A user-centered, research-driven approach shaped every aspect of the RMS digital experience, ensuring accessibility, engagement, and seamless monetization for diverse Kenyan audiences.
Viusasa is a subscription-based streaming platform offering Kenyan TV shows, movies, music, news, live TV, and original digital content across mobile and web platforms.
Royal Media Services is Kenya’s undisputed broadcast leader. The ambition with Viusasa was to translate that dominance into the digital space without losing cultural relevance, accessibility, or trust.
The UX challenge was complex:
Serve diverse Kenyan audiences with different languages, behaviors, and data constraints
Design for mobile-first, low-bandwidth, and low-spec devices
Enable content discovery across large volumes of local and vernacular content
Integrate seamless micro-subscription payments via M-Pesa and airtime
Compete with global OTT platforms while remaining authentically Kenyan
To design a user experience that:
Feels unmistakably Kenyan in language, content, and behavior
Makes discovery of local and vernacular content effortless
Supports frictionless onboarding and micro-subscriptions
Works reliably in data-conscious, mobile-first environments
Scales across content types, users, and future growth
Big Bold Red partnered with Royal Media Services to lead UX research and design across the Viusasa platform.
Our role included:
A user-centered, research-driven approach shaped every aspect of the RMS digital experience, ensuring accessibility, engagement, and seamless monetization for diverse Kenyan audiences.
We identified and designed for distinct Kenyan user segments - urban youth, rural users, entertainment-first audiences, and news-driven viewers each with unique motivations and constraints.
Critical journeys were refined to remove friction at key moments: sign-up, content discovery, playback, and payment.
Interfaces were optimized for low data usage, fast load times, and intuitive navigation on Android devices.
Content categorization, metadata, and navigation were designed to surface Swahili and vernacular content naturally without overwhelming the user.
Subscription flows were embedded seamlessly into the experience, supporting daily, weekly, and monthly access via airtime and M-Pesa.
The digital experience delivered meaningful impact by simplifying access, accelerating adoption, and extending RMS’s trusted broadcast relationship into a confident, engaging digital journey.
Faster onboarding and smoother subscription journeys
Strong adoption of micro-subscriptions across youth and rural audiences
Improved discovery and engagement with local and vernacular content
A user experience that translated RMS’s broadcast trust into digital confidence
Viusasa emerged as Kenya’s most recognizable homegrown streaming platform designed for scale, and for cultural relevance.
It was a digital experience shaped around how Kenyans watch, pay, and connect.
We are a creative technology studio that partners with organizations and brands to design, build, ship and grow digital platforms and experiences.
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