BT Sport multi-platform app
Designing a unified experience across mobile, tablet and TV streaming platforms to increase reach, streamline content discovery and deepen user engagement.
Overview
When I joined BT Sport, the existing mobile and tablet apps were cluttered with non-engaging content, difficult to navigate, lacked consistency across platforms, and there was no dedicated TV streaming experience. The challenge was to design a unified, video focussed app experience across a wide range of devices with multiple input methods while improving content discovery, aligning with platform-specific best practices and increasing user engagement.
My role
I was the lead designer on the BT Sport apps throughout my time at the company, leading the end-to-end design process for the initial redesign and driving continuous improvements and introducing new features based on usage data and customer feedback. I worked in close collaboration with product managers, content editors, developers and marketers. Additionally I planned and coordinated user research and usability testing, partnering with a research agency to gather actionable insights using prototypes I built at various stages of the design process. I also collaborated with product and marketing teams to run A/B experiments focused on increasing feature engagement, subscription uptake and marketing opt-ins.
Key outcomes
- •Modular layout across all platforms made it easier for editors to manage content using a single CMS.
- •Enhanced content surfacing and personalisation drove increases in daily active users, time spent in-app and videos watched per session.
- •Improved app store ratings and an increase in positive customer feedback online.
- •Secured new partnerships with major streaming hardware manufacturers, helping reach new audiences.
- •A/B experiments led to measurable increases in feature engagement, Monthly Pass purchases and marketing opt-ins.
User research and testing was conducted throughout my time at the company using prototypes created with Figma and Unity to help inform design decisions.
Modular layout gave a consistent experience across all platforms and made it easy to manage content using a single CMS.
The designs aligned with platform-specific best practices to ensure a seamless experience across all devices.
I led the end-to-end design process from creating wireframes to handing off hi-fidelity designs and prototypes.
I worked closely with the editorial team to regularly find ways to improve content surfacing and personalisation.
A/B experiments were conducted on screens and journeys throughout the app to increase feature engagement, subscription uptake and marketing opt-ins.
Feedback from customers was constantly reviewed to help indentify improvements for the app.