Major League Baseball Streaming App
Background
The MLB app is the most important app for baseball fans. During the Baseball season, games are streamed by over 2m users worldwide on supported streaming devices. Fans were increasingly buying larger TVs and are sitting further back.
Timeline
6 months
The MLB app is the most important app for baseball fans. During the Baseball season, games are streamed by over 2m users worldwide on supported streaming devices. Fans were increasingly buying larger TVs and are sitting further back.
Timeline
6 months
My Role
I led the design, facilitated the meetings and organized the strategy for redesign of MLB’s streaming app across Mobile, Desktop and TV.
Team
Engineering, Product, Design, Sales, Research
I led the design, facilitated the meetings and organized the strategy for redesign of MLB’s streaming app across Mobile, Desktop and TV.
Team
Engineering, Product, Design, Sales, Research
Business Pain Points
- The MLB app usage across streaming devices, mobile and desktop was declining.
- COVID-19 caused MLB season delays
- Subscribers were frustrated with no games to watch
- The MLB app only supported watching live games
Key Customer Pain Points
- Customers were not able to visually distinguish baseball teams and game states; live, archive or games that have finished
- Confusing user experience and architecture
- No personalization
- Experience was limited to only games, no other content is displayed
Project Goals
- Increase engagement of the MLB app across streaming devices by 10%
- Increase watch times of MLB content by 10%
Concept One - Hypothesis
If we feature popular live baseball games and on demand content to MLB’s customers on the web and in the MLB app, they will watch more content during the season and outside of the season.
If we feature popular live baseball games and on demand content to MLB’s customers on the web and in the MLB app, they will watch more content during the season and outside of the season.
Concept Two - Hypothesis
If we offer a personalized experience for MLB’s customers, by leveraging their user profile which includes data such as, favorite teams, favorite players, rival teams, we can intelligently surface the right games at the right time, thus encouraging customers to watch more games and content.
If we offer a personalized experience for MLB’s customers, by leveraging their user profile which includes data such as, favorite teams, favorite players, rival teams, we can intelligently surface the right games at the right time, thus encouraging customers to watch more games and content.
Visual Design
Game Card Iterations
I explored various design options of the game card design, focused on team prominence, optimizing spacing for different game state types, and player names
Detailed Design Specs
I crafted a detailed set of guidelines for all 8 streaming devices
Prototype
Impact
+20%
increase in engagement15%
increase in watch timesReflections
This project was a large initiative with multiple of moving parts. The orchestration with multiple product/engineering groups was challenging. As a team of one, i had to juggle many priorities at once, build strategic vision to carry the project, as well as supporting engineering questions across various teams. Overall, the project was successful -- engineering improved platform code and through design, I increased visual consistency across all streaming devices.