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 is the screen a fan opens once they have picked a match. It serves both the fan following the game and the business that depends on that attention, and it had grown one tab at a time.
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 metrics
25%
User engagement uplift over the first six months, following the shift to a narrative-led timeline
170%
Increase in traffic converting to betting customers, first three months post-launch
18%
Increase in user satisfaction, measured through in-product surveys
Problems identified
Fragmented navigation
Only 40% of tabs were visible when the screen opened. The product had operated a “one more tab” policy, where each new feature was appended to the end of the list, so anything added late sat off-screen and was never found.
Cognitive overload
A dense wall of statistics overwhelmed casual fans who wanted immediate clarity.
Emotional disconnect
The interface was purely functional and captured none of the anticipation of live sport.
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 part of the build-up to the match.
Live is a story
Users read a match as a narrative of goals, cards and drama.
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.
Experimentation
Bento versus tabs
Validated the new information architecture through task-completion testing with 25 participants. Users found key information three times faster in the Bento layout.
Progressive disclosure
Tested several depths of data hiding to find the balance between a clean default and access for power users.
Visualising hype
A/B tested stadium imagery in the lineups view. Qualitative feedback moved from describing the screen as informative to describing it as premium.
The solution
Progressive disclosure
High-level information first, with detail available on demand.
Contextual flows
The design serves both the browsing fan and the user arriving with intent.
The ritual of lineups
Team news elevated with visual treatment, turning a data point into a moment.
Media integration
The modular Bento grid absorbed in-play video highlights without disturbing the information hierarchy.
Data density scaling
Progressive disclosure patterns allowed granular statistics to be added for power users without cluttering the view for casual fans.
Vertical expansion
The component-based architecture let the design be adapted quickly to new sports and features with minimal design debt.
Lessons learnt
Engineering as co-creator
Bringing lead engineers into wireframing surfaced technical constraints early and saved hours of rework later in the build.
Habit outranks stated preference
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. I now test against behaviour before removing something people are used to.
Systems outlast pages
The lasting value was the framework underneath the screen. Everything added afterwards went in without renegotiating the hierarchy, which is not something a perfectly resolved static page would have allowed. I now design for the second and third feature from the start.
