Deutsche Telekom
Empowering Every User: Solving Accessibility Challenges in Smart Home Technology
Overview
Reimagining the experience of the product for all users to increase engagement and enhance value proposition.
The app, a sports entertainment platform, allows creators and sports enthusiasts to record local matches, providing a stage for players to showcase their skills and for viewers to livestream matches. The primary focus of the redesign was to enhance the user experience, making it easier for players to share their matches while ensuring a seamless viewing experience for fans.
My Role
UX Research & Design in a team of 3
Timeline
December 2022 - May 2023 (4 mo)
Scope
4 Flows
|20 Unique Screens
Current Experience
What is the Current Experience like?
- The current app prioritizes displaying short and long-format videos immediately upon opening, disrupting familiar user patterns and creating a frustrating experience right from the start.
- The information architecture is overly complex, leading to cognitive overload and a steep learning curve, making it difficult for users to navigate the app efficiently.
Complex Navigation Duplicated Accounts Poor Content Hierarchy Outdated UI
Experiences
Who are the Users?
- The app aims to foster a community experience for players and sports enthusiasts.
- Users are categorized into three groups, each engaging with the app for different purposes, although a single user may belong to all three.
- The primary users are the players, who utilize the platform to showcase their skills, improve their performance, and leverage the content as a portfolio to secure more match opportunities.
Project Goal
Design Goals
Streamline navigation and content structureCreate a functional and engaging profile sectionFoster Community ExperienceSimplify Information Architecture to improve ease of exploration for users
Process
Behind the Scenes
- We divided the process into two phases. In the first phase, I conducted user interviews and spent time analyzing and mapping the user journey. Afterward, a competitor analysis was conducted.
- Meanwhile, my team worked closely with stakeholders to establish the new brand identity and guidelines.
- Once we gathered all the pain points, the brand identity, and stakeholder expectations, we moved on to concept development and design iterations. We maintained an open channel with the client team to discuss regular updates and seek approvals.
Research
Conducting User Interviews
Objective
- To understand what our users think about the current application and uncover areas for improvement.
Recruitment
- Recruited users from age-group 16-40 from different parts of the country.
- The criteria was to interview current users of the app, they should be playing a sport or sports enthusiast
Key Learnings from User Interviews
Lack of clarity and understanding of the purpose of the application when the user gets onboarded.
Lack of clarity and understanding of the purpose of the application when the user gets onboarded.
Lack of clarity and understanding of the purpose of the application when the user gets onboarded.
Lack of clarity and understanding of the purpose of the application when the user gets onboarded.
Lack of clarity and understanding of the purpose of the application when the user gets onboarded.
Lack of clarity and understanding of the purpose of the application when the user gets onboarded.
Competitor Study
As part of the research phase, a thorough competitor analysis was conducted to gain insights into existing sports entertainment apps and identify industry best practices. By examining key competitors, valuable lessons were learned that informed the redesign strategy, ensuring that the new app not only meets but exceeds user expectations in delivering an exceptional experience for players and viewers alike.
Strategy
- Hotstar provides shows and clips from the matches. It diversifies the content and keep the users engaged with the platform even if there is no live match streaming.
- Youtube’s optimises both it’s long form and short form content by presenting it together in the homepage
User experience
- Youtube presents a very engaging experience to the viewer when it comes to personalised content, buttons like subscribe, save lets you curate playlists and content.
- Youtube provides search suggestions and recommends videos based on the user’s interest
content
- Sportskeeda & ESPN provides content in the form of news, articles, videos. It covers wide range of topics within the sports category.
- ESPN specialises in live coverage of various sports leagues
Concepts
Restructuring Information Architecture
- I worked on a new information architecture to enhance the app’s usability and overall structure. This redesign involved a comprehensive reorganisation of navigation to streamline user interactions and ensure intuitive access to key features.
- Additionally, the new architecture was designed with scalability in mind, incorporating placeholders for future updates and features to align with evolving business requirements.
- This strategic approach aimed to provide a more cohesive and efficient user experience while accommodating future growth and enhancements.
wireframes
Initial Conceptual Designs
visual design
Visual Rebranding
The visual rebranding process was inspired by top contemporary sports apps, with a focus on creating an aesthetic that is sleek, bold, dynamic, inspiring, and cutting-edge. This direction aimed to revitalise the app’s appearance, making it more appealing and engaging for users, while reflecting the dynamic and energetic nature of the sports community.
Design System & Style Guide
final design
The Ultimate Sports Entertainment Experience
Homepage
Takeaway
Reflection
Improving User Interview Techniques
Conducting user interviews requires strong communication skills to help users feel comfortable and answer questions without feeling nervous or frustrated. Going through multiple interview, I improved my approach and managed to gather valuable insights that were crucial for the concept and design stages.
Setting expectations
The clients had ambitious requirements, but with guidance from my lead, I learned to prioritize users needs and pain points, finding ways to incorporate the additional requests where possible.
You made it till the end of the case-study!