March Madness Live Case Study
Overview
March Madness Live expanded their product onto new platforms with a design overhaul, giving fans new ways to follow the tournament.
Role
As Director of Experience and Design, I was responsible for developing a comprehensive UI/UX strategy that seamlessly married marketing objectives and an award-winning product experience across platforms.
Process
My team conducted a thorough analysis of our target audience and cutting-edge platform capabilities, which informed the feature offerings, and user experience and design strategy, and helped define clear objectives and KPIs. I then led creative efforts to create user experience and user interface design that showcased the brand’s value proposition. Throughout the process, I collaborated closely with stakeholders and engineers, allowing us to move quickly, make the most of each platform, and delivery products in time for live broadcast events.
Problem
New platforms and capabilities require an evolution in the March Madness Live user experience.
Opportunity
MML is in a unique position to deliver best-in-class cross-platform experiences for the upcoming live tournament and become the second-best way to watch games and follow the tournament.
Experience Objectives
• Grow app downloads
• Expand live game viewership
• Overhaul Android with platform-specific experience
Design Objectives
• Modernize UI across platforms
• Incorporate ads from sponsors
• Overhaul Android with platform-specific design
Overall Objective
Give users across every platform the best way to watch live games when they aren’t there in person.
Information Architecture
State Handling
Sponsor Feature Mock
UI/UX Q&A
Cross-Platform Promo
Results
Record number of users and most revenue brought in to-date
$50M -> $90M
+164%
live streams
+207%
live viewing time per user
+800%
Android users
3Y revenue
Key Takeaways
As the Director of Experience and Design, I successfully developed and executed a UI/UX strategy that aligned marketing goals, working in collaboration with executives, engineers, and designers. By leading my team through a deep analysis of the target audience and platform capabilities, we defined clear objectives and KPIs that shaped the product’s feature set and design approach. I spearheaded the creative vision, ensuring that the user experience effectively communicated the brand’s value proposition.
Cross-collaboration allowed us to move swiftly and deliver in time for the March Madness tournament. This effort resulted in a record number of users and a significant increase in revenue over a three-year engagement.