Turning Z5 Viewers Into Bullets Users
Z5 is one of India's leading OTT platforms from the house of Zee Entertainment Enterprises Ltd., offering movies, TV shows, web series, live TV, and original content across 12+ languages. With the rise of short-form vertical video consumption post-Hipi's discontinuation, Zee launched Bullet a standalone app for short vertical dramas in regional languages.
To grow Bullet's user base, the product and design team created a native discovery and conversion flow within Z5 surfacing Bullet content in the navbar, letting users preview 3 micro-drama episodes, and converting them to install the app via a reward incentive.
2-3 Months
Lead Product Designer
Product Manager
Backend Engineers
Bullet App Team
Android & iOS Developers
QA Team
Tools
Figma
Miro
Maze
Mixpanel
The Problem
Bullet launched as a standalone micro short-drama app with zero organic user base. Paid acquisition via ads is expensive and conversion rates are low. Z5 had a massive existing user base but no mechanism to expose these users to Bullet content or drive installs. The challenge was to create a discovery experience that converts Z5 users into Bullet app users without disrupting the primary Z5 experience.
The Goal
Design a seamless in-app preview and install funnel within Z5 that introduces Bullet content natively to Z5 users, lets them experience the vertical swipeable micro-drama format without leaving Z5, and drives app installs through a reward-based prompt, all while maintaining Z5's design language with hints of Bullet's distinct identity.
+34%
Bullet Tab Tap Rate
-18%
Mid-Session Drop-off
+41%
Install Prompt CTR
UX Process
Research & Analysis:
A 2-week sprint combining user interviews, competitive teardowns and Z5 behavioural analytics revealed one core truth: users needed to feel the product before committing to a download.
Cold install prompts with no preview showed dramatically lower conversion
Zee brand trust significantly reduced new app acquisition friction
Reward-based incentives meaningfully improved install intent over generic CTAs
Navigation placement at navbar centre outperformed banners and interstitials in cross-sell surfaces, making it the strongest entry point for driving Bullet discovery within Z5.
Pain Points:
Users had zero awareness that Bullet existed within the Z5 ecosystem
Unfamiliarity with micro-drama format created hesitation before committing to install
App install fatigue made users resistant without a clear upfront benefit
Regional content was perceived as low quality without prior sampling
User Personas Summary:
45+ users across Bengaluru, Hyderabad, Nagpur, Patna, and Coimbatore, aged 19-34, all active Z5 users. Majority from Tier 2 cities, students or early-career professionals. Regional content (Kannada, Telugu, Hindi) consumed mostly on mobile during commutes or late evenings. Most used 2-3 platforms simultaneously and were comfortable with app-based transactions. Several had heard of Bullet but had no clear reason to install it.
User Journey Summary:
Users opened Z5 with clear intent, continuing a show or browsing new releases, making navigation habitual and tab-driven. Those who tapped the Bullet tab and watched at least 2 episodes showed significantly higher install intent. The install prompt worked best after the 3rd episode rather than mid-session. The close button reduced pressure and paradoxically increased return visits. Bullet Coins as a tangible reward meaningfully raised the perceived value of installing.
Behind the Build & Wireframes
Product Experience Walkthrough
Usability Analysis & Product Impact
Usability Analysis:
Testing was conducted with 26+ participants across moderated and unmoderated sessions. All participants successfully navigated to the Bullet tab on first prompt. 83% completed at least 2 of 3 preview episodes without dropping off. The episodes drawer was discovered organically by most users. The install screen with Bullet Coins was rated positively by the majority, with the coin graphic and reward copy identified as primary motivators. Two participants initially missed the close button, leading to a design iteration making it more prominent.
Product Impact:
Integrating Bullet natively within Z5 eliminated the cold-start problem by turning an existing engaged user base into a direct acquisition channel. The preview-first approach reframed the install ask from a cold pitch into a natural continuation of something users had already started enjoying. Navbar placement at the centre drove significantly higher entry rates compared to banner or card-based surfaces. The dual-brand execution, Bullet's identity within Z5's trusted shell, built credibility for a product users had never heard of, shortening the trust gap considerably.