My Role
UX Reseacher
Deliverables
Primary Research: Social Medial Listening, Autoethnography, online survey and Interview Protocol
Secondary Research
Information Architecture
Storyboard and User Flow
Success Matrix
All team members contributed in primary and secondary research and information architecture
Team member
6
Context
We collaborate with Sky Sports to tackle their issue and deliver an evidence-based and meaningful design outcome.
About Skysports
Sky Sports is Europe’s leading sports broadcaster, hosting major events like the Premier League, Bundesliga, and F1.
With over 30 years of experience, they provide extensive live sports coverage, analysis, and exclusive content for sports enthusiasts.
Duration
Apr 2024 - May 2024 (6 weeks)
Lean UX Process
Brief
Expanding Fandom: Female under 35
Sports remain male-dominated, with early barriers hindering women's engagement.
Current experiences miss the mark for under-35s, who prefer social media for Sky Sports content.
They find Sky's digital platforms unengaging as their primary sports source.
Last year
Female
18%
Under 35
26%
Expand this reach and
ensure sustained long-term engagement
with these audiences.
Research
Secondary Research - Key Finding
How might we
HMW help onboard people into a sport?
HMW make sky Sports feel inclusive for fans?
Target Demographic
Females, under 35
Focus for project
One sport - Football
Primary research
Online Survey
20
Respondents
Online Ethnography
3
Platforms
Interview
3
Participants
Autoethnography
5
Participants
Research Insight
Insight 1
Using ‘Key’ Moments as a Gateway into Football Fandom
Key moments, like a first live match, engage female fans by creating lasting memories and fostering continued interest in sport
Insight 2
‘Shared Experiences’ play a pivotal role in keeping female fans engaged
New female fans can be effectively onboarded through shared experiences with friends/family, offering bonding, lasting memories, and interest-sparking
Insight 3
Using the ‘Talent’ as a Gateway into Football Fandom
Having a favourite player to support from the start can help new fans expand their football knowledge, while access to players' and teams' social media fosters a personal connection.
Proto-persona
Sarah
Aged 23
Background
· Played sports as a child but stopped when she reached high school
· Lives with friends in uni accommodation
· Loves socialising with her friends, going to the pub, trying new things
· Does not have a Sky Sports subscription
Saying
"I don’t really get the rules of football, but it seems exciting."
Doing
Occasionally watches football games with friends but doesn’t engage much.
Thinking
“I would love to get involved, but I am not sure where to start”
Feeling
OVERWHELMED with all the information available online that she doesn’t know where to start
End Goals
I want to be part of a community of people who are like me
Experience Goals
I aim to comprehend and add value to the football-related discussions my friends engage in.
Painpoints
· Don’t know where to get reliable information.
· The football rules are so complicated and I don’t know how to get familiar with that
· Can’t find a fully integrated platform
· Don’t feel included when I want to interact with people online / with friends
UX Vision Statement
We believe, there is an opportunity to design a product or service for time poor young female students with low disposable income, that encourages them to shift from being social spectators to pro-active football fans without breaking the bank so that they can understand and contribute to the conversations their friends have about football, and become part of the football community.
Design
Design Principles
Supportive
Providing clear, accessible guidance and reassurance
Inclusive
Helping bridge the gap for new fans to become part of the football community
Memorable
Facilitating long-lasting memories through football
Pathway to Fan Ambassador
Storyboard
1.
Sarah's friend recommends Kickstart because Sarah expressed interest to learn about football
2.
Sarah is pleased that Kickstart recommends a Captain (Katie), based on her interests.
3.
Feels comfortable discussing football with Katie and gains confidence.
4.
She is excited that Katie is organising a meetup at a pub!
5.
Sarah reads the content created by Katie and feels informed.
6.
Feels safe after checking the reviews about the venue
7.
Sarah uploads photos to the "Key Moments" section in the Yearbook.
8.
Empowered by Kickstart and Katie, Sarah can now enjoy and understand football with friends and family
App Journey
Sarah
User
Action
Join
・Download and create account
・Explore interest towards football
・Join interested groups and meet Captains
Onboarding
Join group
Use
・Find a “Group meetup night” in group chat.
・Check the details of the event and venue
・Join the group meetup.
Group event
Add to Yearbook
Develop
・Go through the learning tools
・Apply to become a Sky Sports Captain (eg: Quiz)
Becoming a Captain
App Journey
Katie
Captain
Action
Join
・Seeks more female fans
・Motivated by incentives & Perks
・Credibility ensured via Quiz and Reviews
Onboarding
Choose matches
Use
・Organizing meet-ups
・Watching matches with Sarah
・Reviews Venues (Screenings, Atmosphere)
Find nearby venues
Create group event
Develop
・Uploading content to the Yearbook
・Upgrade and level up by getting badges (eg: Holding 10 successful events)
Yearbook
Profile with badges
Key Features
Onboarding
Connecting new fans with Captains and Communities who share their interests—both on and off the pitch—helps them find a favorite player to support, deepen their football knowledge, and build personal connections through social media. Also, allows you to apply to be a Captain, if thats who you are.
General Interests
Football Familiarity
Football Interests
Communities & Captains
Match Screening
Join fellow members at offline match screenings organised by your Captains. Learn the game, socialise, and make memories!
Homepage
Group Chat
Meetup
Review
Yearbook
Homepage
Yearbook Page
A one-stop shop for everything you love about your favorite teams – stats, highlights, key moments, and your own personal memories, all in one place.
Host a Meetup
by Captain
Captains organise meetups at venues for match screenings, fostering excitement among new fans and gathering reviews to ensure enjoyable and safe shared experiences.
Watch Page
View Match
Live Screening Map
Review Venue
Develop
Success Metrics
Retention and Engagement
Measuring use of the app in 1 day, 7 days, and 30 days after download and launch
Measuring daily and monthly active users
Drop Offs
Understanding if and when users are performing key activities (for example, chatting with Captains and event attendance)
Measuring Users' Competency
Increasing users' feelings of competence and confidence in completing tasks and understanding football.
Measuring the time taken to complete tasks and self-esteem using Rosenberg’s self-esteem scale
Ensuring Re-engagement
Female Fans
Captain
Value Framework
Key Benefits For the
User
Captain
Sky Sports
Society
Reflections
Over the past 7 weeks, we’ve seen how our four key themes have influenced our work, shaped our understanding of the project, and strengthened client relationships.
Flat Hierarchy
We consciously chose not to have a team leader, ensuring every voice was heard. This required creative decision-making, like using voting systems and sharing work fairly. While this approach slowed down some processes, it created a harmonious environment where everyone felt valued.
Supportive Team
A supportive team environment was essential. We focused on helping each other, fostering open communication, and including everyone in discussions. Intentional breaks and fun outside of work strengthened our bond, making feedback more constructive and collaborative.
Storytelling as a Method
We used storytelling to present our findings, making them more relatable and accessible. This approach not only helped us connect with our users but also allowed us to communicate our ideas clearly to the client.
Valuable lesson
Throughout the project, we learned key lessons that are transferable to future work, including the importance of direct communication, consistent preparation, and stakeholder engagement. Defending project goals and following up effectively were also key takeaways that will guide us in our professional careers.
