FloSports
From frustration to flow. Increasing engagement 23% by improving our No. 1 NPS detractor.
Overview
Creating a better way to watch
Without a dedicated destination for videos, we heard from subscribers that it was difficult to find video content across our website and apps.
Content was curated around real-time storylines, which often disappeared quickly, forcing users to rely on search to find video content.
Framing the Opportunity
Solve today, unlock tomorrow
We knew we could rapidly increase subscriber satisfaction and engagement by creating a dedicated destination to watch the best and most relevant video based content.
Addressing this gap in the user-experience was important. It not only released subscriber pain points but allowed us to create a foundation for future personalization features.
Our hypothesis
IF we remove friction by improving video discoverability
BY making discovery more enjoyable,
WE WILL improve the user-experience (+NPS)
BECAUSE subscribers will have a familiar location to anchor their video experience.
User Research
Data validated our hypothesis
We began by partnering with the Content team to understand the types of content the experience needed to support. We also pulled quantitative data where we saw a clear picture of content priorities for subscribers.
With clear insight into what video content users cared about most, the team ran a series of quick, 2-day asynchronous design sprints.
Key insight: Video-based content is a huge engagement play for the business
• 90.9% of subscribers watch live events
• 76.8% of subscribers watch replays and highlights
• 51.3% of subscribers watch films and replays
Usability Testing
Hello, my name is watch
We put together a quick, mid-fidelity concept and conducted ~8 task-based usability tests with existing subscribers. Our goal was to see if our new Watch concept made it more intuitive to find video content.
User-testing insights
• Customers loved the dedicated home for video content and Live event discovery
• Proposed content categories were easily recognizable and encouraged deeper engagement
• The new experience was familiar and encouraged discovery and deeper engagement with video content
Design Iteration
Insights informed design refinement
With positive insights from our user testing sessions, we continued refining and expanding the components. It was important at this stage to design patterns for all of the relevant meta data that was associated with each content type.
The team stood up an MVP and we launched it as an experiment to closely monitor its real-time impact on key success metrics.
