Sport UX/UI

CHALLENGE: Develop a credible and trustworthy web platform that offers reliable information about the most competitive, premium sporting events and leagues worldwide to passengers as they travel.


1. Defining goals and setting objectives

2. Stakeholder interviews

3. Identifying key audiences

4. Building personas

5. Creating scenarios

6. Creating site maps

7. Conducting competitive market research and analysis

8. Paper prototyping

9. Wireframing

10. High fidelity design & guidelines

11. Usability testing



Site Url:

Site Owner: IMG


Sport 24 is a corporate website and the only one of its kind. It provides the world’s first ever LIVE global sports service for the Airline and Ship at Sea industry. Its purpose it to improve passengers’ travel experience by enabling them to enjoy world class sport across continents and time zones.


The main goal of the website is to provide an updated, specific and well structured content offering information about the live channel.

Who uses the site

Primary audience: Flight and Cruise Passengers.

Secondary audience: Football, Tennis, Rugby, Motorsports, Cricket and Golf fans.


Talking to stakeholders is essential for gathering information. During the kickoff meeting, I was able to ask questions and find out more about the service that Sport24 was aiming to provide. It was extremely useful as it also gave me an idea about potential users and existing pain-points that the product was going to solve.


Establishing the target group is a crucial step. Understanding the audience will help ensure that the solution the product will offer is an accurate response to the users’ needs.


The representation of the typical user was based on both the information obtained during the stakeholders’ interviews as well as on my user research process.

Persona’s features

› Football fans

› Age: 19 – 35

› Gender: Male

› Family: Single, married, children

› Education: Degree

Information channels and sources

› On desktop computers, laptops, tablets and Smart phones

› Football apps, Sports magazines, football management games

Main Goals

› To be able to watch football matches and have access to live results

› To read updated, football related content

› To be the first to know about football results, news / latest in football world


› Top leagues games are exclusive to some networks.

› The content found online is not always updated

› Hard to find live content anywhere else other than on TV


› Sports fan

› Access fresh & new football related content

Users’ needs

› How can I find out if my flight provides live sports service?

› How do I know if football will be on?

› How do I select my favorite game?

› How long will the program last for?

› Can I get updates on the program?

› Are there any news regarding football?

› How do access the newest content?

› Do you offer any additional services?


› Improve accessibility

› Lean UX, IA strategies

› Sports/Football on airplane story

› Subscribe option

› News / media section – trends, shows, video content

› Email newsletter

› News feature with most popular players


The easiest way to understand users’ behaviors is through scenarios. Scenarios not only best describe how the users will be interacting with the product but they’re also a great tool for identifying their goals and needs. Here is the step by step process Sport24 users will be following, based on their objectives:


Sitemaps establish the different content pieces on the site and the relationship between them. It is an important step of the user centered process as it ensures the content is accessible and easy to find.


Competitive analysis is vital as it describes the context in which the product exits in. It is also used to evaluate how the product’s competition stacks up against usability standards and the overall user experience.


These are the early concept sketches for Sport24. They’re of course simple and incomplete but illustrate the main features of the product.


Wireframing process for Sport24 was mainly focused on the space prioritization, how the content was going to be organized what functionalities are available. It was a great tool for planning out the content and the overall user experience.


High-fidelity design is important as it maximizes the aesthetic through the power of graphics and text. I have collaborated with the visual designer in order to develop a high fidelity prototype that would be compliant with the UX requirements.


In order to make good decision about both design and implementation, I had to visualize and understand how users were going to use the product. This was of course achieved through user tests.


Metrics are the the ultimate validation of the UX strategy. It was an extremely rewarding experience to see that the traffic on the website was healthy and steady and had over 14.000 page views within the first 6 months.