A game changer for Fox Sports
Client. Fox Sports Australia.
The challenge.
Improve the sign-up and onboarding process for the Fox Sports website and app.
Fox Sports wanted to develop a seamless onboarding experience that was intuitive, frictionless and fun for new users, which would also re-engage inactive users.
Discovery.
Discovery activities were conducted at Fox Sports HQ to identify user needs, project goals and product features.
A thorough three-week sprint included:
stakeholder interviews
co-design workshops
customer interviews, surveys and research
SWOT analysis.
Defining the Strategy.
The UX strategy was to create a tiered commercial model, offering users varying entry levels from free access to premium ensuring an optimised experience. The onboarding process was designed to be visual and progressively engaging. The user could select how much information they wished to be personalised, from choosing either a team sport (e.g. football, cricket) to an individual sport (e.g. tennis, Formula 1). Users could further enhance their experience by customising these choices via personalised alerts and notifications.
Turning Ideas into Reality.
Working with hand-drawn sketches, the team quickly created low-fidelity wireframes for mobile, tablet, and desktop devices. As the approach was component-based design, creating wireframes for device type was simple, speedy and straightforward.
I also wanted to address the voice and tone and inject humour (where appropriate) that would resonate with sports fans.
Creating Prototypes.
The mobile and desktop wireframes evolved into interactive prototypes. These prototypes underwent rigorous usability testing supporting various testing scenarios, from moderated to unmoderated and remote. This approach captured invaluable qualitative data essential for product development.
Learning and Refinement.
Face-to-face interviews with participants were pivotal in gathering feedback across various device types. The insights captured from these sessions led to iterative improvements, eventually culminating in a Minimum Viable Product (MVP).
Successful Launch and Beyond.
The reimagined onboarding process was well-received by customers and the product sponsor. Notably, the research and user experience strategies applied to the onboarding process influenced the Kayo Sports platform. The scalability of these innovations to a major platform like Kayo Sports highlighted the impact of our efforts.
Achievements and Growth.
The outcomes spoke for themselves:
Implementation of onboarding and personalisation on the Kayo Sports platform
Adoption of customer experience strategy for subscriptions across News Corp Australia
The streamlined transition from UX to visual design using Sketch’s component library
Introduction of Fox Sports Design Language System
Enhanced skills in agile principles among Fox Sports teams
Empowering fan research to shape design decisions
Major Highlight.
Orchestrating Design Thinking workshops across the digital business
Achieving stakeholder support for new products through identifying digital and commercial opportunities
Spearheading customer experience strategy, ultimately enhancing onboarding and personalisation on the Kayo Sports platform.
Desktop example of a low-fidelity wireframe displaying how the onboarding process would be presented to users
Desktop version showing the on-boarding process of a single player sport, Formula 1 (F1).
Desktop version showing the on-boarding process of a team sport, National Rugby League (NRL).
Variants of the mobile on-boarding experience. These wireframes were built out as interactive prototypes for usability testing. The tested version used the progressive disclosure technique, only showing the user one item at a time.