Treeti

Role: UX Design

Tools: Sketch, Principle

Platform: TV Screen, Web Browser

Scope: Concept Design

Note: All visuals shown are conceptual and for portfolio demonstration only. This work represents internal exploration completed through Momentum Design Lab and was not released publicly. Final product direction or launch status may differ.

A blockchain-enabled streaming platform for independent filmmakers.

Concept project completed through Momentum Design Lab for Treeti, an early-stage startup exploring how filmmakers share, distribute, and monetize their work while offering audiences a curated discovery and viewing experience.

The goal was to craft a visual look that would distinguish it from many established streaming platforms.

As a Product Designer, I contributed to research, ideation, experience strategy, UI and UX design. I co-led discovery workshops, synthesized insights into opportunity areas, defined core flows, and designed onboarding, viewing, and monetization experiences, supported by iterative prototypes for stakeholder alignment.

Concept UI created during agency engagement — not released.

The Problem

Industry challenge:

Independent filmmakers face limited distribution options, opaque royalty models, and lack of audience insights. Traditional streaming platforms prioritize mass-appeal content, leaving indie creators underrepresented and underpaid.

Discovery and research:

Through market research, interviews, and workshops, I learned that filmmakers are often forced into unfavorable financial agreements with no transparency or long-term rights control. Viewers, especially community-driven seekers, struggle to find niche but meaningful films amidst algorithmic overload.

The Personas

Primary Persona: Creator / Filmmaker

Motivations: create, distribute, earn, build audience
Pain: no transparency, no scalable community, limited funds, no access to analytics

Secondary Persona: Viewer / Seeker

Motivations: thoughtful discovery, niche storytelling, learning through film
Pain: content fatigue, poor discovery, lack of discussion spaces

The Opportunity

How might we…

empower filmmakers with ownership, community, and monetization while helping viewers discover meaningful independent films without overwhelming choice?

The Solution

Treeti was envisioned as a creator-first content platform where independent filmmakers could retain rights, track performance transparently, and engage audiences directly without relying on traditional distributors.

By leveraging blockchain technology, the platform aims to create trusted, intelligent connections between independent filmmakers and interested viewers or influencers, helping reduce reliance on major studios.

The final proposal, not launched:

Concept UI created during agency engagement — not released.

The Newsfeed: a personalized homepage that allows users to explore what to stream next.

Concept UI created during agency engagement — not released.

Viewing experience and analytics: Enhanced streaming with the ability to chat to creators, go behind the scenes to monetize, and for filmmakers to understand the influence and engagement on their work

Validation & Iteration

Built IA models anchored in creator workflows
Rapid-tested wireframes with clients
Iterated on onboarding, from feature-heavy entry to guided, confidence-building setup

Wireframes: Newsfeed and exploration