SEVolution
Project overview
A redesign of the Single Event View, turning a static data table into a narrative-led match experience. It established the modular Bento framework that LiveScore built on afterwards.
The context
The Single Event View was the most visited screen in the app and the least designed for. Key features sat behind tabs, so fans worked through a wall of statistics to reach what they came for, and the screen carried none of the tension of a live match. It was functional and passive at the exact moment users were most invested.
My role
I owned the design end to end: research, concept, high-fidelity prototyping, and UAT of the built designs in the production codebase. The PM facilitated development and coordinated timelines. I was the only designer on the project, working under a lead product designer.
team and timeline
One designer, one PM and a development squad of five, with design and product each overseen by their respective leads. Nine months from concept to launch.
Constraints
Two things made this difficult. The framework had been in place a long time and the stakeholders around it were invested in the way it had always worked, so a full overhaul had to be argued for rather than assumed. Separately, the research support assigned to the project was pulled onto other work early on, which left me running the research alongside the design. Delivery also had to be sequenced around competing squad priorities, which extended the elapsed timeline beyond the original plan.
Key Metics
170%
Increase in traffic converting to betting customers, first three months post-launch
25%
User engagement uplift over the first six months, following the shift to a narrative-led timeline
18%
Increase in user satisfaction, measured through in-product surveys
The solution
Problems identified
Research insights
Clarity first, depth second
Users were overwhelmed by volume. They wanted a summary before going deeper.
Lineups are a ritual
Fans treat checking the team news as a pre-match event, not a data lookup.
Live is a story
Users read a match as a narrative of goals, cards and drama, not as a spreadsheet
Experimentation
Decisions & trade-offs
The hardest calls were about what earns space at each stage of a match. I broke the screen down into every bento needed across every match state and ranked them, then took a proposal to stakeholders rather than opening with a blank discussion. Starting from a position changed the conversation: instead of arguing about whether to change the framework at all, we negotiated specific compromises between what the business needed to surface and what fans wanted first. Where the two directly conflicted, recorded user sessions settled it, which was also how I resolved a standing disagreement between the Betting and Commercial teams over feature prominence.
Lessons learnt
Eningeering as a co-creator
Bringing lead engineers into wireframing surfaced technical constraints early and saved hours of rework later in the build.
Research tells you what people say, not what they reach for
I de-prioritised the table view on the strength of early research showing it mattered less than other information. At rollout, users told us otherwise and we reinstated it quickly. Stated preference and habit are different things, and I now test against behaviour before removing something people are used to.
Systems outlast pages
The value of this project was not the screen, it was the framework underneath it. Everything added afterwards went in without renegotiating the hierarchy, which is not something a perfectly resolved static page would have allowed. I design for the second and third thing now, not just the first.
