If you can't catch the live coverage then there are mini matches and match highlights of games. If your after an even more bite sized portion of the action then there are goal highlights and even post match interviews.
Realigning the Optus Sport watching experience with their new energetic branding to drive engagement for all levels of fandom
Product Designer
I translated stakeholder goals and research insights into concept directions and high-fidelity prototypes across mobile, web, and TV platforms.
Project Timeline
Discovery 3 weeks
Stakeholder Kickoff
UX Review
Current User Testing
Research Trends
Experience Statement
Rapid Concepting
Present Framework
Deliver framework
Testing 1 week
Updates and New Features
User Testing
Collate Insights
Update Framework
Design System 2 week sprints x3
Stakeholder Review
Design Key Screens
Review Key Screens
Feedback Updates
Update Experience Toolkit
Hardening 1 week
Review Experience Toolkit
Final Updates
Delivery To Client
Kicking Goals
With no shortage of soccer coverage available through Optus Sport, the first goal was to highlight content as the star through a large focus on discoverability tailored for all levels of fandom whilst empowering avid fans.
Our second goal was to provide a Premium Sports Experience with a refresh of the user experience, that would be applied to the newly developed Optus Sport backend.
Understanding the
current state of Optus Sport
In the workshop with stakeholders and product executives a wide range of ambitious features were identified.
However after early customer interviews we were able to separate features that were ‘nice to haves’ and instead shift our focus towards features that added to the desired goals of providing a premium sports experience.
The Game Plan
Making Content the Star Player
Dynamic Home Screen Content
PRE-GAME
Next Game
Coming Up
Games
Favourite Team
Latest News
League
Shows
Top Player Stats
LIVE GAME
Current Live Game
Other Live Games
Coming Up Games
Favourite Team
Latest News
League
Shows
POST GAME
Game Results
Recent Games
Coming Up Games
Favourite Team
League
Shows
Top Player Stats
OFF PEAK
Featured Originals
Continue Watching
Shows
Favourite Team
Classic Matches
League
New Formation
To complement the Optus Sport refresh we experimented with moving away from the traditional 16:9 tiles and instead adopting 1:1 and 2:1 stacked tiles.
User testing of the new tile ratio was well received with testers unanimously commenting that Live and Upcoming games were easier to recognise at a glance.
The most notable advantage of updating the content tile sizing was the ability to deliver and tease more content to users. In the same area, we were able to display up to 5 games where we traditionally would only be able to display 1 full tile plus 1 peeking off-screen.
Catering to all Optus Sport fans needs
From customer interviews we identified 3 key personas for Optus Sport:
Casual, Enthusiasts and Hardcore Fans.
These personas were used to conceptualise features that understood each of their friction points and solved their needs.
Casual Fans
By surfacing recommendations and tailored content, we kept Casual Fans in the know across all major games without overloading them with too much match data.
Featured Games
Quick Stats
Enthusiast Fans
Displaying high-interest and personlaised players/team content to our Enthusiasts Fans provides an experience that supports their growing level of fandom.
Favourites
Notifications
Hardcore Fans
Our most knowledgeable fans want as much match data as possible, both before and during the game. More importantly they want to enjoy a spoiler-free watching experience.
Spoiler Protection
Detailed Stats
Keeping The Pace
The use of animation within the Optus Sport app helps to keep the electric energy of live games alive, even when there aren’t any available.
From the moment you launch the app to diving into a game, we aimed to keep the journey fluid without ever distracting from both match goals and user goals.
Start Up
Loading State
Account Login
Jump to Key Events
The Final Score
The final deliverable to Optus included an online toolkit that acted as a source of truth for all working teams, alongside high-fidelity designs for the full app experience across mobile, web, and TV platforms.
Optus Sport launched successfully and here's what the fans had to say…