Team Public Profile
GameChanger (GC) is an app-focused sports platform that allows teams in different sports to score and livestream their games. By growing fast and collaborating with Little League World Series, we saw a need of focusing on GC web to allow app users to share a link to a live stream and a team page with people and they also be able to watch games' details.
Project Profile
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Company GameChanger
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Timeline Oct 2023- Jan 2024
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Team Solo designer - 1 product manager - 1 engineer manager, 4 Engineers, 1 QA developer
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Tools Figma, pen & paper, dovetail, Figjam, Hot jar, Respondent
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Process
Requirements, Research, Design, Develop -
Target users
Little League World Series visitors and general visitors of baseball, softball and basketball
Problem Statement
GC website fails to engage unregistered visitors effectively, especially those invited by GameChanger users to watch live baseball, softball, and basketball games. Without highlighting our app's features, we struggle to convert them into users, leading to missed opportunities. Adding to the complexity, we must address the challenge of accommodating various personas with different levels of access to information on the web.
Solution Statement
Creating an engaging team public profile page with live streams, stats, and schedules to drive account creation and team following, leading to app downloads and subscriptions.
Discover
To begin the research phase, I mapped out the current web experience for users with different personas. Then, I conducted a competitive analysis to identify top sports websites and the features users love. Additionally, I conducted interviews to understand user expectations when visiting a sports website. This helped me identify the information users seek to learn about a team and stay engaged, potentially leading to account creation and subscriptions.
If visitors want to watch the livestream and click on play this is what they see!
When a game is live, users can see a live game and scores on the team page
User Segment Analysis
After learning from our potential users and hearing them repeating " I don't know what GC offers after I click on the link I received from [someone they know] to see more about the game", it was time to find answers in our data for some important questions for business:
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How many users currently visit our teams’ “live” tab? What pages are users viewing?
In the past 12 weeks when the project got started, we saw numbers climb into the thousands during the Little League World Series tournaments, and then drop off after that.
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Here’s a view of page views for 4 months. Within this window of time the Little League World Series happened.
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Which GC features have the most interaction via users on the app?
Stats, Live Stream videos and schedule is what I've heard from users and data is backing that up.
Interviews to Persona
After engaging with six coaches during an event and conducting ethnographic research where I observed two coaches facing challenges in real-time lineup additions, I gained a deep understanding of their pain points. This insight enabled me to clearly envision the next steps in addressing their needs effectively.
Competitive Analysis
After delving into competitive analysis, I discovered that there isn't a competitor offering an easy lineup-sharing solution. This realization inspired me to strive to become the premier designer of user experiences in this niche, aiming to provide unparalleled convenience for our users.🎉 Besides competitors' features, I explored methods that we "share information" in daily life to find methods that seem familiar to users.
Research Summary
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Over 4000 people have visited GameChanger teams' pages daily!
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Stats, live Streams and game schedule features are top priorities for users.
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Stats and video of games features have the highest subscription conversion rate.
Define
After gathering data in the research phase, it was time to define what is fans' journey currently and then ideate around how can we improve it by using data we have found.
Journey map
Interviewing fans showed us how disappointing the current experience is and if we show them more information about the features we offer on the GC app, it will encourage them to download the app and even be a subscriber. Let's take a look at what their journey had been before this project launch:
User Needs
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Be able to watch games live on the web for free via a link they receive from others
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On the web be able to see a glimpse of what features the GC app offers
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Interested to see the full games schedule of the team they like to follow
Design
Let's the fun BEGINS!!!!!
Ideation Workshop
After researching user needs, and competitive analysis to understand how others have met or missed those user needs. By reviewing our research outcome, I hosted a workshop with our team and diamond sport leaders in GC to ideate around what features and outcomes we are looking for to meet the project goals and here is a brief of it:
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Teaser info: Additional content on the public team experience that accomplishes two things:
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shares a little bit more about the team’s identity (Team info, Schedule, Live)
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converts a user to create an account to unlock more content or functionality
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Account creation call-to-action: Ability for user to create account or log in to unlock more
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Reward: Additional content once logged in (could be deep link to more content)
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Follow team call-to-action: Opportunity to join team community once signed in
First Iteration - 3 Low-Fi Concepts
After a collaborative ideation session with the entire project team, we brainstormed ideal concepts for this platform. It was crucial for us to develop concepts that are easy to follow and showcase enough features to encourage users to create an account, all while meeting the tight deadline of phase 1 of this project. Following our discussions, I created three UI designs incorporating these features: Team information, Schedule widget, Stats widget, Live tile, Heighlights, ads. I did an ABC testing with users and my team. Number 3 was the ideal one 15/18 people voted to that structure.
Ideation Result summary
User Flow
This project flow was a very complicated one because of the users' persona and the complexity of accessibility to information of a team on the web. User flow was the best way to map out everything and communicate it with engineers and the PM.
Wireframes & Prototype
After discussion with the team and hearing users respond we knew for MVP, the home page needs to include:
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Team information
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Team name
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Staff member name
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Season
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Scores
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City, state
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Follow team option
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Schedule widget
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Live widget
Every single one of these features went through many iterations, and tests before they all were on one page - Team's public profile home page.
Coclusion
We launched this project in Late Jan 2024. We are keeping an eye on success metrics to get back to a discussion about it after 6 months to consider if there is a need for improvement and iterations. Success metrics that we have an eye on:
Primary:
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⬆️ 15% of total accounts created via public team profiles on web
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⬆️ x% increase in fans that have at least 1 team association with 11-20 fans
Secondary:
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⬆️ in session volume on web team pages
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⬆️ Average team community size
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⏱️ Longer average session length
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⬆️ Session volume growth YoY when a live game is happening vs when a live game isn't happening
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⬆️ in app downloads from team web pages