hurdle was creating a scalable design system that adapts touch-based mobile interactions into D-pad navigation for 10-foot TV interfaces. Additionally, a complex content library (Live TV, series, Kids) had to be architected from the ground up, requiring a discovery experience designed to minimize decision fatigue and endless scrolling. Finally, ensuring a seamless cross-device journey—such as a consistent "continue watching" handoff—was essential for user retention.
Designing the tabii VOD platform from scratch required building a unified user experience across a fragmented ecosystem of Mobile, Web, Tablets, and Smart TVs. A major technical hurdle was creating a scalable design system that adapts touch-based mobile interactions into D-pad navigation for 10-foot TV interfaces. Additionally, a complex content library (Live TV, series, Kids) had to be architected from the ground up, requiring a discovery experience designed to minimize decision fatigue and endless scrolling. Finally, ensuring a seamless cross-device journey—such as a consistent "continue watching" handoff—was essential for user retention.
Results
Results
Results
The from-scratch design of tabii resulted in a comprehensive streaming platform that successfully launched to a wide user base. Through the development of an adaptable, cross-platform Design System, the brand’s visual identity and usability were kept consistent—whether users interacted via mobile touchscreens or navigated a 10-foot Smart TV interface with a D-pad. The new information architecture organized a complex content library into a streamlined discovery process, effectively reducing cognitive load and decision fatigue. Ultimately, the platform delivered a seamless viewing experience across all devices, supporting user engagement and cross-device retention.
The from-scratch design of tabii resulted in a comprehensive streaming platform that successfully launched to a wide user base. Through the development of an adaptable, cross-platform Design System, the brand’s visual identity and usability were kept consistent—whether users interacted via mobile touchscreens or navigated a 10-foot Smart TV interface with a D-pad. The new information architecture organized a complex content library into a streamlined discovery process, effectively reducing cognitive load and decision fatigue. Ultimately, the platform delivered a seamless viewing experience across all devices, supporting user engagement and cross-device retention.
Design Approach
Design Approach
Design Approach
tabii's design approach harmoniously blends modern aesthetics with traditional turkish influences. the color scheme evokes warmth and cultural richness, while the typography combines contemporary fonts with hints of turkish calligraphy.
The intuitive and responsive layout ensures easy navigation, allowing users to effortlessly explore and enjoy the vast content library. our visually striking visuals and immersive imagery transport users into the heart of turkish entertainment.
tabii's design approach harmoniously blends modern aesthetics with traditional turkish influences. the color scheme evokes warmth and cultural richness, while the typography combines contemporary fonts with hints of turkish calligraphy.
The intuitive and responsive layout ensures easy navigation, allowing users to effortlessly explore and enjoy the vast content library. our visually striking visuals and immersive imagery transport users into the heart of turkish entertainment.
All Devices
All Devices
Features
Features
Features
Kids Content Library
Kids Content Library
Kids Content Library
Access an extensive collection of Kids Movies, TV Shows, Animations, and more, spanning various genres and eras.
Access an extensive collection of Kids Movies, TV Shows, Animations, and more, spanning various genres and eras.
Player
Player
Player
At tabii, user experience is top priority. This platform offers an intuitive interface that allows users to effortlessly browse through the extensive content library, discover personalized recommendations, and create custom watchlists.
At tabii, user experience is top priority. This platform offers an intuitive interface that allows users to effortlessly browse through the extensive content library, discover personalized recommendations, and create custom watchlists.
Payment
Payment
Payment
Choose between the basic plan, offering free access to content with occasional ads, or the premium plan for an ad-free viewing experience.
Choose between the basic plan, offering free access to content with occasional ads, or the premium plan for an ad-free viewing experience.
Wireframes
Wireframes
Wireframes
Conclusion
Conclusion
Conclusion
The development of the tabii platform demonstrated the critical importance of a scalable and adaptable design system when building a multi-device ecosystem from scratch. By prioritizing cross-platform consistency and cognitive ease, a highly complex content library was successfully transformed into an accessible and engaging user experience. Ultimately, this project established a robust foundation that not only meets current user expectations and business goals but is also highly adaptable for future feature expansions and technological advancements in the digital streaming landscape.
The development of the tabii platform demonstrated the critical importance of a scalable and adaptable design system when building a multi-device ecosystem from scratch. By prioritizing cross-platform consistency and cognitive ease, a highly complex content library was successfully transformed into an accessible and engaging user experience. Ultimately, this project established a robust foundation that not only meets current user expectations and business goals but is also highly adaptable for future feature expansions and technological advancements in the digital streaming landscape.
