Case Study: Expanding ESPN's streaming business by designing a new Watch Party feature for the desktop platform.
Case Study: Expanding ESPN's streaming business by designing a new Watch Party feature for the desktop platform.
ESPN (Entertainment Sports & Programming Network) is the world’s leading sports entertainment brand, but cord-cutting trends and increased competition has created several challenges for their business. This is highlighted by:
ESPN (Entertainment Sports & Programming Network) is the world’s leading sports entertainment brand, but cord-cutting trends and increased competition has created several challenges for their business. This is highlighted by:
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
This case study explores how ESPN can overcome these challenges by adding a new feature to their streaming platform, leading to growth in ESPN+ subscribers and company revenue.
This case study explores how ESPN can overcome these challenges by adding a new feature to their streaming platform, leading to growth in ESPN+ subscribers and company revenue.
Summary
Summary
Skills:
Skills:
Competitive analysis, user interviews, wireframing, usability testing, prototyping
Competitive analysis, user interviews, wireframing, usability testing, prototyping
Tools Used:
Tools Used:
Figma
Figma
My Role:
My Role:
UX Designer
UX Designer
Project Duration:
Project Duration:
4 weeks
4 weeks
the problem
ESPN, one of the world’s leading multi-platform sports entertainment brands, faces challenges from the rise of cord-cutting and growing competition in the industry.
ESPN, one of the world’s leading multi-platform sports entertainment brands, faces challenges from the rise of cord-cutting and growing competition in the industry.
ESPN features seven U.S. television networks, a sports app, and a direct-to-consumer subscription service (ESPN+), which currently has more than 25 million subscribers and provides exclusive access to over 32,000 live sporting events each year.
ESPN features seven U.S. television networks, a sports app, and a direct-to-consumer subscription service (ESPN+), which currently has more than 25 million subscribers and provides exclusive access to over 32,000 live sporting events each year.
Cord-cutting trends and increased competition from other networks pose challenges to the ESPN business. This is highlighted by:
Cord-cutting trends and increased competition from other networks pose challenges to the ESPN business. This is highlighted by:
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
ESPN operating income (~profit) declined -9% year over year, as of 2Q24.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
The number of ESPN+ subscribers has declined by 1.2 million (from 26 to 24.8 million), since the end of 2023.
A few of ESPN’s primary competitors:
A few of ESPN’s primary competitors:
To address these challenges, ESPN can leverage several key business advantages to maintain its competitive edge.
To address these challenges, ESPN can leverage several key business advantages to maintain its competitive edge.
3 Business Advantages for ESPN
3 Business Advantages for ESPN
1
Broadcasting rights. ESPN has secured exclusive broadcasting rights for several major sports leagues and events (e.g. Monday Night Football, NBA Finals, College Football Playoff).
Broadcasting rights. ESPN has secured exclusive broadcasting rights for several major sports leagues and events (e.g. Monday Night Football, NBA Finals, College Football Playoff).
2
Size and resources. ESPN is owned by The Walt Disney Company, providing resources and capabilities that several smaller competitors don’t have access to.
Size and resources. ESPN is owned by The Walt Disney Company, providing resources and capabilities that several smaller competitors don’t have access to.
3
Distribution and multi-platform capabilities. ESPN features seven television networks, a direct-to-consumer app (ESPN+), ESPN Radio, and other leading social and digital platforms, providing a wide global reach.
Distribution and multi-platform capabilities. ESPN features seven television networks, a direct-to-consumer app (ESPN+), ESPN Radio, and other leading social and digital platforms, providing a wide global reach.
But before exploring solutions, I first sought to better understand ESPN’s users (sports fans) and their frustrations with the live and televised sports-watching experience.
But before exploring solutions, I first sought to better understand ESPN’s users (sports fans) and their frustrations with the live and televised sports-watching experience.
By talking with sports fans, I aimed to better understand their behaviors, preferences, and pain points related to watching sports. Identifying their top motivations and frustrations would then reveal opportunities for ESPN to expand its business.
By talking with sports fans, I aimed to better understand their behaviors, preferences, and pain points related to watching sports. Identifying their top motivations and frustrations would then reveal opportunities for ESPN to expand its business.
I conducted user interviews with five unique participants, varying in age and favorite sports. I asked about their experiences watching sports in person, at sports bars or restaurants, and at home, along with the primary devices and apps they use to watch.
I conducted user interviews with five unique participants, varying in age and favorite sports. I asked about their experiences watching sports in person, at sports bars or restaurants, and at home, along with the primary devices and apps they use to watch.
Conversations with sports fans uncovered several pain points that a new feature on ESPN’s streaming platform could address.
Conversations with sports fans uncovered several pain points that a new feature on ESPN’s streaming platform could address.
Watching live is the most preferred way to enjoy a sporting event, but high costs (tickets, parking, concessions) and logistics take away from the experience.
Watching live is the most preferred way to enjoy a sporting event, but high costs (tickets, parking, concessions) and logistics take away from the experience.
Fans largely enjoy watching sports and socializing with others, but long travel distances and busy schedules can make meeting up with friends and family difficult.
Fans largely enjoy watching sports and socializing with others, but long travel distances and busy schedules can make meeting up with friends and family difficult.
After completing competitive analyses and user research, it helped to condense my findings into a single, guiding question to anchor the design process and kickstart brainstorming.
After completing competitive analyses and user research, it helped to condense my findings into a single, guiding question to anchor the design process and kickstart brainstorming.
“How might we bring the energy and atmosphere from the live sports-watching experience to the virtual environment so that sports fans can save money and more conveniently enjoy watching sports together?”
“How might we bring the energy and atmosphere from the live sports-watching experience to the virtual environment so that sports fans can save money and more conveniently enjoy watching sports together?”
I also created two personas to ensure users’ goals and needs remained at the forefront of future design solutions.
I also created two personas to ensure users’ goals and needs remained at the forefront of future design solutions.
the goal
By designing and implementing a new feature, ESPN can grow the number of subscribers and overall company revenue.
By designing and implementing a new feature, ESPN can grow the number of subscribers and overall company revenue.
ESPN’s mission is to “serve sports fans. Anytime. Anywhere.” Aligned with this mission, the goal of this project is to develop a new ESPN desktop feature that enhances the sports-watching experience. The addition of a new feature will benefit ESPN by:
ESPN’s mission is to “serve sports fans. Anytime. Anywhere.” Aligned with this mission, the goal of this project is to develop a new ESPN desktop feature that enhances the sports-watching experience. The addition of a new feature will benefit ESPN by:
Growth and retention of ESPN+ subscribers (their subscription service)
Growth and retention of ESPN+ subscribers (their subscription service)
Growth in live sporting events broadcasted, and thus viewership, on ESPN networks.
Growth in live sporting events broadcasted, and thus viewership, on ESPN networks.
Increased user satisfaction with the ESPN product and growth of the ESPN brand.
Increased user satisfaction with the ESPN product and growth of the ESPN brand.
To guide my decision on which new feature to design, I outlined the key business goals and user goals.
To guide my decision on which new feature to design, I outlined the key business goals and user goals.
the solution
Initial ideas of a new “Watch Party” feature came while watching Monday Night Football with my dad.
Initial ideas of a new “Watch Party” feature came while watching Monday Night Football with my dad.
My dad and I have always shared a love for watching football, both college and professional. However, living several states apart now makes it challenging to enjoy games together like we used to. During one of my recent trips to visit him, something during the broadcast sparked an idea.
My dad and I have always shared a love for watching football, both college and professional. However, living several states apart now makes it challenging to enjoy games together like we used to. During one of my recent trips to visit him, something during the broadcast sparked an idea.
One unique way ESPN broadcasts Monday Night Football (MNF) is through the “Manningcast” on channel ESPN2. For those unfamiliar, Peyton and Eli Manning, Hall of Fame quarterbacks and brothers, host an alternative broadcast for Monday Night Football games in which they provide live commentary and insights while virtually watching the game together from their own homes.
One unique way ESPN broadcasts Monday Night Football (MNF) is through the “Manningcast” on channel ESPN2. For those unfamiliar, Peyton and Eli Manning, Hall of Fame quarterbacks and brothers, host an alternative broadcast for Monday Night Football games in which they provide live commentary and insights while virtually watching the game together from their own homes.
This inspired an idea. While watching the Manningcast with my dad, we started discussing and wondering, “If Peyton and Eli can virtually watch and enjoy the game together, why can’t everybody else?”
This inspired an idea. While watching the Manningcast with my dad, we started discussing and wondering, “If Peyton and Eli can virtually watch and enjoy the game together, why can’t everybody else?”
ESPN's "The Manningcast"
ESPN's "The Manningcast"
This new "Watch Party" feature could tackle several challenges sports fans encounter while also presenting a business opportunity for ESPN.
This new "Watch Party" feature could tackle several challenges sports fans encounter while also presenting a business opportunity for ESPN.
Reflecting on what sports fan shared about their frustrations with watching live sports, a Watch Party would address several key problems, including:
Reflecting on what sports fan shared about their frustrations with watching live sports, a Watch Party would address several key problems, including:
Allowing friends and family to enjoy sporting events together despite being far apart.
Allowing friends and family to enjoy sporting events together despite being far apart.
Sports fans would save money and time by watching games from home instead of spending on tickets, parking, concessions, and other expenses. They would also avoid sitting in traffic while driving to and from the game.
Sports fans would save money and time by watching games from home instead of spending on tickets, parking, concessions, and other expenses. They would also avoid sitting in traffic while driving to and from the game.
This new feature would also benefit the ESPN business. By offering this new feature through their ESPN+ subscription service, ESPN will retain and grow their subscriber base, boosting their revenue.
This new feature would also benefit the ESPN business. By offering this new feature through their ESPN+ subscription service, ESPN will retain and grow their subscriber base, boosting their revenue.
Backed by The Walt Disney Company, ESPN has significant resources and the technological expertise, already demonstrated through the production of the Manningcast.
Backed by The Walt Disney Company, ESPN has significant resources and the technological expertise, already demonstrated through the production of the Manningcast.
So, I began brainstorming what a Watch Party feature could look like on ESPN’s streaming platform.
So, I began brainstorming what a Watch Party feature could look like on ESPN’s streaming platform.
I started sketching and designing concepts for a “Watch Party” on ESPN’s streaming platform.
I started sketching and designing concepts for a “Watch Party” on ESPN’s streaming platform.
With the rise of remote work and growing familiarity with video conferencing tools like Zoom, I figured most users would already be comfortable with these systems. Thus, I used video conferencing platforms as inspiration for the design.
With the rise of remote work and growing familiarity with video conferencing tools like Zoom, I figured most users would already be comfortable with these systems. Thus, I used video conferencing platforms as inspiration for the design.
Designed Watch Party feature using familiar design patterns. Users can access Watch Party options from new menu bar below the streaming window.
Designed Watch Party feature using familiar design patterns. Users can access Watch Party options from new menu bar below the streaming window.
Users can add guests to the Watch Party by inputting their e-mail or username. Hosts can create a name and password for the Watch Party to allow users to join.
Users can add guests to the Watch Party by inputting their e-mail or username. Hosts can create a name and password for the Watch Party to allow users to join.
I tested my initial design concepts with five potential users and received feedback on the features and layout of the Watch Party.
I tested my initial design concepts with five potential users and received feedback on the features and layout of the Watch Party.
Participants helped me streamline the process for Creating and Joining a Watch Party. One participant suggested reducing the number of inputs. Instead of requiring a Watch Party name and password, they recommended using a single unique code to simplify the process.
Participants helped me streamline the process for Creating and Joining a Watch Party. One participant suggested reducing the number of inputs. Instead of requiring a Watch Party name and password, they recommended using a single unique code to simplify the process.
The Reaction feature was a big hit. Users really enjoyed using the reaction feature and mentioned they could see themselves using it frequently, especially when a big play occurs during a game.
The Reaction feature was a big hit. Users really enjoyed using the reaction feature and mentioned they could see themselves using it frequently, especially when a big play occurs during a game.
Users also highly valued the chat feature. Many expressed strong support for the chat feature, as they often multitask during games or prefer to limit audio noise to focus on the action. The chat feature offers an alternative way to communicate while minimizing distractions from the game.
Users also highly valued the chat feature. Many expressed strong support for the chat feature, as they often multitask during games or prefer to limit audio noise to focus on the action. The chat feature offers an alternative way to communicate while minimizing distractions from the game.
I incorporated the user feedback into my high-fidelity designs, and conducted another round of testing to gather additional feedback.
I incorporated the user feedback into my high-fidelity designs, and conducted another round of testing to gather additional feedback.
Feedback from second round of user testing:
Feedback from second round of user testing:
Users found ESPN’s home page overwhelming and had difficulty locating the streaming platform. While the home page was outside the scope of this project, I found this important to note and revisit in the future.
Users found ESPN’s home page overwhelming and had difficulty locating the streaming platform. While the home page was outside the scope of this project, I found this important to note and revisit in the future.
Allow the chat window to pop out from the screen. Users shared that during Zoom calls or watching videos, they often keep the chat box separate, sometimes on another monitor. Based on this feedback, I added a pop-out option for the chat box. This feature not only aligns with user preferences but also frees up more screen real estate for the sporting event.
Allow the chat window to pop out from the screen. Users shared that during Zoom calls or watching videos, they often keep the chat box separate, sometimes on another monitor. Based on this feedback, I added a pop-out option for the chat box. This feature not only aligns with user preferences but also frees up more screen real estate for the sporting event.
With the second round of testing complete, I finalized the designs and developed a fully functional prototype of the new “Watch Party” feature.
With the second round of testing complete, I finalized the designs and developed a fully functional prototype of the new “Watch Party” feature.
key takeaways
Final Thoughts
Final Thoughts
Competition in the sports entertainment world is intensifying, making it crucial for ESPN to continue innovating and maintain its competitive edge. With its vast global platform, extensive resources, and strong brand recognition, ESPN is well-positioned to capitalize on these opportunities.
Competition in the sports entertainment world is intensifying, making it crucial for ESPN to continue innovating and maintain its competitive edge. With its vast global platform, extensive resources, and strong brand recognition, ESPN is well-positioned to capitalize on these opportunities.
Due to project time constraints, I prioritized developing the core features for the MVP. Below are a couple of features I set aside for future iterations.
Due to project time constraints, I prioritized developing the core features for the MVP. Below are a couple of features I set aside for future iterations.
A sidebar with box scores, player statistics, and ESPN’s sports gambling platform would enhance the Watch Party experience. Fantasy sports and sports gambling are rapidly growing industries, and by integrating its new sports gambling platform, ESPNBET, into the Watch Party feature, ESPN could drive even higher user engagement and capitalize on these trends.
A sidebar with box scores, player statistics, and ESPN’s sports gambling platform would enhance the Watch Party experience. Fantasy sports and sports gambling are rapidly growing industries, and by integrating its new sports gambling platform, ESPNBET, into the Watch Party feature, ESPN could drive even higher user engagement and capitalize on these trends.
Partnerships with UberEats, DoorDash, and other food delivery services. Concessions were noted as a key component of the live sports-watching experience. By integrating food delivery services into the Watch Party, ESPN could help bring the food experience to the viewers’ homes.
Partnerships with UberEats, DoorDash, and other food delivery services. Concessions were noted as a key component of the live sports-watching experience. By integrating food delivery services into the Watch Party, ESPN could help bring the food experience to the viewers’ homes.
Challenges and Lessons Learned
Challenges and Lessons Learned
This project highlighted the challenge of catering to a highly diverse user base. Sports fans vary in age, life stage, and favorite sports, making it incredibly difficult to design a solution that works for everyone. I learned that trying to accommodate all audiences can sometimes lead to a design that ultimately serves no one effectively.
This project highlighted the challenge of catering to a highly diverse user base. Sports fans vary in age, life stage, and favorite sports, making it incredibly difficult to design a solution that works for everyone. I learned that trying to accommodate all audiences can sometimes lead to a design that ultimately serves no one effectively.
Be cautious of making assumptions about your users. For example, assuming users’ technological know-how or prior experience with features like video conferencing tools can lead to gaps in understanding. These assumptions can be avoided by asking the right questions during user interviews to uncover their actual needs and behaviors.
Be cautious of making assumptions about your users. For example, assuming users’ technological know-how or prior experience with features like video conferencing tools can lead to gaps in understanding. These assumptions can be avoided by asking the right questions during user interviews to uncover their actual needs and behaviors.
Start with the MVP and build up, rather than trying to implement all features at once. During brainstorming, it’s easy to get excited about several ideas and attempt to design them all. However, this can quickly become overwhelming and risk delaying completion of the product. I found it more effective to prioritize the most important features, as identified through user research, and focus on delivering a functional product first. From there, additional features can be iteratively developed and refined.
Start with the MVP and build up, rather than trying to implement all features at once. During brainstorming, it’s easy to get excited about several ideas and attempt to design them all. However, this can quickly become overwhelming and risk delaying completion of the product. I found it more effective to prioritize the most important features, as identified through user research, and focus on delivering a functional product first. From there, additional features can be iteratively developed and refined.
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