ESPN is made for the average user
but what if it were
made for you.
ESPN is made for the average user
but what if it were
made for you.
Pain Point
The ESPN app is not catered to an individual user’s favorite sports, leagues and teams.
My Role
My role was to test and interview current and potential users and find a solution that did not completely uproot, but rather tweak the ESPN app to make a smoother and more personal user experience.
Pain Point
The ESPN app is not catered to an individual user’s favorite sports, leagues and teams.
My Role
My role was to test and interview current and potential users and find a solution that did not completely uproot, but rather tweak the ESPN app to make a smoother and more personal user experience.
ESPN’s current Home page
Pain Point
The ESPN app is not catered to an individual user’s favorite sports, leagues and teams.
My Role
My role was to test and interview current and potential users and find a solution that did not completely uproot, but rather tweak the ESPN app to make a smoother and more personal user experience.
ESPN’s current Home page
Likewise, ESPN’s top headlines are unrelated to the user’s favorites.
This mean anything connected to the user’s specific interest is below the scroll.
My updated Home page
In this updated design ESPN now has the user’s Home be a place where he or she can find what is most important to them: their favorite team.
ESPN’s current Home page
Likewise, ESPN’s top headlines are unrelated to the user’s favorites.
This mean anything connected to the user’s specific interest is below the scroll.
My updated Home page
In this updated design ESPN now has a user’s Home be a place where he or she can find what is most important to them: their favorite team.
Likewise, ESPN’s top headlines are unrelated to the user’s favorites.
This mean anything connected to the user’s specific interest is below the scroll.
My updated Home page
In this updated design ESPN now has a user’s Home be a place where he or she can find what is most important to them: their favorite team.
ESPN’s “Top Headlines”
on the Home page
ESPN’s “Top Headlines” is easily the most visually unappealing content the app offers. There are no photos or video and clicking on a headline takes the user out of the app.
A new page called “Headlines”
“Headlines” is the most exciting new feature of this ESPN app. ESPN replaced its seldom used ESPN+ button with a scroll friendly page where users can explore the world of sports.
In order to make “Headlines” as scroll friendly as possible the “top headlines” section will no longer be just a list of headlines but each one will have a picture or video attached.
ESPN’s
“Top Headlines”
on the Home page
ESPN’s “Top Headlines” is easily the most visually unappealing content the app offers. There are no photos or video and clicking on a headline takes the user out of the app.
ESPN’s “Top Headlines”
on the Home page
ESPN’s “Top Headlines” is easily the most visually unappealing content the app offers. There are no photos or video and clicking on a headline takes the user out of the app.
A new page called “Headlines”
“Headlines” is the most exciting new feature of this ESPN app. ESPN replaced its seldom used ESPN+ button with a scroll friendly page where users can explore the world of sports.
A new page called “Headlines”
“Headlines” is the most exciting new feature of this ESPN app. ESPN replaced its seldom used ESPN+ button with a scroll friendly page where users can explore the world of sports.
In order to make “Headlines” as scroll friendly as possible the “top headlines” section will no longer be just a list of headlines but each one will have a picture or video attached.
Finding the Problem
Years ago, before studying product design, before I had ever heard of UX, I deleted the ESPN app. I am a huge sports fan but I did not like the ESPN app. I loved ESPN’s content. I watched Sports Center “Top Ten” every night. Whatever happened to Top Ten... anyways I'm getting distracted. Well now I’m a UX designer and it's my job to figure out why people delete apps. I re-downloaded the app and quickly remembered what I did not enjoy.
I had been off ESPN’s app for long enough that it re-asked me who my favorite teams were. After choosing the Seattle Seahawks, Mariners and Sounders the app loaded for a bit and spat out at the top of my Home screen college football highlights...What?! Why did I get to choose my favorites just to end up with a screen full of games I could care less about. It should be mentioned that this was during a crucial part of the Seahawks season and the Sounders transfer window had just opened up. It was not like there was nothing to report.
User Testing
Here's a great example of the issue:
One of my users selects “English Premier League” as his favorite league and “Everton” as his favorite team. Look at what ESPN gives him on his home screen. It's obvious here that ESPN caters to its average user and fails to cater to it’s individual users.
In order to make “Headlines” as scroll friendly as possible the “top headlines” section will no longer be just a list of headlines but each one will have a picture or video attached.
Finding the Problem
Years ago, before studying product design, before I had ever heard of UX, I deleted the ESPN app. I am a huge sports fan but I did not like the ESPN app. I loved ESPN’s content. I watched Sports Center “Top Ten” every night. Whatever happened to Top Ten... anyways I'm getting distracted. Well now I’m a UX designer and it's my job to figure out why people delete apps. I re-downloaded the app and quickly remembered what I did not enjoy.
I had been off ESPN’s app for long enough that it re-asked me who my favorite teams were. After choosing the Seattle Seahawks, Mariners and Sounders the app loaded for a bit and spat out at the top of my Home screen college football highlights...What?! Why did I get to choose my favorites just to end up with a screen full of games I could care less about. It should be mentioned that this was during a crucial part of the Seahawks season and the Sounders transfer window had just opened up. It was not like there was nothing to report.
To see if other users where having the same trouble I ran user tests with potential users and current users. My potential users where like me; fans of sports, fans of specific teams but did not have the ESPN app. Both of my current users had the ESPN app on their phones for over five years and used it daily.
I set up two tests for my potential users. After selecting their favorite leagues and teams I asked them to find how many points/goals/touchdowns a favorite player on a favorite team has scored this year. My first test was intensely insightful. My user stared at the home screen for a while not scrolling and after a long pause chose the "More" button. I asked him “why" and he said “Well, none of these other buttons (pointing to the the navigation) seem to be right and the home screen doesn't seem to have anything to do with my favorites.” Similarly, my second potential user stared at the home screen and decided to search his favorite player. Once again none of the other options where useful to him.
Finding the Problem
Years ago, before studying product design, before I had ever heard of UX, I deleted the ESPN app. I am a huge sports fan but I did not like the ESPN app. I loved ESPN’s content. I watched Sports Center “Top Ten” every night. Whatever happened to Top Ten... anyways I'm getting distracted. Well now I’m a UX designer and it's my job to figure out why people delete apps. I re-downloaded the app and quickly remembered what I did not enjoy.
I had been off ESPN’s app for long enough that it re-asked me who my favorite teams were. After choosing the Seattle Seahawks, Mariners and Sounders the app loaded for a bit and spat out at the top of my Home screen college football highlights...What?! Why did I get to choose my favorites just to end up with a screen full of games I could care less about. It should be mentioned that this was during a crucial part of the Seahawks season and the Sounders transfer window had just opened up. It was not like there was nothing to report.
User Testing
Here's a great example of the issue:
One of my users selects “English Premier League” as his favorite league and “Everton” as his favorite team. Look at what ESPN gives him on his home screen. It's obvious here that ESPN caters to its average user and fails to cater to it’s individual users.
User Testing
Here's a great example of the issue:
One of my users selects “English Premier League” as his favorite league and “Everton” as his favorite team. Look at what ESPN gives him on his home screen. It's obvious here that ESPN caters to its average user and fails to cater to it’s individual users.
I decided not to test my current users. I knew they knew the app well so we just had a candid conversation about what they liked about ESPN, how they use the app, and what they are looking for when they use it. Two eye opening insights came out of this.
Over the five years of having ESPN both my users only used two of the five navigation buttons; "Home" and "Score." They never used "Watch", "ESPN"+ and very rarely used "More." I dug into this phenomena and learned they both felt like "ESPN+" was an Advertisement more than a button and "Watch" overlapped with "Home" and "Score."
To see if other users where having the same trouble I ran user tests with potential users and current users. My potential users where like me; fans of sports, fans of specific teams but did not have the ESPN app. Both of my current users had the ESPN app on their phones for over five years and used it daily.
I set up two tests for my potential users. After selecting their favorite leagues and teams I asked them to find how many points/goals/touchdowns a favorite player on a favorite team has scored this year. My first test was intensely insightful. My user stared at the home screen for a while not scrolling and after a long pause chose the "More" button. I asked him “why" and he said “Well, none of these other buttons (pointing to the the navigation) seem to be right and the home screen doesn't seem to have anything to do with my favorites.” Similarly, my second potential user stared at the home screen and decided to search his favorite player. Once again none of the other options where useful to him.
I decided not to test my current users. I knew they knew the app well so we just had a candid conversation about what they liked about ESPN, how they use the app, and what they are looking for when they use it. Two eye opening insights came out of this.
Over the five years of having ESPN both my users only used two of the five navigation buttons; "Home" and "Score." They never used "Watch", "ESPN"+ and very rarely used "More." I dug into this phenomena and learned they both felt like "ESPN+" was an Advertisement more than a button and "Watch" overlapped with "Home" and "Score."
To see if other users where having the same trouble I ran user tests with potential users and current users. My potential users where like me; fans of sports, fans of specific teams but did not have the ESPN app. Both of my current users had the ESPN app on their phones for over five years and used it daily.
I set up two tests for my potential users. After selecting their favorite leagues and teams I asked them to find how many points/goals/touchdowns a favorite player on a favorite team has scored this year. My first test was intensely insightful. My user stared at the home screen for a while not scrolling and after a long pause chose the "More" button. I asked him “why" and he said “Well, none of these other buttons (pointing to the the navigation) seem to be right and the home screen doesn't seem to have anything to do with my favorites.” Similarly, my second potential user stared at the home screen and decided to search his favorite player. Once again none of the other options where useful to him.
I decided to not test my current users. I knew they knew the app well so we just had a candid conversation about what they liked about ESPN, how they use the app, and what they are looking for when they use it. Two eye opening insights came out of this.
Over the five years of having ESPN both my users only used two of the five navigation buttons; "Home" and "Score." They never used "Watch", "ESPN"+ and very rarely used "More." I dug into this phenomena and learned they both felt like "ESPN+" was an Advertisement more than a button and "Watch" overlapped with "Home" and "Score."
Card Sorting
Based on the conversations I had with my users during the user testing I came to the conclusion that the biggest problem with ESPN is it's hierarchy. If three of the navigation buttons are seldom used and users are going to "More" to find valuable information the architectural hierarchy needs to be reanalyzed.
Both my card sorters and myself moved “Favorites” from a section in "More" to a navigation button. Two of the three of us pushed "ESPN+" to an item in “More.”
Card Sorting
Based on the conversations I had with my users during the user testing I came to the conclusion that the biggest problem with ESPN is it's hierarchy. If three of the navigation buttons are seldom used and users are going to "More" to find valuable information the architectural hierarchy needs to be reanalyzed.
Both my card sorters and myself moved “Favorites” from a section in "More" to a navigation button. Two of the three of us pushed "ESPN+" to an item in “More.”
Card Sorting
Based on the conversations I had with my users during the user testing I came to the conclusion that the biggest problem with ESPN is it's hierarchy. If three of the navigation buttons are seldom used and users are going to "More" to find valuable information the architectural hierarchy needs to be reanalyzed.
Both my card sorters and myself moved “Favorites” from a section in "More" to a navigation button. Two of the three of us pushed "ESPN+" to an item in “More.”
Creating Headlines
and Emphasizing Home
So, I had my mission: I needed to adjust the hierarchy of ESPN. "Home" would become a space purely for the user’s selected favorite leagues and teams and all other headlines would be moved to a new page called “Headlines.”
This would result in two positive changes. First "Home" would become the user's personal page where they get the news relating directly to them. Secondly, ESPN would have a new valuable navigation button. Think of the difference of “Home” and “Explore” on Instagram. One is personally directed at the user while the other bring you content that you might like but its fundamental purpose is for the user to have a scroll friendly experience finding new interests and experiences.
Creating Headlines and Emphasizing Home
So, I had my mission: I needed to adjust the hierarchy of ESPN. "Home" would become a space purely for the user’s selected favorite leagues and teams and all other headlines would be moved to a new page called “Headlines.”
This would result in two positive changes. First "Home" would become the user's personal page where they get the news relating directly to them. Secondly, ESPN would have a new valuable navigation button. Think of the difference of “Home” and “Explore” on Instagram. One is personally directed at the user while the other bring you content that you might like but its fundamental purpose is for the user to have a scroll friendly experience finding new interests and experiences.
ESPN’S current Home hierarchy:
ESPN’S current Home hierarchy:
Creating Headlines
and Emphasizing Home
So, I had my mission: I needed to adjust the hierarchy of ESPN. "Home" would become a space purely for the user’s selected favorite leagues and teams and all other headlines would be moved to a new page called “Headlines.”
This would result in two positive changes. First "Home" would become the user's personal page where they get the news relating directly to them. Secondly, ESPN would have a new valuable navigation button. Think of the difference of “Home” and “Explore” on Instagram. One is personally directed at the user while the other bring you content that you might like but its fundamental purpose is for the user to have a scroll friendly experience finding new interests and experiences.
ESPN’S current Home hierarchy:
What ESPN’S Home hierarchy should be:
What ESPN’S Home hierarchy should be:
Matching business needs
It became clear that the "ESPN+" button needed to be removed from the navigation bar, it was never used even for subscribers. The content on "ESPN+" could be found elsewhere in the app specifically “Watch”. Finally, removing the "ESPN+" button would give ESPN space to add two separate sections: one for favorites and one for headlines.
Wouldn't removing the “ESPN+” button end in less subscribers?
Like I said above, no one I tested or talked to ever visited the button. More importantly if ESPN uses this as a jumping point to continue giving users the most valuable content they can sprinkle in ESPN+ content throughout the app and users will see its value.
What ESPN’S Home hierarchy should be:
Matching business needs
It became clear that the "ESPN+" button needed to be removed from the navigation bar, it was never used even for subscribers. The content on "ESPN+" could be found elsewhere in the app specifically “Watch”. Finally, removing the "ESPN+" button would give ESPN space to add two separate sections: one for favorites and one for headlines.
Wouldn't removing the “ESPN+” button end in less subscribers?
Like I said above, no one I tested or talked to ever visited the button. More importantly if ESPN uses this as a jumping point to continue giving users the most valuable content they can sprinkle in ESPN+ content throughout the app and users will see its value.
Have Questions.
Matching business needs
It became clear that the "ESPN+" button needed to be removed from the navigation bar, it was never used even for subscribers. The content on "ESPN+" could be found elsewhere in the app specifically “Watch”. Finally, removing the "ESPN+" button would give ESPN space to add two separate sections: one for favorites and one for headlines.
Wouldn't removing the “ESPN+” button end in less subscribers?
Like I said above, no one I tested or talked to ever visited the button. More importantly if ESPN uses this as a jumping point to continue giving users the most valuable content they can sprinkle in ESPN+ content throughout the app and users will see its value.
