Yekra is a groundbreaking digital distribution platform that connects audiences with films to fit their tastes, moods, and values, featuring everything from blockbusters to niche gems.
I served as Head of Product & Design for three years (2012-2015), from its operation out of a condo in the Valley to a $10 million start-up in LA's Arts District. As the lead for design and development of all products and platform, I worked on all major strategic initiatives for branding, business development, and product strategy, as well as the hands-on production of UX/UI designs, prototypes, and wireframes.
Creative Direction, Strategy, UX/UI
in tandem with Digital Telepathy
I managed a complete revamp of the Yekra streaming platform. The core of the original platform was a traveling video player with tools for filmmakers and gathering affiliates. I led the design and partial build of a new streaming platform focused on audiences, in tandem with design agency Digital Telepathy. The scope covered concept to wireframes, prototype, and full interface design. The goal was to offer a quality selection of alternative titles while solving the issues of discovery and browse fatigue.
I went on to design a mobile app to be used by Yekra community to watch films, browse new titles, make purchases, and join a film-loving community that engenders conversation and action around individual themes and causes.