Single Destination

UX / UI Design / Design Strategy - Eurosport

Background

Eurosport delivered a step-change in customer experience in 2020, combining the previously separate Eurosport(news) and Eurosport Player (DTC video) into one integrated experience: Single Destination.

The new Eurosport experience

 

The previous sites were both popular, with high traffic in key global markets. But apart from a few simple links, customers could not easily switch between them. So readers of Eurosport news could not watch premium videos in context, and subscribers to Eurosport's DTC video service, could not easily access the wider range of Eurosport content. The Single Destination product innovation provided the solution.

 

Execution

Every part of the existing Eurosport experience was examined, redesigned and improved. In my role as Design Director, I led the team of Product Designers, UX Designers and external researchers, to deliver this step-change to the customer experience. I also worked closely with the Product, Front-end tech, Back-end tech, Brand, and Marketing teams, and internal and external stakeholders to ensure effective implementation.

The Eurosport design team redesigned each component, in every part of the site and apps, and reworked the architecture to best suit the new, contextual experience.

Each new customer journey was analysed and optimised. Multiple rounds of User Testing were conducted to ensure that the MVP (Minimum Viable Product) delivered the best possible experience.

 

The home page and sport hub pages now contained a rich mixture of latest sports news, and premium video content. The new Watch section contained all the content of the previous 'Eurosport Player' experience, but presented clearly using scrollable rails and contextual links. With improved architecture and navigation, users could now quickly access the information they needed, such as the latest results.

 

This huge piece of work was delivered by the Eurosport Design team at the same time as the Eurosport re-brand, and the 2020 Olympics website and app (work of almost a similar scope). Ensuring that all this work was delivered concurrently, and at a high standard, was a huge challenge, which I ensured we achieved through extensive planning and collaboration.

Results

The MVP of the new experience launched in late 2020. Early results were promising, with customer satisfaction scores increasing each month, and in early 2021 exceeding previous levels across global markets. Subscriptions to the premium DTC service increased, with some pages of the new website delivering more than 20% uplift over the previous versions.

Further iterations and have gone live each week subsequently, as the experience constantly evolves and improves, based on customer research and feedback.