Sports

Role:
User Experience Designer

1. Project Goals
• User Goals:
• Provide a streamlined experience for users to discover and navigate sports content, organised by sport type and competition.
• Allow users to access detailed metadata (such as Dates, Event Stage, and Competition Information) to quickly understand and select relevant events.
• Business Goals:
• Expand content offerings by integrating sports events alongside shows and movies to attract a broader audience.
• Increase viewer engagement by making sports content more accessible and informative through detailed metadata.
2. Research and Define
• User Research: Conducted surveys and interviews with users interested in sports to understand preferences for sports content and relevant metadata.
• Competitive Analysis: Reviewed sports streaming platforms to identify best practices for event categorisation, metadata presentation, and navigation.
• Insights: Users expected detailed event information to help them easily choose what to watch, with a preference for clear categorisation by sport and competition.
3. Ideate and Prioritise Solutions
• Concept Development: Designed concepts for new content tiles with expanded metadata and organised show pages that provide drill-down options by sport and competition type.
• Prioritisation: Focused on a user-friendly layout to present extensive metadata for each event while maintaining consistency with existing show and movie content.
4. Prototyping
• Prototype Creation: Developed high-fidelity prototypes featuring content tiles with comprehensive event metadata. Designed dedicated show pages with navigation to drill down by sport type and competition.
5. User Testing and Feedback
• Testing Sessions: Conducted usability tests to gauge ease of navigation, content discoverability, and the clarity of metadata presentation on web, app and CTV platforms.
• Key Findings: Users found the added metadata helpful for understanding event context and suggested minor layout adjustments for optimal readability.
6. Refinement and Iteration
• Refinements: Adjusted the layout of content tiles to prioritise essential metadata and fine-tuned the drill-down navigation for quick access to specific sports and competitions.
• Usability Enhancements: Added clear visual indicators for event stages and competition details to improve user comprehension, including badges such as “Live,” “Upcoming,” “Replay,” “Highlights,” and “Extras” for quick identification and easy access to preferred content types.
7. Implementation
• Development Collaboration: Worked closely with developers to implement and test the new metadata-rich content tiles and show pages, ensuring smooth navigation across devices.
• Launch Strategy: Launched with analytics to monitor engagement with the new sports content, preparing to iterate based on user interactions and feedback.