Role: Lead Local Researcher, Prototyping, UI/UX Designer

The Project

SBS to become Australia’s home for accessing FIFA World Cup Live games and replays for the die-hard fan to the causal sports watcher

SBS have in the past brought the FIFA World Cup to Australia, but the previous 2018 World Cup was delivered by Optus. SBS had the task of ensuring a smooth experience for all that wanted to stream the football coverage. This project looked at the different personas of a sports fan and their streaming habits and expectations.

How I Contributed

Leading local research and moderated interviews with advanced prototypes.

With the initial international phase of the research completed by the SBS UX team, it now my role to lead a small team to conduct local Australian based research. I planned and scoped key journeys to investigate. I recruited 10 interviewees from Sydney and crafted an interview guide as well as conducting a majority of the user interviews. I lead and designed the advanced prototype to simulate using the SBS OnDemand app on a Smart TV.

The research resulted in a large analysis of previously gathered insights from the international phase along with the local lead research. Trends and key insights were reported and recommendations were presented to key stakeholders in the SBS team with concepts and improvements to the live sports experience for SBS OnDemand across all the platforms (Mobile Apps, Web and Smart TV.

The Biggest Challenge

Equipping the SBS UX team with all the research based foundations and key insights

While working the the SBS UX team for a short period I needed to ensure that all the Competitive analysis, user research, and moderated interviews with advanced prototyping, reports, key insights and recommendations were in alignment to be able to shape and inform the new live sports experience across the SBS OnDemand platform with a focus on the FIFA World Cup 2022 after I had left the project. There were many technical and stakeholder challenges that I would not be part of and preparing the SBS UX team well with the user research backed data was one of the project’s goals.