Back to work

iTAP

Watch free, play free, and get paid for both. iTAP turns screen time into real money: an OTT and gaming app for India’s youth where every minute watched earns coins that cash out straight to a bank account. I designed it as UX Designer at Inspeero (from the persona to the wallet), and it shipped on both stores to 500,000+ downloads.

Overview

Type
OTT & Gaming Mobile App
Role
UX Designer
Employer
Inspeero
Tools
Figma, Photoshop, Illustrator, Uizard
Skill
User Research, Information Architecture, Reward Design, UI
Year
2023
Live
Google Play · App Store

At a glance

Challenge

Alex binges shows but will not pay for Netflix or Prime. The challenge was making free feel premium, and designing a reward loop he understands at a glance (earn, see it, spend it) without burying the content behind it.

iTAP Entertainment & Gaming

Get paid
to watch.

500,000+downloads
1.1Login
2.1Home · Trending
3.1Reels · by language
4.1Profile · logged in

How it was built

iTAP · OTT & gaming · 2023

Making free feel premium.

An OTT and gaming app that pays its viewers. Watch a film, play a match, earn coins, and cash them out to your bank. Free for the user, rewarding by design.

  • RoleUX Designer
  • PlatformAndroid · iOS
  • Scope11 screens · 7-step flow
01

Research

Meet Alex: loves a binge, won’t pay for one. Every feature traces back to five things he wants.

A
AlexThe savvy viewer
“The best bang for my buck, or in this case, no bucks at all.”

Wants

  • Binge his favourite shows and films
  • Something new to discover, classics to new releases
  • Entertainment that respects his budget

Won’t do

  • Pay for Netflix or Amazon Prime
  • Take on another subscription fee
Free ContentNo NetflixFunPlayRewards

1.1Persona · Alex and his five needs

02

Architecture

Four tabs at the top; every way to earn drains into one Wallet.

Information architectureEntryTabHub
SplashSign up / Log in
Home
Home3 screens
  • Series
  • Free Movies
  • Others
Premium4 screens
  • Use coins
  • Premium Movies
  • Watch Video
  • Earn Reward
Triump4 screens
  • Games
  • Live
  • Upcoming
  • Past Results
Shop4 screens
  • Redeem
  • Earn
  • WalletHub
  • Coupons

2.1Sitemap · four tabs, one wallet

OnboardEngageEarn
  1. 01Splashbrand promise
  2. 02Loginphone number
  3. 03OTP6 digits
  4. 04Homewatch free
  5. 05Watch / Playearn i-Coins
  6. 06Walletsee it grow
  7. 07Redeemcash to bank

2.2Core flow · from splash to cash

03

Wireframes

Mobile-first, one field to log in, coins promised on screen one.

3.1Splash
3.2Login
3.3Home
3.4Account
3.5Shipped menu
04

Brand

A play button full of rising bars, watching that adds up.

iTAP®

4.1Mark on grid · app icon at three sizes

Night#06041F · ground
Violet#6152FF · action
Blue#2283E0 · links
Mist#E3E3E3 · type on dark
Ember#FF9A00 · rewards

4.2Palette

Aa
PoppinsRegular · Medium · SemiBold · Bold, the app’s one family

4.3Type

05

Product Design

The wallet in view, premium priced in coins, games one tab away.

5,48,011Coinsearned watching
₹7Balancecash to bank
0Gemsearned playing
2Vouchersredeem in Shop

5.1Wallet bar · always in view

i-CoinsEarned per minute watched
DiamondsEarned by playing and engaging
LeaderboardTrophies for the top three

5.2Rewards · i-Coins, Diamonds, leaderboard trophies

5.3OTP
5.4Home · rails
5.5Search
5.6Loading

Watch.
Earn. Repeat.

Validation

Multiple rounds of usability testing with a diverse group of users (navigating the app, searching, customising settings) backed by surveys and direct observation. Each round fed straight into the next iteration.

Reflection

A reward system only works if people can see it. Keeping the wallet in view and pricing premium content in coins made the reward loop the reason to open the app, not a feature buried behind it.

Next steps

Grow the social and engagement earning paths already mapped in the architecture, and widen the Shop with more coupon categories beyond beauty, travel, food and fashion.