Tennis TV app

TennisTV is a provider of streaming and live tennis videos run by ATP which has tennis fan subscribers all over the world. They asked for the improvement of the UX and UI of their service aiming to increase their revenue and audience.

• The ask: Redesign the UX and UI of the TennisTV responsive app (tv, desktop, tablet, mobile) to make it more valuable and appealing to the users.

• My role: was in charge of the UX and UI. Furthermore, I helped defining the main concept and the content strategy of the app.

• Teams I worked with: worked with the client, the Creative Director and the development team.

• The impact: creased number of users that would sign up and pay monthly for the subscription.

The problems

The service wasn’t enough engaging because there was no concept or idea behind it. Users didn’t see the value in it, hence they wouldn’t subscribe. Existing customers stopped renewing their subscriptions. We had to make the service more entertaining starting from its concept. We want customers to feel entertained and updated with the latest and more exciting content. Our service should be quick and responsive. Animations should be swift and the navigation easy and fast.

Furthermore, there was no tournament schedule section. Users were forced to leave the app and go to another website to double check the tournaments information. We needed a way to show when the tournament started as well as the daily schedule when is ongoing.

What I’ve done and why

To give the idea of non-stop tennis action, a channel was assigned to each video content type. Considering the variety of the content, each channel is organised by playlists. Swiping through the channels would be like do zapping on TV! Also, a lot of work has been done around content animations and transitions between pages. Animations should be swift and the navigation easy and fast in order to capture the spirit of the sport.

The addition of the tournament schedule section was crucial. The main information of the tournament are provided and in case there is an ongoing one, the draw would be available. During a tournament, the daily schedule is kept constantly up to date with live broadcasts of the matches as well as the replays.