MOBILE APP
Fanatics, Inc. is an American manufacturer and online retailer of licensed sportswear, sports collectibles, NFTs, trading cards, and sports merchandise, as well as sports betting and iGaming.
Fanatics is changing the way fans connect with their favourite teams and players. Therefore, there is a need for a multi-sport app to engage their customer base.
USERS' PAIN POINTS:
I am - a tech-savvy multi-sports fan, a heavy user of mobile apps for messaging, news, sports and social media always wanting to find out the latest and newest things as quick as possible.
Iām trying to - keep up to date when big news/moments are happening relating to sports, my teams and individual athletes celebrities as well as all the results, analysis, entertaining/humour, commentary and insight available in and out of season for my interests.
But - I have to go to many different apps or platforms or people to search or ask for this information
Because - There is no one destination where I can interact with all of this information at my fingertips without me doing a lot of the work. Which makes me feel - frustrated and annoyed.
The app has been a long-term project developed within an Agile environment, in close collaboration with other key teams such as Product and Engineering.
Throughout the project, the Double-Diamond methodology was utilised for most of the design milestones. This involved conducting interviews with sports fans across Australia and the United States to understand various types of app users, as well as producing designs and conducting user testing at every stage of the process.
The Team:
Head of Design
Senior UX/UI Designer
UX/UI Designers
3D Artist
My Role:
UX/UI Designer dedicated in one squad, focusing on but not limited to:
Developing the Fanatics Design System
Designing Modules & Dashboards
Conducting UX research
To gain in-depth insights into how customers interact with various sports content across different platforms, with a focus on practical functionality and task completion, we have employed several UX research methods. These methods include interviews, usability testing, competitor analysis, and market scanning.
The client's input is also invaluable, as they contribute their industry knowledge to the process.
(The UX research for this project is confidential.)
Mobile sports app providing a more interactive and immersive experience for sports data and content generating increased access, insights and real-time entertainment.
Easy access to bite-sized content - Navigating personalised, behind the scenes, relevant, depth of content from multiple places on their mobile phones.
User-led insights exploration - Quickly translating real-time high volume of data tables/charts and experts/opinions into meaningful insight to add to the experience.
Connected tech-enabled experience - Consume, interact, communication and share with others/community in one environment.
We developed a design system for this project while adhering to the Fanatics' brand guidelines, ensuring alignment for consistency and high quality.
News Article
Delivering relevant information to users about the games and sports they are interested in is effortlessly accomplished through content.
We seamlessly integrate content from various platforms such as social media and third-party news providers, presenting it in an enjoyable and easily consumable format. This approach ensures that users can access the latest updates, highlights, and news through familiar channels, enhancing their overall engagement and providing them with a delightful user experience.
Data plays a crucial role for sports fans in gaining insights into the performance of their favourite teams or players, as well as making predictions for the near future
Our team of 3D artists provided the app with a immersive 3D court that will transform the basketball court into a three-dimensional display to create a more distinctive and dynamic gaming experience for users.
The Home News Feed serves as the landing page once users complete their onboarding process. Contextualisation and Personalisation play a vital role in delivering tailored content to users based on their individual needs facilitated by an algorithmic system. By leveraging contextual cues and user data, we ensure that the app provides content that resonates with each user, giving them a sense of personalisation and a feeling that the app is designed specifically for them. This approach enhances the user experience by delivering relevant and meaningful content, fostering a deeper connection between the user and the app.
Onboarding
Home News Feed
Radial Menu
Mini Games & Merchandise
Immersive 3D Court
Design System
Our onboarding process is designed to gather user data and maintain user engagement right from the start of their journey with our app. By allowing users to share their preferences, such as their favourite sports or teams, we can customise the content to enhance their engagement
Based on user research, introducing mini-games is expected to boost user engagement and encourage more active app usage. We are currently exploring various game concepts.
The app's objective is also to assist Fanatics in boosting their revenue by incorporating merchandise features into the user experience when users consume content or participate in mini-games.
Users can actively engage with content by performing a simple touch and hold on each content card, triggering a radial menu that provides options for actions such as liking or disliking the content and sharing it with friends. This feature empowers users, giving them a sense of control over the app.
We enlisted 10 participants who are passionate sports fans from the United States, recruited by our client, to undergo user testing aimed at validating our design concepts. Overall, the designs received a positive reception.
