beINsports CX Transformation
Redefining fan engagement, revolutionizing how users experience the game, and shaping the future of sports.
BACKGROUND
Reimagine beIN sports service to improve fan engagement and content consumption across mobile and web applications.
Modernise the Content Management System and technology stack to enable the envisioned customer experience.
SOLUTION
AI-enabled solution delivering personalized, contextually relevant sports content through dynamic content adaptation technology and predictive analytics ensuring each user receives a tailored sports experience.
Timelines
CX + Design: 8 Months
Development: 12 months
Agile process, 4 market releases
My Role
CX Strategy
Branding
Product Design
Design System
Deliverables
Co-creation Workshops, User Persona, Customer Journey Maps, User Journey,
Information Architecture, UI/UX Design, Design System`.
PROBLEM STATEMENT
Users navigate a fragmented landscape, often juggling multiple apps and platforms to view live matches, access sports data, and be engaged.
How might we create an integrated sports ecosystem so that beIN can improve fan engagement for sustainable business growth?
BREAKDOWN OF THE PROBLEM
Fragmented content across platforms
Users need to navigate through various apps & platforms to access live sports & analytics.
Low engagement during off-peak seasons
Low footfall during non-live events leads to decreased monetization from Ad revenues.
Consumers leaving traditional media behind
Consumer behavior & interaction patterns are evolving with the influence of modern social platforms.
Information discovery continues to be a challenge
Users struggle to find relevant and accurate information quickly, navigating through fragmented sources, search engines, & apps.
Relavent content for different user archetypes
The lack of content formats tailored to the consumption patterns of users across all age groups with varying needs.
UNDERSTANDING USERS
Worked with the Research and product teams to define value proposition and product roadmap
Sample Size: 30 | Locations: Dubai, Paris
USER SEGMENTS
Traditional fans who enjoy watching live games, match analyses, and in-depth game insights from the comfort of home.
Classic Viewers
Enthusiastic attendees who prefer watching games in social settings with friends valuing social engagement.
Matchday Visitors
Passionate supporters with deep team loyalty, seeking exclusive news, insider updates, and community engagement.
Fanatics
Social media savvy fans who thrive on real-time updates, instant reactions, and engaging in lively online debates.
Reactioners
CUSTOMER JOURNEY MAP
Traditional fans who enjoy detailed match analyses, historical insights, and in-depth player profiles from the comfort of home.
Classic Viewers
Enthusiastic attendees who prefer watching games in social settings with friends valuing social engagement.
Matchday Visitors
Passionate supporters with deep team loyalty, seeking exclusive news, insider updates, and community engagement.
Fanatics
Social media savvy fans who thrive on real-time updates, instant reactions, and engaging in lively online debates.
Reactioners
UNDERSTANDING USERS
Worked with the Research and product teams to define value proposition and product roadmap
Sample Size: 30
Locations: Dubai, Paris
Classic Viewers
Traditional fans who enjoy detailed match analyses, historical insights, and in-depth player profiles from the comfort of home.
Fanatics
Passionate supporters with deep team loyalty, seeking exclusive news, insider updates, and community engagement.
Matchday Visitors
Enthusiastic attendees who prefer watching games in public with friends, valuing efficiency and social engagement via mobile devices.
Reactioners
Social media savvy fans who thrive on real-time updates, instant reactions, and engaging in lively online debates.
Impact
30%
Average Time On Mobile App
42%
Customer Satisfaction Score
31%
Advertisement Revenue
Process
With the futures thinking methodology, we created an environment that facilitated informed decision-making with a sustainable balance between short- and long-term business, product and technology goals, smoothing the transition toward a positive future.
Design Principles
Always a story
Delightfully Human
Simply Essential
Sports for All
Sports thrive on tales of triumph and turmoil, where every design element will contribute to the narrative tapestry.
Infuse each moment with delightful twists and turns, keeping fans engaged and entertained throughout.
Simplify the viewer's journey, offering style, comfort, and adaptability at every turn for a seamlessly enjoyable sports-watching experience.
Design System
A fully adaptive design system that unites Marketing and Product Design. The end-to-end design language creates simple, intuitive and beautiful experiences.
Home
Logo
Intro
Atomic Design
Proton Kit
Typography
Color Pallet
Atoms kit
Iconography
Buttons
Solution Showcase
One stop destination for exceptional sports content.
User Engagement
Personalization
+12% Activation Rate
New Media | User Engagement
Mobile First.
74% Improvement in Resource Utilization
User Engagement | Operational Efficiency
Video Centric Experience.
AI-Powered- Key Moments.
User Engagement
Fantasy Sports.
Predictive Games.
Information Discovery
Gen-AI Powered Experience.
New Media | User Engagement
Immersive Game Analysis.
Monetization
Merchandise.
AI-Optimized Advertising.
Climb Leaderboards.
Earn Rewards.
What Next?
Immersive Game Experience.
Fandom & Community
The Smart Arena.
In Stadium 5G Experience.
Content Commerce.
Dynamic Brand Insertion.
Its was collaborative effort with John Matthews (Product Director), Houssam Owaini (Technology Director), Spandhana Sirdhar (Research Lead), Sayal Riyaz (Technology Architect). Development and deployment of the features is under way!
Key Learnings
Prioritizing the right problems to solve by using the Impact vs Effort metrics.
When a feature is high effort (time & money), it helps running rapid experiments with users to validate the impact.
Prioritizing accessibility and creating a modular and scalable design system for Arabic script.
Continuously work with product management and data teams to measure the design impact.