Case Study: Expanding ESPN's streaming business through the design of a new "Watch Party" feature.
Case Study: Expanding ESPN's streaming business through the design of a new "Watch Party" feature.
ESPN (Entertainment Sports & Programming Network) is the world’s leading sports entertainment brand, but cord-cutting trends and increased competition has created several challenges for their business. This is highlighted by:
ESPN (Entertainment Sports & Programming Network) is the world’s leading sports entertainment brand, but cord-cutting trends and increased competition has created several challenges for their business. This is highlighted by:
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
To help grow the number of ESPN+ subscribers and boost company revenue, I designed a new "Watch Party" feature for the ESPN desktop platform.
To help grow the number of ESPN+ subscribers and boost company revenue, I designed a new "Watch Party" feature for the ESPN desktop platform.
This new feature will provide a cost-effective alternative for friends and family to enjoy a sporting event together, no matter where they are located.
This new feature will provide a cost-effective alternative for friends and family to enjoy a sporting event together, no matter where they are located.
Summary
Summary
Skills:
Skills:
Competitive analysis, user interviews, wireframing, usability testing, prototyping
Competitive analysis, user interviews, wireframing, usability testing, prototyping
Tools Used:
Tools Used:
Figma
Figma
My Role:
My Role:
UX Designer
UX Designer
Project Duration:
Project Duration:
4 weeks
4 weeks
the problem
ESPN, one of the world’s leading multi-platform sports entertainment brands, faces challenges from the rise of cord-cutting and growing competition in the industry.
ESPN, one of the world’s leading multi-platform sports entertainment brands, faces challenges from the rise of cord-cutting and growing competition in the industry.
ESPN features seven U.S. television networks, a sports app, and a direct-to-consumer subscription service (ESPN+), which currently has more than 25 million subscribers and provides exclusive access to over 32,000 live sporting events each year.
ESPN features seven U.S. television networks, a sports app, and a direct-to-consumer subscription service (ESPN+), which currently has more than 25 million subscribers and provides exclusive access to over 32,000 live sporting events each year.
Cord-cutting trends and increased competition from other networks pose challenges to the ESPN business. This is highlighted by:
Cord-cutting trends and increased competition from other networks pose challenges to the ESPN business. This is highlighted by:
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
A few of ESPN’s primary competitors:
A few of ESPN’s primary competitors:
To address these challenges, ESPN can leverage several key business advantages to maintain its competitive edge.
To address these challenges, ESPN can leverage several key business advantages to maintain its competitive edge.
3 Business Advantages for ESPN
3 Business Advantages for ESPN
1
Broadcasting rights. ESPN has secured exclusive broadcasting rights for several major sports leagues and events (Monday Night Football, NBA Finals, College Football Playoff, etc.).
Broadcasting rights. ESPN has secured exclusive broadcasting rights for several major sports leagues and events (Monday Night Football, NBA Finals, College Football Playoff, etc.).
2
Size and resources. Owned by The Walt Disney Company, ESPN has access to more resources and capabilities than most competitors.
Size and resources. Owned by The Walt Disney Company, ESPN has access to more resources and capabilities than most competitors.
3
Distribution and multi-platform capabilities. ESPN features seven television networks, a direct-to-consumer app (ESPN+), ESPN Radio, and other social and digital platforms, providing a wide global reach.
Distribution and multi-platform capabilities. ESPN features seven television networks, a direct-to-consumer app (ESPN+), ESPN Radio, and other social and digital platforms, providing a wide global reach.
I sought to better understand ESPN’s users (sports fans) and their frustrations with the sports-watching experience.
I sought to better understand ESPN’s users (sports fans) and their frustrations with the sports-watching experience.
I conducted user interviews with five unique participants, varying in age and favorite sports. I asked about their experiences watching sports in person, at sports bars or restaurants, and at home, along with the primary devices and apps they use to watch.
I conducted user interviews with five unique participants, varying in age and favorite sports. I asked about their experiences watching sports in person, at sports bars or restaurants, and at home, along with the primary devices and apps they use to watch.
Conversations with sports fans revealed several pain points that a new feature on ESPN’s streaming platform could address.
Conversations with sports fans revealed several pain points that a new feature on ESPN’s streaming platform could address.
Fans prefer to watch a sporting event in-person, but high costs (tickets, parking, concessions) and logistics take away from the experience.
Fans prefer to watch a sporting event in-person, but high costs (tickets, parking, concessions) and logistics take away from the experience.
Fans prefer to watch sports with others, but long travel distances and busy schedules can make meeting up with friends and family difficult.
Fans prefer to watch sports with others, but long travel distances and busy schedules can make meeting up with friends and family difficult.
I condensed my research findings into a single, guiding question to anchor my designs and kickstart brainstorming.
I condensed my research findings into a single, guiding question to anchor my designs and kickstart brainstorming.
“How might we bring the energy and atmosphere from the live sports-watching experience to the virtual environment so that sports fans can save money and conveniently enjoy watching sports together?”
“How might we bring the energy and atmosphere from the live sports-watching experience to the virtual environment so that sports fans can save money and conveniently enjoy watching sports together?”
I created two personas to ensure users’ goals and needs remained at the forefront of design decisions.
I created two personas to ensure users’ goals and needs remained at the forefront of design decisions.
Persona 1 : Older, busy schedule, has children
Persona 2 : Young, cost-conscious
Persona 2: Young, cost-conscious
the goal
By designing and implementing a new feature, ESPN can grow the number of paid subscribers and increase company revenue.
By designing and implementing a new feature, ESPN can grow the number of paid subscribers and increase company revenue.
ESPN’s mission is to “serve sports fans. Anytime. Anywhere.” Aligned with this mission, the goal of this project is to develop a new ESPN desktop feature that enhances the sports-watching experience. The addition of a new feature will benefit ESPN by:
ESPN’s mission is to “serve sports fans. Anytime. Anywhere.” Aligned with this mission, the goal of this project is to develop a new ESPN desktop feature that enhances the sports-watching experience. The addition of a new feature will benefit ESPN by:
Growth and retention of ESPN+ subscribers (their subscription service)
Growth and retention of ESPN+ subscribers (their subscription service)
Growth in live sporting events broadcasted, and thus viewership, on ESPN networks.
Growth in live sporting events broadcasted, and thus viewership, on ESPN networks.
Increased user satisfaction with the ESPN product and growth of the ESPN brand.
Increased user satisfaction with the ESPN product and growth of the ESPN brand.
I outlined key business goals and user goals to guide my decision on which new feature to design.
I outlined key business goals and user goals to guide my decision on which new feature to design.
the solution
Initial ideas of a new “Watch Party” feature came while watching Monday Night Football with my dad.
Initial ideas of a new “Watch Party” feature came while watching Monday Night Football with my dad.
My dad and I have always shared a love for watching football. However, living several states apart makes it hard to watch games together like when I was a kid. During one of my recent trips to visit him, we were watching a game together and something during the broadcast sparked an idea.
My dad and I have always shared a love for watching football. However, living several states apart makes it hard to watch games together like when I was a kid. During one of my recent trips to visit him, we were watching a game together and something during the broadcast sparked an idea.
One unique way ESPN broadcasts Monday Night Football (MNF) is through “The Manningcast”. In this broadcast, Peyton and Eli Manning, Hall of Fame quarterbacks and brothers, provide live commentary while virtually watching the game together from the comfort of their own homes.
One unique way ESPN broadcasts Monday Night Football (MNF) is through “The Manningcast”. In this broadcast, Peyton and Eli Manning, Hall of Fame quarterbacks and brothers, provide live commentary while virtually watching the game together from the comfort of their own homes.
This inspired an idea. While watching "The Manningcast" with my dad, we wondered: “If Peyton and Eli can virtually watch a game together, why can’t everybody else?”
This inspired an idea. While watching "The Manningcast" with my dad, we wondered: “If Peyton and Eli can virtually watch a game together, why can’t everybody else?”
ESPN's "The Manningcast"
ESPN's "The Manningcast"
A "Watch Party" feature would address several sports fans' frustrations while also presenting a business opportunity for ESPN.
A "Watch Party" feature would address several sports fans' frustrations while also presenting a business opportunity for ESPN.
A "Watch Party" feature would address several key frustrations by:
A "Watch Party" feature would address several key frustrations by:
Allowing friends and family to more conveniently watch sports together, no matter where they are located.
Allowing friends and family to more conveniently watch sports together, no matter where they are located.
Saving sports fans time and money. No more spending on tickets, concessions, parking, or time in traffic.
Saving sports fans time and money. No more spending on tickets, concessions, parking, or time in traffic.
This new feature would also benefit the ESPN business. By offering this new feature through the ESPN+ subscription service, ESPN will retain and grow their subscriber base, and thus boost their revenue.
This new feature would also benefit the ESPN business. By offering this new feature through the ESPN+ subscription service, ESPN will retain and grow their subscriber base, and thus boost their revenue.
Backed by The Walt Disney Company, ESPN has significant resources and the technological expertise, already demonstrated through the production of "The Manningcast".
Backed by The Walt Disney Company, ESPN has significant resources and the technological expertise, already demonstrated through the production of "The Manningcast".
I began brainstorming what a "Watch Party" feature could look like on ESPN’s streaming platform.
I began brainstorming what a "Watch Party" feature could look like on ESPN’s streaming platform.
I used video conferencing platforms as design inspiration for the "Watch Party" feature. With the rise of remote work and growing familiarity with tools like Zoom, I figured most users would already be comfortable with these types of systems.
I used video conferencing platforms as design inspiration for the "Watch Party" feature. With the rise of remote work and growing familiarity with tools like Zoom, I figured most users would already be comfortable with these types of systems.
I designed the "Watch Party" feature using familiar design patterns. Users can access "Watch Party" options from a new menu bar below the existing streaming window.
I designed the "Watch Party" feature using familiar design patterns. Users can access "Watch Party" options from a new menu bar below the existing streaming window.
Users can add guests to the "Watch Party" by inputting their e-mail or username. Hosts can create a name and password for the "Watch Party" to allow users to join.
Users can add guests to the "Watch Party" by inputting their e-mail or username. Hosts can create a name and password for the "Watch Party" to allow users to join.
I tested my initial design concepts with five potential users and received feedback on the features and layout of the "Watch Party".
I tested my initial design concepts with five potential users and received feedback on the features and layout of the "Watch Party".
Participants helped me streamline the process for creating and joining a "Watch Party". Instead of requiring a name and password, users can now use a single unique code.
Participants helped me streamline the process for creating and joining a "Watch Party". Instead of requiring a name and password, users can now use a single unique code.
The "Reaction" feature was a big hit. Participants said their favorite feature was "Reactions" and they would use them frequently during a "Watch Party".
The "Reaction" feature was a big hit. Participants said their favorite feature was "Reactions" and they would use them frequently during a "Watch Party".
Users strongly supported the chat feature, as they often multitask while watching games or may want to limit audio noise to focus on the action. The chat feature provides an alternative way to interact while minimizing distractions.
Users strongly supported the chat feature, as they often multitask while watching games or may want to limit audio noise to focus on the action. The chat feature provides an alternative way to interact while minimizing distractions.
I incorporated the user feedback into my high-fidelity designs, and conducted another round of testing to gather additional feedback.
I incorporated the user feedback into my high-fidelity designs, and conducted another round of testing to gather additional feedback.
Key feedback from the second round of user testing:
Key feedback from the second round of user testing:
Users found the ESPN home page to be overwhelming and had difficulty locating the streaming platform. While the home page was outside the scope of this project, I found this important to note and revisit in the future.
Users found the ESPN home page to be overwhelming and had difficulty locating the streaming platform. While the home page was outside the scope of this project, I found this important to note and revisit in the future.
Add a "pop out" option for the chat box. Most users preferred to have the chat window separate, often on another monitor, while watching videos. This feature also creates more screen real estate for the sporting event.
Add a "pop out" option for the chat box. Most users preferred to have the chat window separate, often on another monitor, while watching videos. This feature also creates more screen real estate for the sporting event.
I finalized the designs and developed a fully-functional prototype for the new “Watch Party” feature.
I finalized the designs and developed a fully-functional prototype for the new “Watch Party” feature.
Final Thoughts
Final Thoughts
Final Thoughts
Competition in the sports entertainment world is intensifying, making it crucial for ESPN to continue innovating and maintain its competitive edge. With its vast global platform, extensive resources, and strong brand recognition, ESPN is well-positioned to capitalize on these opportunities.
Competition in the sports entertainment world is intensifying, making it crucial for ESPN to continue innovating and maintain its competitive edge. With its vast global platform, extensive resources, and strong brand recognition, ESPN is well-positioned to capitalize on these opportunities.
Due to project time constraints, I prioritized developing the core features for the MVP. Below are a couple of features I set aside for future iterations.
Due to project time constraints, I prioritized developing the core features for the MVP. Below are a couple of features I set aside for future iterations.
A sidebar with box scores, player statistics, and ESPN’s sports gambling platform to enhance the "Watch Party" experience. Fantasy sports and sports gambling are rapidly growing industries, and by integrating its new sports gambling platform, ESPNBET, into the "Watch Party" feature, ESPN could drive even higher user engagement and capitalize on these trends.
A sidebar with box scores, player statistics, and ESPN’s sports gambling platform to enhance the "Watch Party" experience. Fantasy sports and sports gambling are rapidly growing industries, and by integrating its new sports gambling platform, ESPNBET, into the "Watch Party" feature, ESPN could drive even higher user engagement and capitalize on these trends.
Partnerships with UberEats, DoorDash, and other food delivery services. Concessions were noted as a key component of the in-person sports-watching experience. By integrating food delivery services into the "Watch Party", ESPN could help bring the food experience to viewers’ homes.
Partnerships with UberEats, DoorDash, and other food delivery services. Concessions were noted as a key component of the in-person sports-watching experience. By integrating food delivery services into the "Watch Party", ESPN could help bring the food experience to viewers’ homes.
Challenges and Lessons Learned
Challenges and Lessons Learned
This project highlighted the challenge of catering to a highly diverse user base. Sports fans vary in age, life stage, and favorite sports, making it incredibly difficult to design a solution that works for everyone. I learned that trying to accommodate all audiences can often lead to a design that ultimately serves no one effectively.
This project highlighted the challenge of catering to a highly diverse user base. Sports fans vary in age, life stage, and favorite sports, making it incredibly difficult to design a solution that works for everyone. I learned that trying to accommodate all audiences can often lead to a design that ultimately serves no one effectively.
Be cautious of making assumptions about your users. For example, assuming users’ technological know-how or prior experience with features like video conferencing tools can lead to gaps in understanding. These assumptions can be avoided by asking the right questions during user interviews to uncover their actual needs and behaviors.
Be cautious of making assumptions about your users. For example, assuming users’ technological know-how or prior experience with features like video conferencing tools can lead to gaps in understanding. These assumptions can be avoided by asking the right questions during user interviews to uncover their actual needs and behaviors.
Start with the MVP and build up, rather than trying to implement all features at once. During brainstorming, I was excited about several ideas and attempted to design them all. However, this quickly became overwhelming. I learned to prioritize the most important features, as identified through user research, and focus on delivering a functional product first.
Start with the MVP and build up, rather than trying to implement all features at once. During brainstorming, I was excited about several ideas and attempted to design them all. However, this quickly became overwhelming. I learned to prioritize the most important features, as identified through user research, and focus on delivering a functional product first.
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