Adding live streaming to Fox League and Fox Footy

Fit streaming into the existing app

The brief was to add live streaming to the Single Sports Apps. It was intended as an additional benefit for existing app users with a Foxtel subscription, alongside the live scores experience. A secondary business objective was to help interested users reach the Foxtel subscription journey.

The original project estimate put eligible subscribers at around 5% of the app audience. Streaming therefore needed to be discoverable without making the whole app revolve around a feature most users could not yet access.

Understand the routes into live sport

I began with a current-state analysis, documenting the information architecture and the pages affected by streaming. From there I mapped the key journeys against the user stories.

One important entry point was the app’s Story Cards. These appeared after onboarding and highlighted new editorial content, giving users a route into stories they might otherwise miss. Adding streaming meant understanding its relationship with that existing discovery mechanism, as well as with scores and match information.

Bring stakeholders into the design work

The first workshop walked the team through the user stories, outstanding questions and key journeys. Participants included digital and product leadership, the app’s product owner, analytics, development and business analysis.

A subsequent sketching exercise started with a feature list, prioritised it and connected the features to sections of the app. Participants then sketched several possible ways to represent each feature within a short time limit.

I synthesised the ideas, considered feasibility and aligned the strongest options with the journeys. I then recreated the sketches as more detailed wireframes in Sketch. This gave stakeholders a concrete way to discuss the experience while it was still inexpensive to change.

Test whether people could find and use it

After a walkthrough with stakeholders and the UI designers, I built a high-fidelity wireframe prototype and prepared a moderation guide. The study focused on tasks such as finding live streaming and using the TV guide. It was a usability check of the proposed experience; it did not test market demand for the feature.

When the external research budget fell through, I tested with eight internal staff members. The project notes report that participants could find what they needed and complete the tested tasks without issues.

That was useful feedback, but staff are a limited substitute for the app’s audience. Familiarity with the business and product could influence their behaviour, so these sessions could not establish how representative sports fans would respond.

Where the project ended

The project was deprioritised after this stage, and I moved to other work. The deliverables were the current-state analysis, journey maps, workshop outputs, wireframes and tested prototype.

The case demonstrates how I work within an established product and involve stakeholders in design decisions. It does not claim that the streaming experience shipped, increased subscriptions or improved engagement.