Case studies

Yoga everywhere: an omnichannel experience that unites mobile, web, and smart TV

Executive summary

A fast‑growing online yoga brand, with more than 600.000 YouTube subscribers and 80 million video views, asked Babini Mazzari to unlock a seamless way for its community to practise anywhere, on any screen. While the existing responsive web platform covered laptops and mobile browsers, performance constraints, limited offline access, and poor smart TV compatibility were eroding engagement.

In just two months, our multidisciplinary team delivered a Flutter‑based native app family, mobile, tablet, and Android‑compatible smart TV, backed by a refreshed microservice architecture and cohesive design language. The result: smoother sessions, timely practice reminders, and a 6% uplift in freemium‑to‑premium conversions driven by the new smart TV channel.

Business context

The client monetises subscriptions, live workshops, travel retreats, and branded merchandise. A performant, omnichannel digital presence is therefore mission‑critical: every second of buffering or awkward navigation is a lost opportunity to deepen member commitment.

Objectives & Pain Points

Targets for performance and consistency

Objective

Description

Enhance performance

Replace the purely responsive site with native code to exploit device GPUs, offline caching, and push notifications.

Extend reach

Offer a lean‑back 4K experience on large screens for users without laptops.

Maintain design coherence

Provide a single, validated UI/UX language usable by web, mobile, and smart TV teams.

Respect compliance

Ensure GDPR, CRPA, and FTC subscription‑rule alignment across all platforms.

Solution narrative

Turning objectives into tangible solutions

Our Design Studio kicked off by running stakeholder workshops and internal user‑journey mapping, distilling the platform’s personality into motion guidelines, colour tokens, and component libraries.

A high‑fidelity Figma prototype, approved before code, guaranteed visual consistency while letting each engineering team flag platform‑specific affordances.

Concurrently, the Web Development unit decomposed the monolithic back‑end into domain‑driven microservices, each hosted on the most cost‑efficient cloud for its workload.

This modularity reduced latency for high‑traffic APIs while allowing granular autoscaling during live‑class spikes.

For Mobile Development, we chose Flutter to achieve a single code base for iOS, Android, and Android TV. Native device APIs enabled:

  • Predictive push notifications that suggest relevant sessions based on personal practice trends.
  • Video‑file encryption and on‑device storage for offline playback without breaching licence terms.
  • Minute‑to‑go alerts for live classes, increasing attendance rates.

To safeguard cost, we optimised offline video chunking and adopted a pay‑per‑use 4K CDN for streaming.

Analytics events, from playbacks to churn signals, flow into the client’s BI stack, enabling cohort analysis and A/B testing of future features.

Timeline & Team Cadence

A sprint-based roadmap from concept to launch

Phase

Duration

Key Outputs

Discovery & Design

Weeks 1–3

Personas, UX flows, interactive prototype

Architecture & API Refactor

Weeks 2–5

Microservice blueprint, CI/CD pipelines

Native Development & QA

Weeks 3–7

Flutter apps, integration tests, smart TV optimisation

Launch & Monitoring

Weeks 7–8

App‑store submissions, observability dashboards

Outcomes

What success looked like—by the numbers

Metric

Result

Smart TV adoption (existing users)

14% started using the TV app within the first month

Freemium‑to‑premium uplift

+6% conversion attributed to immersive 4K experience

Design debt

Zero inconsistencies reported during cross‑platform audits

Compliance

Full GDPR/CRPA audit passed with no findings

Next steps

If your organisation is ready to deliver a seamless, high‑performance omnichannel journey, connect with Babini Mazzari today. Our consultants will co‑create a roadmap, from rapid proofs‑of‑concept to full‑scale delivery, that unifies mobile, web, and smart TV touchpoints and accelerates user engagement.