Globoesporte.com

Globoesporte.com

A Minimum Viable Experiment to enhance live perception

A Minimum Viable Experiment to enhance live perception

2019 • Globo.com • Interaction • Visual Design

2019 • Globo.com • Interaction • Visual Design

Context

Globoesporte.com is the #1 sports website in Brazil, with over 7 million unique users per day. Its reputation as a trusted news source about soccer and other sports has consolidated it as the #1 top-of-mind website for sports news in Brazil.

Business Strategy

Grupo Globo is moving towards a business model that focuses on subscription, capitalizing mostly on video content.

Currently, Globoesporte is going through a transition phase – from a trusted news portal to a complete digital hub for sports. Emphasizing media content has proven to be an effective way of translating this strategical change.

The challenge

Highlighting Live Content

The live match is Globoesporte's premium moment. User come from all sources to consume live match coverages. Since 2018, Globoesporte has expanded the coverage of soccer matches, now gathering live streams from three different providers into one single product. But user research has shown that most users have not perceived this change and do not see the product as the best place to watch live matches (yet!).

Understanding the Problem

Because of the championships' structures, it's quite common for matches to happen at the same time. In these cases, the website's homepage acts as an important aggregator for live content.

However, the homepage's old highlight component was created for news features. It did not emphasize the liveliness of the matches and was inefficient in using imagery to engage users emotionally.

The app and mobile versions were inconsistent with the desktop versions – there was no highlight component. Live matches were displayed in the first positions of a chronological feed but in the same format as other news.

Because of the championships' structures, it's quite common for matches to happen at the same time. In these cases, the website's homepage acts as an important aggregator for live content.

However, the homepage's old highlight component was created for news features. It did not emphasized the liveliness of the matches and was inefficient in using photography to engage users emotionally.

The app and mobile versions were inconsistent with the desktop versions – there was no highlight component. Live matches were displayed in the first positions of a chronological feed but in the same format as other news.

Destaque atual copy

The solution

Definitions and Applications

I was part of the design team tasked with developing a new form of highlighting live matches. In a unified front, we constructed the vision for a new highlight component and divided the tasks between information architects and visual/interaction designers during the execution. We crafted an iterative experiment to evaluate the user's reaction to a new format.

Play for video

Nothing says live content like pictures in motion!

Media priorization

Media priorization

Because the content was sensitive to several conditions (availability, user subscription status, geolocation, the match's timeline, etc.), it was necessary to map and organize a set of rules to define which media would be displayed for each content in each condition.



Careful image selection to fit the moment of the match

Straightforward and emotional

Responsive and Multi-platform

Responsiveness

Adaptability to the match's timeline

Pre-jogo

Pre-match

Before the match begins, the warm-up

Post match

Comments, analysis and live interviews

Post match

Comments, analysis and live interviews

Post match

Comments, analysis and live interviews

Pós-jogo

Results

In a joint effort with the editorial team, the new highlight component is being rolled out to users as an A/B test. New iterations are being drafted. Results are recent but very promising! 

The team

Lena Sotto Mayor  Visual and Interaction Design 

Willian Berwanger  Visual and Interaction Design 

Marcela Maués  Information Architecture and Logic 

Ana Paula Miranda  Information Architecture and Logic

Jonatan Zylberstjen  Design Intern 

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© 2020 Lena Sotto Mayor.

© 2020 Lena Sotto Mayor.