About hoichoi
hoichoi is India's leading Bengali OTT platform — the digital arm of SVF, Eastern India's leading regional media and entertainment company. We serve ~250 million Bengalis worldwide with 650+ films, 185+ originals, and 3,000+ hours of content.
The Role
This is a UX role built around outcomes, not outputs. You won't be measured on how many screens you designed — you'll be measured on whether the experience converted better, retained longer, and frustrated less. Reporting directly to the Product Lead, you'll be the person who brings rigour to how we understand users: who they are, how they move through the product, where they drop off, and what it would take to change that.
This is an individual contributor role. You'll collaborate closely with product, tech, and marketing — but you'll own the UX craft and methodology yourself. The right person here is deeply curious about user behavior, fluent in data, and allergic to UX work that looks positive in Figma but doesn't move metrics.
What You'll Do
Own end-to-end user journey mapping across the subscriber lifecycle — acquisition, onboarding, content discovery, engagement, and re-activation — identifying friction, drop-offs, and moments of delight with equal rigour.
Define, build, and maintain detailed user personas grounded in real behavioral data and qualitative research — not assumptions or marketing archetypes.
Translate research and data into wireframes and interactive prototypes that communicate proposed experiences clearly enough for product, tech, and leadership to act on them.
Partner with the data and product teams to run conversion rate optimization (CRO) experiments — own the UX hypothesis, design the variant, and read the results in terms of what actually changed for the user.
Conduct and synthesise user research: usability tests, in-depth interviews, session recordings, heatmaps, and funnel analysis — bring user signal into every significant product decision.
Identify and prioritise UX debt: catal
📌 Product Designer Lead (India)
🏢 Hoichoi
📍 India