Role
Lead Product Designer
Contribution
Visual direction, UX, content & product strategy, design system, user research and testing
Tooling
Figma, Maze, Dovetail, SAP Business tools
Duration
12 Months
Overview
The UEFA Native App and UEFA TV serve as the digital gateway for millions of football fans worldwide. However, challenges such as onboarding complexity, fragmented user journeys, and low engagement prompted a redesign to deliver a more user-centered experience.
Objective
Enhance the user experience (UX) and onboarding processes through UX design, research analysis, and user testing, ensuring seamless navigation, personalisation, and engagement.
Process
- Research and Discovery
- Design Decisions
- UX Design
- User Testing
The Problem
Onboarding Complexity:
- Overloaded forms led to user drop-offs.
- Lack of clarity about app features during the first use.
Poor Content Discovery:
- Difficulty finding relevant matches, teams, or competitions.
- Minimal integration between UEFA Native App (news, stats) and UEFA TV (streaming).
Low Engagement Levels:
- Limited interactive features and personalised recommendations.
- Lack of gamification or incentives for long-term use.
Key Impact Areas:
- High drop-off rates during onboarding.
- Low retention and daily active users (DAUs).
- Disjointed navigation between apps.
Research
User Interviews:
Interviewed 20 active and potential users to understand their frustrations and needs.
Surveys:
Collected quantitative data from 500+ users globally to identify patterns.
Analytics Review:
Examined heatmaps and user flows to pinpoint navigation bottlenecks.
Competitor Analysis:
Benchmarked against platforms like ESPN, DAZN, and FuboTV.
Key Insights:
- 73% of users wanted easier access to content like live matches and highlights.
- 60% dropped off during onboarding due to overwhelming options and unclear instructions.
- Personalixation (favorite teams, competitions) was a high-priority feature for 80% of users.
Solutions and Design Iterations
Onboarding Redesign: Simplify and personalise the first-time user journey.
Streamlined Sign-Up:
- Added single-click sign-in via Google, Apple, and social accounts.
- Reduced mandatory fields to essentials (email, password).
Personalisation:
Users select favourite teams and competitions during onboarding, curating their homepage.
Guided Tour:
Interactive walkthrough highlighting app features like live scores, video streaming, and notifications.
Unified Navigation:
- Integrated UEFA TV’s streaming services directly into the Native App.
- A single sign-on (SSO) for both platforms eliminated login friction.
Personalised Recommendations:
- Leveraged machine learning to recommend matches, news, and highlights based on user preferences.
Dynamic Homepage:
- Updated in real-time with live scores, trending matches, and user-specific content.
Gamification:
- Introduced prediction games with leaderboards (e.g., “Predict match scores to win rewards”).
- Added badges for completing activities (watching a set number of matches, reading articles).
Interactive Features:
- Enabled live polls and chat during matches.
- Users could share match moments directly on social media.
User Testing
Process
- Conducted usability testing with 15 participants using prototypes.
- Collected qualitative feedback and task completion metrics.
- Iterated designs based on findings from each testing session
Findings
- The personalised setup screen was cluttered.
- Simplified UI with larger buttons and progressive steps.
- Users found the app switch between Native App and UEFA TV jarring.
- Unified navigation via a persistent bottom menu.
- Gamification elements were unclear.
- Added tooltips to explain prediction games and badges.
Results
Onboarding success rate improved from 45%
Case Studies
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