This case study was part of my UI and Visual Design bootcamp with Created Academy. The brief was set by industry leading design studio Nomad who tasked us with designing the interface for a new sports streaming platform (fictitious brand - GO Sport).
GO are looking for a visual update of their streaming service to be used on mobile devices. The main problem identified by the brand was that users were increasingly growing frustrated by the many features and overall poor experience when navigating through the app. This ultimately resulted in a drop of subscriptions (-15% in comparison to previous Qtr) and a significant decrease in engagement from existing users (-25% in comparison to previous Qtr).
Based on user flows and research developed by GO's internal team, the aim was to redesign GO's streaming service for mobile and create a personalised experience for users. This included a complete review of current features and functionality, conducting UX research and developing personas as well as redesigning GO's current app and onboarding experience.
Our goal was to eliminate any distractions and friction that causes the drop in engagement. The main outcome desired from the brand was to increase both subscriptions and engagement on app by the end of next Qtr.
As the sole UX UI designer for this project I worked on reviewing the brand's current product and existing research. Listening to interviews with existing users and identifying pain points.
Structuring all research findings and developing personas to identify the main GO audience groups. Ideating and developing wireframes (from paper to High Fidelity) as well as building GO's new mobile prototypes ready for testing with users. I also worked on developing a design system in Figma.
After reviewing both quantitative and qualitative data conducted internally, I was able to identify two main audience groups. Those users were equally passionate about using the product but with very different goals when navigating through the app (zoom in on the research to read).
Based on all research and findings, I developed two personas that could serve as a starting point for developing the new mobile solution for GO.
The Sports Fan who is an infrequent user and uses the app to check the latest scores and only watches the most important sporting events. They mainly use the app to get informed about results and fixtures.
The second persona represents 'The Sports Fanatic', a daily user of the GO app who is obsessed about sports and watches most games of their favourite team. They read the news, watch the highlights (multiple times), watch live sport and closely follow results / upcoming sports fixtures.
Based on all data and research conducted, I identified that there was an overlap in behaviour between our main audiences. Both followed a particular team / teams and wanted to see as much personalised information about their team as possible.
Through letting them choose their favourite sports / teams during the onboarding experience, we could later filter all relevant content to them. This hypothesis suggests that users would spend more time reading/watching relevant content rather than searching for it.
Research clearly revealed insights about most frequent use cases and what people cared most about when using the app. I've tried to build a navigation which addresses most use cases and allows for people to access the most desired information in the quickest possible way.
It was really important for users to have a quick way of checking previous match results and look into what's coming next. It was also important for them to be able to access live sports streaming from anywhere in the app.
The main challenge with this section of the app was to design it in a way that would allow the user to access all past results and upcoming fixtures at the same time for all sports divided by sport / competition / date.
The main goal here was to create an instant experience for users who would be able to navigate between different sports and competitions effortlessly.
This prototype has been produced for testing purposes only. Further iterations and research would determine the effectiveness of the current experience.
I also worked on developing a design system for GO in Figma with easily reusable components.
