My role
Watch Together
Watch Together is the next generation co-viewing experience. In a world where physical distancing has become the norm, this innovative feature bridges the gap, enabling fans to share the excitement of live games with friends and family, no matter where they are.
A new feature
Watch Together allows sports fans to video chat with friends while streaming live games on their phones for free. This co-viewing experience creates a virtual environment where fans can enjoy games together, fostering community during live sports events.
As Design Lead for sign-up and onboarding of the app I spearheaded the creative direction and user experience strategy. I led a cross-functional team of specialists, including an Art Director, UX Researcher, UI Designer, and Copywriter.
Timeline
Oct 2021 - Jan 2022
Goals
- Clearly communicate the app's unique value proposition of free game streaming with integrated video chat functionality.
- Encourage immediate app downloads by prominently featuring clear call-to-action buttons and highlighting the app's free access.
- Guide new users to quickly set up their first Watch Together session, through a step-by-step tutorial.
Audience
The Watch Together app targets passionate fans who crave social connection while watching sports. It appeals to tech-savvy viewers aged 18-45 who use their smartphones for entertainment. This audience values shared experiences, enjoys discussing sports in real-time, and seeks ways to stay connected with friends and family during game day, especially when physically apart.
Huddle up digitally
The pandemic boosted freemium services' popularity, offering connection without cost barriers and increasing user adoption. Private messaging and group activities like virtual meetups and online classes became essential for maintaining community despite physical separation.
Freemium
Users gravitate towards free services, especially in social apps, because they offer an accessible platform to connect without financial barriers, enhancing the appeal and widespread adoption.
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For your eyes only
During the pandemic, private communication tools, and traditional calls became critical, serving as essential lifelines that helped people feel connected to their loved ones despite physical distances.
Communal
Communal activities, whether virtual gatherings, online classes, or group gaming sessions, played a pivotal role during the pandemic by fostering a sense of community and belonging.
Concept
The marketing page showcases Watch Together's intuitive UI, featuring live streaming and video chat integration. It illustrates how fans can share reactions, discuss plays, and celebrate together, emphasizing the app's ability to foster community.
Flow
Users land on a page showcasing Watch Together's key features. They're prompted to download the Yahoo Sports app for in-app notifications on the release of the feature.
Wireframes
By testing wireframes for content density and comparing different layouts, we identified the optimal design that encourages users to download the app, ensuring a direct and compelling call-to-action is prominently featured.
Opting in
User testing revealed a desire for more frequent, consistent updates on the release. In response, we implemented a subscription option, allowing users to opt in for timely information.
UI
We rigorously tested headlines, images, and colors, collaborating closely with the brand team and stakeholders. Through user feedback and A/B testing, we refined the page iteratively. The result was a visually striking, on-brand marketing site that effectively communicated Watch Together's value, driving engagement and downloads.
Post launch
Post-launch, we extended the marketing site's functionality to directly connect users with live Watch Together sessions. This innovative approach, using deep links and smart redirects, created a seamless bridge between promotional content and the actual app experience, significantly enhancing user engagement and feature adoption.
Post feature launch flow
We designed a seamless flow connecting the marketing site to live Watch Together sessions post-launch. Users could click directly from the site to join active viewing parties or upcoming games in the Yahoo Sports app.
Updated UI
We designed a flexible system to support the site post-feature release, leveraging a modular approach for ongoing content updates. This system included customizable content cards that could be easily implemented and managed through a CMS. These cards were designed to showcase new features, highlight popular Watch Together sessions, and provide timely sports content.
We helped Watch Together enhance user engagement and build a loyal fan base
Understanding the needs of users during the pandemic, we created a platform that allowed fans to interact and take action, overcoming isolation and generating buzz.
