Sporttotal.TV sought an updated website to elevate the user experience for their audience. The user research-driven requirements were centered around creating a platform that appealed to a diverse range of users, from tech-savvy millennials to older generations, and enabled them to enjoy the breadth of sports offered on Sporttotal.TV. The goal was to establish the site as the go-to destination for grassroots sports across Germany, Switzerland, Belgium, Austria, and the UK.
After conducting an in-house survey with Sporttotal.TV employees and gathering feedback from social media users, I was able to gain insights into user thoughts on the design and usability of the current website. As anticipated, several issues were raised by participants, with many highlighting concerns with Design, Usability, and Functionality. Utilizing these results, I generated a series of ideas for potential improvements to the Sporttotal.TV website.
Following the research analysis, I developed personas to represent the broader range of users and their respective goals and characteristics. By gaining a comprehensive understanding of our users through these personas, I was able to create a product that takes into account their needs, frustrations, and, most importantly, fosters empathy and understanding for the end-users.
To complement the user personas, I designed user flows that depict the journey our users have to undertake to achieve their objectives. The following user flow illustrates how a user can navigate from the home screen to the final game, in this case, a specific football competition game they wanted to stream live. Keeping the process as straightforward as possible was my goal, to enable users to achieve their objective with ease.
To address the issues with the current user interface, I conducted a heuristic evaluation to identify areas of improvement in terms of usability and user experience. Based on the findings, I proposed a redesign of the user interface that would incorporate modern design trends and best practices in UXUI design. The new design features a more intuitive layout, clearer navigation, and a more engaging visual design.
To ensure consistency across all platforms, I created a comprehensive style guide that includes guidelines for typography, color palette, and imagery. The updated branding and style guide create a cohesive message that reinforces the sporttotal.tv brand and identity.
The new design is aimed at enhancing the user experience and making it more intuitive for users to navigate the site. The design incorporates elements of familiarity to make it easier for users to find what they are looking for, as well as modern design trends to make the site visually appealing and engaging.
As a senior product designer, I faced various challenges in this project, ranging from stakeholder management to user feedback incorporation. One of the key challenges was aligning different departments' success metrics with the overall project goals. However, I was able to overcome this challenge by ensuring that all successes were geared towards the company's goals rather than individual interests.
Having ownership of the product enabled me to explore new ideas and take risks to create a unique and valuable product. To ensure the success of the project, I maintained open communication channels with all stakeholders, including the CEO, marketing team, and users via Sporttotal's social media platform. Gathering relevant feedback and insights allowed me to add value to the product and improve its overall performance.