Kura
about
Eliminating decision paralysis in the endless scrolling era
"Choice no longer liberates, but debilitates”
Barry Schwartz, The Paradox of Choice.
Choosing what to watch should be simple. You have free time, want to relax, you press play. But with a lot of content spread, the decision itself has become exhausting. Users spend minutes scrolling through endless options, often giving up entirely.
Kura cuts through the noise. Instead of another content catalog, it's a decision engine. Asking what matters in the moment and delivering curated recommendations across the users platforms.
No endless scrolling. Just a fast path to watching.
role
UI/UX Designer
timeline
8 weeks
Tools
Figma
Illustrator
Kura
about
Eliminating decision paralysis in the endless scrolling era
"Choice no longer liberates, but debilitates”
Barry Schwartz, The Paradox of Choice.
Choosing what to watch should be simple. You have free time, want to relax, you press play. But with a lot of content spread, the decision itself has become exhausting. Users spend minutes scrolling through endless options, often giving up entirely.
Kura cuts through the noise. Instead of another content catalog, it's a decision engine. Asking what matters in the moment and delivering curated recommendations across the users platforms.
No endless scrolling. Just a fast path to watching.
role
UI/UX Designer
timeline
8 weeks
Tools
Figma
Illustrator
The Pain Point (Initial Hypothesis)
I assumed users needed a tracking tool
I started with a common complaint: "I can never remember which shows I'm watching across different platforms".
The assumption was that users needed a unified tracking system. A way to remember what they'd started and where to find it.
The Pain Point (Initial Hypothesis)
I assumed users needed a tracking tool
I started with a common complaint: "I can never remember which shows I'm watching across different platforms".
The assumption was that users needed a unified tracking system. A way to remember what they'd started and where to find it.
Research Scope
How do people decide what to watch? and what slows them down?
Through user interviews and surveys, I wanted to understand how users choose what to watch, how long decisions take, and what factors influence their choices.
Research Scope
How do people decide what to watch? and what slows them down?
Through user interviews and surveys, I wanted to understand how users choose what to watch, how long decisions take, and what factors influence their choices.
Research insights
Tracking wasn't the problem. Decision making was
The real pain isn't tracking, its decision paralysis
The real pain isn't tracking, its decision paralysis
The real pain isn't tracking, its decision paralysis
The User Persona
Meet Dana: tired after work, just wants to watch something
29 years old, data analyst in a fintech startup
• Loves comedy and drama shows and documentary movies
• Frustration: After a long day, she just wants to relax. Not spend 20 minutes browsing.
• Goal: Get to watching fast, with confidence the recommendation fits her mood and time.
29 years old, data analyst in a fintech startup
• Loves comedy and drama shows and documentary movies
• Frustration: After a long day, she just wants to relax. Not spend 20 minutes browsing.
• Goal: Get to watching fast, with confidence the recommendation fits her mood and time.
The Approach
Two questions instead of endless scrolling
Drawing on principles of decision fatigue, the solution reduces cognitive load by limiting inputs to what matters in the moment: available time and current mood. This gets users to watching faster while maintaining confidence in their choice.
The Approach
Two questions instead of endless scrolling
Drawing on principles of decision fatigue, the solution reduces cognitive load by limiting inputs to what matters in the moment: available time and current mood. This gets users to watching faster while maintaining confidence in their choice.
From insight to interface
From insight to interface
From insight to interface
Home Screen
No overwhelming catalog. Resume where you left off or get curated recommendations with one tap.
Home Screen
No overwhelming catalog. Resume where you left off or get curated recommendations with one tap.
Curation Flow
Two simple inputs: how much time and what's your mood. With an option to not be specific. Reduce cognitive load when users are tired.
Curation Flow
Two simple inputs: how much time and what's your mood. With an option to not be specific. Reduce cognitive load when users are tired.
Content Detail
Just enough context (genre, mood tags),
three recommendations to make a confident decision (with an option to rematch).
One clear CTA: "Watch Now".
Content Detail
Just enough context (genre, mood tags),
three recommendations to make a confident decision (with an option to rematch).
One clear CTA: "Watch Now".
Design System
Removing visual clutter through minimal colors and optimizing late-night viewing with a dark UI
Main Flow Prototype
Reflection
My biggest takeaway was learning to embrace the pivot when research demands it
Don't fall in love with the problem Assuming the user needed a tracking tool was wrong; research proved the actual hurdle was decision paralysis.
Simplicity through focus Reframing the core problem was the key to stripping away visual clutter and building a highly focused product.
Pivot confidently The project proved the immense value of validating assumptions early and letting research drive the final solution.
Reflection
My biggest takeaway was learning to embrace the pivot when research demands it
Don't fall in love with the problem Assuming the user needed a tracking tool was wrong; research proved the actual hurdle was decision paralysis.
Simplicity through focus Reframing the core problem was the key to stripping away visual clutter and building a highly focused product.
Pivot confidently The project proved the immense value of validating assumptions early and letting research drive the final solution.
Let's create something worth component-izing.
Projects displayed on this site may contain copyrighted material. These are used under 'fair use' strictly for educational and non-profit purposes related to my studies at 6B Studio.
Let's create something worth component-izing.
Projects displayed on this site may contain copyrighted material. These are used under 'fair use' strictly for educational and non-profit purposes related to my studies at 6B Studio.