As the "Netflix for Equestrian Sports," GCTV required a user-friendly, visually engaging platform to elevate live-streaming experiences across iOS, Android, TV, and web applications. Partnering with Flipside Group, I led incremental design improvements, focusing on live-stream switching, search enhancements, personalised content, and multi-stream functionality, streamlining the experience for users navigating multiple concurrent events.
Product
Native App - iOS, Android, Web, TV
Skills
UX, UI, Interaction Design
Role
Product Design Lead
Timeline
2022-2023
Team
Vix Read - Project Manager
Robbie Blackburn - Account Manager
01
The Problem
GCTV’s platform faced challenges with usability, particularly in navigating live events and searching for content. With multiple concurrent streams, cluttered search results, and inconsistent visual design, users struggled to efficiently find and enjoy content.
02
Design an intuitive solution for users to switch between concurrent live events on a single screen.
Enhance search functionality with filters and category-based navigation inspired by leading streaming platforms.
Redesign key sections like "For You," schedules, login flows, and in-app advertising for greater usability and visual appeal.
03
User Research & Competitive Analysis
Analysed streaming giants like Disney+, Amazon Prime, and Tennis TV to understand best practices in filtering, live-streaming UX, and search optimisation.
Conducted user interviews and gathered data on pain points, validating concepts with both qualitative and quantitative feedback.
Design Ideation & Prototyping
Iteratively designed low- and high-fidelity prototypes for key features, ensuring cross-platform consistency.
Developed modular UI components to streamline live-stream navigation, search results, and personalised recommendations.
Testing & Feedback
Conducted usability testing to refine the experience of live-stream switching, search filters, and in-app advertising placements.
A/B tested design changes to optimise engagement and conversion metrics.
04
Live-Stream Switching
Created an intuitive interface for users to toggle between multiple concurrent live streams on a single screen, inspired by Amazon Prime Tennis.
Incorporated "Live" indicators on event cards to highlight active streams.
Search Enhancements
Introduced a horizontal search filter at the top of the results page, reducing the need for text input and improving discoverability.
Designed a "smart" search page with categories like "Recent Searches" and "You Might Like" for immediate results, inspired by Discovery+ and Apple TV+.
Reimagined search result cards, replacing thumbnails with icons to reduce visual clutter and ensure consistency.
Personalised Content
Designed a "For You" section, similar to Netflix, populated with personalised recommendations based on user preferences and viewing history.
New Features & Aesthetic Enhancements
Redesigned the schedules page, rebranding "Events" as "Schedule," and integrated concurrent live-stream details.
Implemented sponsored ad spaces (e.g., Longines sponsorships) as full-width sliders with CTA functionality.
Streamlined the login and forgotten password flows with modern UX and polished visuals.
In-App Advertising
Introduced non-intrusive full-width slider ads integrated into the scrolling experience, providing value without detracting from the core content.
05
20% increase in user engagement with live-streaming events due to improved navigation and "Live" indicators.
25% improvement in search efficiency, measured by reduced time to find content.
20% boost in personalised content interaction through the introduction of the "For You" section.
Enhanced ad click-through rates by 15% with visually integrated sponsorship sliders.
35% reduction in drop-off rates during login and onboarding due to revamped flows.
06
What Worked Well
The horizontal search filter dramatically improved discoverability, particularly on mobile platforms.
Live-stream switching brought clarity and ease to navigating concurrent events, a major user pain point.
What Could Be Improved
Further integration of AI-driven personalisation to refine "For You" content recommendations.
