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LiveScore Player Pages
LiveScore Player Pages
INTRODUCTION
User engagement on LiveScore’s Player Pages is relatively low based on captured analytical data. Player pages could bring a lot more audience to the app if we could tap into the specific areas users care about with respect to the player profiles and how player information is used for fantasy football & betting. Additional to that, the player pages UI is outdated. This gives us a two-fold opportunity for redesigning player pages and increase user engagement.
MY ROLE AND TEAM
I was the lead designer for this project working with a Project Manager and team of 4 developers. My responsibilities included conducting research to understand the problems with current player pages, identify opportunities, understanding the key information users care about and then using those insights to create a revamped experience.
PROJECT OBJECTIVE
Revamp the designs and experience of Player Pages and increase the daily and monthly active users and improve user engagement through push notification.
RESPONSIBILITIES
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Secondary Research
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Analytics Analysis
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Primary Research: Interviews & Card Sorting
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Data Analysis
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Defining Product UX Vision
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Defining User Experience & Ideating
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User Testing
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Crafting Visual Designs
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Collaboration with Engineering Team
PRODUCT TYPE
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B2C
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Mobile App
DESIGN PROCESS
While the process was divided into different stages, it wasn’t a linear one.
RESEARCH
I looked into our existing data for secondary research, but heavily focused on primary research.
Research Plan
I created a plan to capture the engagement and traffic of current player pages while aiming identify:
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What types of player information do users find useful?
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How users search for player information such as history and stats?
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How insightful do users find the player information that’s available on the platform?
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What player stats are important for the users in different scenarios?
Analytics data
Captured analytics data from Amplitude helped to determine the traffic on player pages.
This data also helped up to understand which pages users visited the most on player profiles.
User research scripts
I created 2 scripts for the unmoderated interview and card sorting sessions.
Unmoderated Interview:
Sample Size: 7 participants
Unmoderated Card Sorting (for player stats):
Users were asked to rank stats in different categories.
Sample Size: 15 participants
Unmoderated user interview
Unmoderated card sorting
Data Analysis: Affinity Mapping & Card Sorting
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Data gathered from the interviews was analysed using Affinity Mapping.
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ChatGPT was used to rank the different player stats to identify the stats users care about the most.
Player buzz/news and stats attract users to player specific pages
Player traction is driven by team news
General bio of a player is essentials when users are looking up player their team is interested in
Player following is more likely an attractive feature for users who participate in fantasy football and want to track progression
Stats are the most important. Users are interested in various stats, which change depending on the player’s position.
Users look for stats from various sources and don’t particularly stick to just one.
Users look for stats for the betting & fantasy football. Such categorisation is currently not available.
Cumulative career/season stats are more important than match specific stats.
Users found it confusing to find player information in the matches tab of player profile
DEFINE
After having a clear understanding of user’s need and design opportunities, I defined a Product Vision (UX + Business Vision) statement that aimed to create value for the users while aligning with business goals.
PRODUCT VISION
Create an engaging “Player Page” experience for the users that can help users to follow their favourite players and gain easy access to their individual stats and team contributions across competitions and in turn improves user engagement by increasing weekly & monthly active users.
DESIGN IDEATION & TESTING
Inspiration
Explored magazines as inspiration for the player pages. The idea was, users should be able to build a general understanding of the player, recent matches and their attributes that gives a highlight of the player’s recent form and progression, similar to how a magazine cover.
Design Iterations
Created ideas in both, low and high fidelity with quick testing and iteration cycle, while capturing feedback from users as well as the stakeholders.
User Testing and Stakeholders Feedback
Users liked the card design and information shared such as the market value and rating
Articles stands out and help to inform the current status of the player (injured or available)
Can find the information insightful when looking at a new player.
This would give a great snapshot of player’s impact in the recents games. Helps to learn about a player.
Comparing playing position is interesting and insightful since for some players their primary position isn't always their best statistically like ranked position.
Users shared desire of having more media in the player profiles such as recent highlights.
FINAL DESIGNS
Final designs were based on the user feedback and aligning the designs with the current business goal and scope, while achieving consistency across the product.
NEXT STEPS
As part of continuing to make the player pages on LiveScore a valuable destination for users, next phase would include the following
Strategically re-organise player stats for different use cases to make them even easier to scan for the user
Build the ability for users to be able to filter stats that specifically impact betting and fantasy football decisions
Bring personalisation to player stats by building a feature that lets users create their own custom Stats Stack
Provide users with the ability to compare players across different teams and competition
Provide users with the ability to compare a players season progression with previous season.