Globoesporte.com

Globoesporte.com

A Minimum Viable Experiment to enhance live match perception

A Minimum Viable Experiment to enhance live match perception

A Minimum Viable Experiment to enhance live match perception

A Minimum Viable Experiment to enhance live match perception

GE Home Live

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 did not perceived this change and did not see the product as the best place to watch live matches.

Understanding the Problem

Because of the championships' structures, it's fairly 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 not efficient 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

Crafting an iterative experiment

The team

Lena Sotto Mayor  UX/UI

Willian Berwanger  UX/UI

Marcela Maués  IA/UX 

Ana Paula Miranda  IA/UX

Jonatan Zylberstjen  Design Intern 

I was part of the design team tasked with developing a new form of highlighting live matches. After several discussions with the stakeholders, a spark for a new highlight component for the homepage was ignited. In a unified front, we created a plan for the execution and validation of an iterative experiment to evaluate the user's reaction to this new format. 

Tasks were divided between all collaborators and my main responsabilities were designing a responsive modular system that encompassed the headline text and elements, their relationship with the overall component and page structure and how they would be displayed in each match scenario.

I was part of the design team tasked with developing a new form of highlighting live matches. After several discussions with the stakeholders, a spark for a new highlight component for the homepage was ignited. In a unified front, we created a plan for the execution and validation of an iterative experiment to evaluate the user's reaction to this new format. 

Tasks were divided between all collaborators and my main responsabilities were designing a responsive modular system that encompassed the headline text and elements, their relationship with the overall component and page structure and how they would be displayed in each match scenario.

The solution

Definitions and Applications

Definitions and Applications

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 establish a set of rules to define which media would be displayed in each scenario.

Careful image selection to fit the moment of the match

Straightforward and emotional
Straightforward and emotional

Responsive and Multi-platform

Responsiveness

Adaptability to the match's timeline

Adaptability to the match's timeline

Pre-jogo
Pre-match
Before the match begins, the warm-up
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 was rolled out to users as an A/B test. New iterations are being drafted. Results are recent but very promising! 

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

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© 2020 Lena Sotto Mayor.

© 2020 Lena Sotto Mayor.