About hoichoi
hoichoi is India's leading Bengali OTT platform the digital arm of SVF, Eastern India's leading regional media and entertainment company. We serve 250 million Bengalis worldwide with 650+ films, 185+ originals, and 3,000+ hours of content.
The Role
This is a UX role built around outcomes, not outputs. You won't be measured on how many screens you designed you'll be measured on whether the experience converted better, retained longer, and frustrated less. Reporting directly to the Product Lead, you'll be the person who brings rigour to how we understand users: who they are, how they move through the product, where they drop off, and what it would take to change that.
This is an individual contributor role. You'll collaborate closely with product, tech, and marketing but you'll own the UX craft and methodology yourself. The right person here is deeply curious about user behavior, fluent in data, and allergic to UX work that looks good in Figma but doesn't move metrics.
What You'll Do
- Own end-to-end user journey mapping across the subscriber lifecycle acquisition, onboarding, content discovery, engagement, and re-activation identifying friction, drop-offs, and moments of delight with equal rigour.
- Define, build, and maintain detailed user personas grounded in real behavioral data and qualitative research not assumptions or marketing archetypes.
- Translate research and data into wireframes and interactive prototypes that communicate proposed experiences clearly enough for product, tech, and leadership to act on them.
- Partner with the data and product teams to run conversion rate optimization (CRO) experiments own the UX hypothesis, design the variant, and read the results in terms of what actually changed for the user.
- Conduct and synthesise user research: usability tests, in-depth interviews, session recordings, heatmaps, and funnel analysis bring user signal into every significant product decision.
- Identify and prioritise UX debt: catalogue the experience gaps that are silently costing us subscribers, make the business case for fixing them, and see them through to resolution.
- Work with marketing on landing pages, onboarding flows, and campaign touchpoints applying UX thinking to conversion surfaces that live outside the core product.
- Use AI tools (Maze, UserTesting AI, Notion AI, ChatGPT, UX Pilot, and others) to accelerate research synthesis, persona development, journey documentation, and prototype iteration with your judgement on what to accept and what to rework.
- Be the internal standard-bearer for experience quality bring user perspective into sprint planning, roadmap reviews, and stakeholder discussions so it shapes decisions before build, not after.
Must-Have Qualifications
- 5+ years of UX experience with a portfolio that demonstrates measurable impact on conversion, retention, or task completion rates not just beautiful interfaces.
- Strong command of user research methods: usability testing, jobs-to-be-done interviews, journey mapping, and synthesis techniques that produce decisions, not just documents.
- Proficiency in wireframing and prototyping tools (Figma is the baseline); the ability to communicate a complex flow or interaction clearly and quickly without requiring pixel-perfect polish.
- Data fluency: comfortable working with funnel analytics, session recordings, heatmaps, A/B test results, and cohort data you can read a drop-off curve and form a hypothesis about why.
- Experience running or closely partnering on CRO programmes you've owned a conversion hypothesis, designed the test, and reported on what changed.
- AI-native workflow: you use AI tools for research synthesis, journey documentation, and rapid ideation as a default with at least one example of AI meaningfully accelerating a UX deliverable you shipped.
- Clear, structured written communication you can document a user journey, write a research debrief, or present a prototype rationale in a way that non-designers immediately understand and act on.
Good-to-Have
- Experience on a subscription or streaming product understanding of content consumption patterns, browse-to-play flows, and how habit formation differs from transactional UX.
- Familiarity with personalisation and recommendation surfaces and how UX choices interact with algorithmic content ranking.
- Exposure to vernacular or regional Indian audiences understanding of how language, context, and trust signals differ from metro English-language products.
- Basic proficiency with analytics platforms (Mixpanel, Amplitude, GA4) or heatmap tools (Hotjar, FullStory, Microsoft Clarity) to pull your own data without always depending on the data team.
Why Join hoichoi
- 250 million Bengalis worldwide a large, culturally distinct audience where UX decisions have real stakes and generic patterns simply don't transfer.
- Full ownership of the UX practice. No design committee. No brand-police approval cycles. If your research makes the case, you move.
- Part of the SVF ecosystem alongside Sooper and LoglineAI three distinct product environments where your UX thinking can compound across platforms.
- We're going AI-native across the company in 2026. UX research and journey work are high-priority areas for AI embedding you'll be building the future-state workflow, not adapting to someone else's.
- An IC role with real leadership impact. You'll set the UX standard for the organisation and have the ear of the people who decide what gets built.
Culture & How We Work
At hoichoi, the best idea wins, not the biggest title. We operate in small, cross-functional teams where content, product, growth, and tech sit close together, argue productively, and occasionally steal each other's snacks. It's a lot like a kitchen during a house party: slightly chaotic, everyone's doing three things at once, but somehow the food comes out great.
Ownership here isn't a buzzword; it's the default setting. If something's broken, you don't file a ticket and wait. You're the person who notices the printer is jammed and just fixes it instead of pretending you didn't see it. We ship fast, measure what works, and iterate. Think less perfect deck and more let's see if real viewers actually care.
When big moments arrive, we stretch. But we're equally serious about keeping the pace sustainable, because burnt-out teams build neither great products nor great stories. If that sounds like your kind of chaos, we should talk.
