Mobile App
Figma

SEVolution

Initial Hero Image

Project overview

A strategic redesign of the critical app function: Single Event View (SEV), which resulted in a 15% increase in user engagement and an 18% lift in user satisfaction.

Business opportunity

The primary business goal was to increase user engagement. We identified that by resolving key usability issues in the existing interface, we could create a more immersive experience that directly served these commercial and convergence targets.

Role & ownership

As the sole product designer, I owned the end-to-end project lifecycle. My responsibilities included user research, strategic definition, information architecture, prototyping, and final UAT coordination.

Outcome

The redesigned experience successfully delivered. Beyond the engagement and user satisfaction increases, convergence goals were exceeded by increasing traffic to the betting tab by over 170% in the first 3 months. Additionally, the new modular framework has unlocked future scalability, expanding the project offering over the rest of my tenure.

Final Designs

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design process breakdown

Competitive Audit

I conducted a high-level audit of direct competitors (FotMob, SofaScore) and indirect competitors (BBC Sport, Sky Sports) to understand the landscape and identify strategic gaps. The audit revealed that while most platforms provided rich data, they almost universally suffered from cognitive overload due to cluttered, multi-tab interfaces. This presented a clear opportunity for LiveScore to differentiate by creating a more streamlined, user-centric experience that also leveraged our unique betting ecosystem.

Insight 1

Eliminate fragmented navigation: Competitors heavily rely on multi-tab views, which user testing showed often hides key information and frustrates users. We had an opportunity to innovate by developing a centralized, single-view interface that would feel more modern and intuitive.

Insight 2

Prioritise information based on match state: No competitor effectively adapted the UI based on whether a match was pre-game, live, or post-game. This created an opportunity to design a dynamic experience that intelligently surfaces the most relevant content (like news, live stats, or results) at the right time, reducing cognitive load.

Insight 3

Leverage our native betting ecosystem: While competitors often outsourced betting to third parties, we had a unique advantage with our integrated system. This created a major opportunity to weave betting-related features seamlessly into the user journey, enhancing the experience while directly serving our primary business goal of conversion.

Problems Identified

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Wireframing

I sketched ideas to establish a shared vision with stakeholders early in the process. These initial concepts focused on testing our core hypothesis: that a bento-box style UI could solve the primary user problem of cognitive overload. Feedback from these sessions was instrumental in shaping an information hierarchy that balanced user needs with key business goals. Following this, I developed low-fidelity prototypes specifically to validate the new navigation flow, ensuring that pathways to secondary information were intuitive and frictionless.

Information to be added

Research Overview

To ground our design decisions in real user behaviour, I implemented a two-phased research plan. Initially, I ran remote unmoderated usability studies to benchmark the existing design and identify key pain points. Later in the process, I collaborated with the research team on moderated studies that simulated a live match-day experience. This allowed us to validate our new design concepts under pressure and ensure they were intuitive for both casual fans and experienced bettors.

Insight 1

Lineups are a key behaviour, not just data. Research showed that users view lineups not just as information, but as a critical pre-match ritual that builds anticipation. Users would often check lineups multiple times before a match. This insight revealed an opportunity to elevate the lineups feature from a simple list into a more engaging and central part of the pre-match experience.

Insight 2

Users want clarity first, depth second. Users were consistently overwhelmed by the sheer volume of data. They didn't want less data overall, but they needed a clear, digestible summary first. This insight directly led to our "progressive disclosure" strategy, presenting top-level information initially and allowing users to intentionally dive deeper into specific stats.

Insight 3

"Live" means more than just the score. The "live experience" included much more than the score and timer. Key events were crucial "story" moments. This insight validated our hypothesis that a bento-box UI, which could highlight these key event-based narratives as they happen, would be far more engaging than a static data view.

Information Architecture

To directly address the problems of cognitive overload and fragmented navigation, I fundamentally restructured the information architecture. The previous tab-based model was abandoned in favour of a centralized framework. The core of this new IA is a "bento-box" style overview that surfaces the most critical information based on our research insights. This not only solved the immediate user problems but also created a scalable and flexible system, capable of accommodating new features without disrupting the core user experience.

Information Architecture

Experimentation

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Final Hero Image

Lessons learnt

Redesigning a core, high-traffic feature of the app was a significant challenge that went beyond pure design execution. It was a valuable lesson in managing complex stakeholder expectations and the importance of using clear, data-driven rationale to build consensus and defend key design decisions. Seeing the positive user response and business impact was a powerful validation of our user-centred approach.

Lesson 1

Proactive Developer Collaboration is a Project Accelerator. I learned that involving developers in the design process from the very beginning, rather than just at handover, is critical. Their early feedback on technical feasibility and edge cases allowed us to de-risk our concepts and ensure a much smoother, faster, and more accurate implementation.

Lesson 2

User Data is the Best Tool for Stakeholder Alignment. When faced with conflicting stakeholder opinions and business priorities, I learned that the most effective way to navigate debates is to anchor the conversation in user evidence. Presenting video clips from user tests or key metrics from our research proved to be far more persuasive than relying on subjective opinions alone.

Lesson 3

Design for a System, Not Just a Page. This project taught me the importance of designing scalable, future-proof systems. The bento-box UI wasn't just a solution for the immediate problems; it created a flexible framework that has since allowed the team to easily introduce new features and sports without needing another major redesign, saving significant time and resources.

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