From Services to Product – Quickplay
Methods & Outcomes
- Business model transformation advisory
- UX stakeholder workshops
- Workflow redesign
- Heuristic and interface review
- Strategic UI design and validation
Team
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What happens when an engineering powerhouse learns to think like its users?
Highlights
Quickplay is a technology company delivering premium video content over any device and network. Traditionally a managed services provider, the company set out to transform its offering into a self-service SaaS platform, enabling clients to license and operate the tools themselves. That pivot required a complete redesign of workflows, interface, and product philosophy.
DFFRNT was engaged to help reorient Quickplay’s engineering-led team toward user-centric design. Through stakeholder workshops, user research, and iterative design reviews, DFFRNT helped reshape the product experience around real-world business needs and user flows, ensuring the new interface is intuitive, efficient, and future-ready.
The Client
Quickplay serves Tier 1 operators in streaming media, paid TV, and live entertainment. After acquiring the Quickplay platform and managed services business in 2020, the new leadership team sought to scale the company by transitioning from professional services to a licensing model.
The Challenge
Moving from internal workflows to client-facing products meant redesigning everything, from interfaces and workflows to menu hierarchies and interaction logic. Engineering teams were accustomed to building technical solutions, but not necessarily designing for user experience.
Quickplay needed to:
- Rethink the interface for external client use
- Streamline workflows and reduce friction
- Help internal teams embrace design thinking
"We want to understand the flow of how users work so that the structure of the menus, the hierarchy, the taxonomy and the labels are all reflective of the way people actually think about their jobs. Using that understanding, we then design the user interactions for maximum efficiency within the technical constraints of the platform."
The Solution
DFFRNT led collaborative workshops with Quickplay’s engineering team to shift the mindset from “feature delivery” to “problem solving.” The team used research and best practices to design user journeys, menu structures, and interactions based on how people actually work.
The engagement included:
- Strategic workshops with stakeholders
- Review of screen designs and workflows
- Redesign of the CMS interface
- Ongoing design validation with real users
DFFRNT brought a strategic lens, focusing not only on UI improvements but on aligning the platform to user tasks and business goals.
The Outcome
Quickplay’s redesigned content management system is already receiving positive feedback from customers and stakeholders. The new UI supports a smoother experience, positions the platform more competitively in sales conversations, and aligns with the company’s vision for SaaS scalability.
While full rollout is still underway, the transformation has created internal alignment and laid a foundation for continued product evolution guided by user experience.
Key Takeaways
- UX is critical when transforming services into products
- Engaging engineering teams in design thinking builds better outcomes
- Good interface design reflects how users think, not just how systems work
- Design workshops foster shared ownership and alignment
- Strategic UX improves not just product usability but sales narratives
"The reason I chose to work with DFFRNT was that they had a strategic aspect to the way they thought about user engagement, beyond just making screens."
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