Globoesporte.com / Globo.com · 2020

A minimum viable experiment to highlight live content

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.

The challenge

Highlighting Live Content

Highlighting Live Content

Highlighting Live Content

Highlighting Live Content

The live match is Globoesporte's premium moment. However user research showed that most users did not perceive the product as a place to watch live matches.
When matches are happening simultaneously,  the website's homepage acts as an important aggregator for all live content. However, the 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.
 

Crafting an iterative experiment

Crafting an iterative experiment

Crafting an iterative experiment

Crafting an iterative experiment

Before completely changing the design solution on the product's most accessed page, the design team created a plan to evaluate the user's response to this new format.  I was responsible for 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 team

Lena Sotto Mayor (UX/UI)
Ana Paula Miranda (IA/UX)
William Berwanger (UX/UI)
Marcela Maués (IA/UX)
and Jonatan Zylberstjen (Design intern)

The final solution

Definitions and Applications

Definitions and Applications

Definitions and Applications

Play for video

Play for video
Play for video
Play for video
Nothing says live content like pictures in motion!

Media priorization

Media priorization
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

Careful image selection to fit the moment of the match
Careful image selection to fit the moment of the match
Careful image selection to fit the moment of the match
Straightforward and emotional

Responsive and Multi-platform

Responsive and Multi-platform
Responsive and Multi-platform
Responsiveness
Pre-jogo

Adaptable 

Adaptability to the match's timeline
Adaptability to the match's timeline
Adaptability to the match's timeline
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
Pós-jogo

Results

In a joint effort with the editorial team, this solution was rolled out to users as an A/B test. Results showed a significance increase in perceived value and watch time. The new highlight component became the official format for showcasing live content.

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