Project
Play Central
CX 路 UX 路 UI 路 Product 路 Strategy
Tabcorp
2021
Role: Content UX Lead
Overview
Watch Live sports and racing from the palm of your hand.
I led the redesign of the mobile live vision experience, which resulted in a 30% increase in revenue from these users and established it as a core feature and customer offering. This work laid the foundation for the TABx design system and advanced the mobile experience toward a content-based interface.
Discovery / Approach
I facilitated co-design workshops with stakeholders and customers while conducting comparative and competitive research to develop concepts for user testing. This research guided the design refinement process. Following the double diamond methodology, I led this design-driven initiative.
The task - transform content experiences聽
Initially, Racing Vision was the only content available in the mobile app, with a poor user experience that wasn't optimized for mobile devices. Our primary objective was to transform the app's content delivery and create true mobile-first experiences by redesigning the TAB app's media player for both iPhone and Android platforms.
Innovation for digital maturity
To mature our digital content strategy, we took several key steps to expand our content capabilities. We implemented a new CMS, developed TAB-exclusive streaming content, and secured streaming rights with major content providers (NBA, MLB, NFL and other sports). These initiatives created the foundation needed to deliver an exceptional content experience to our users.
Outcomes
Play Central launched successfully and remains a mainstay feature of the TAB mobile app. It marked the organisation's first truly mobile-first product release, pioneering the use of in-app time as a key success metric.
Contact
Want to view more of this project? Feel free to reach out to hello@mattmc.me