Next-Gen ESPN+ App
My RoleLead Product Designer. Collaborate with Product, Engineering, Editorial and Marketing teams on a full redesign of the ESPN app. Additionally, I worked alongside Disney Streaming teams on user research to drive payment flows and authentication status, integrating ESPN+ MultiSport purchasing into the ESPN App.
StrategyOffer a direct to consumer subscription package for additional content not currently offered to linear channel providers. Customers will have the option to subscribe to a new service that provides them access to up to 10,000 + additional sporting events per year. Bring ESPN+ to all platforms in 2018.Redesign and transform Mobile/Web/OTT applications to support new business model.
Competitive AnalysisFirst, I did research to analyze and identify the competitors. Evaluate their strategies and usability to determine their strengths and weaknesses relative to our product and service. During this phase I tested purchase flows, check-out process, authentication, multi-device login, personalization, and content structure.
User ResearchI worked with Disney Streaming Services and talked to users to help us understand the market with purchase integration of MLB.tv, PGA Tour Live and NHL.tv. I then built personas for our top three user demographic to uncover goals, frustrations, motivations and needs. During this phase I understood how real people find and consume sports on different platforms. Identified key drivers for subscription, usage patterns and current behaviors that may inform our design decisions. What is the language/taxonomy of users?
We validated the assumptions and ran quantitative user testing to test our theories and hypothesis and obtained feedback from fans on their initial reactions.
