The future of sports: All content, for all fans, all in one place
Client
Amazon
Vision
Project scope
UX Lead
Role
Amazon came to us with an incredibly exciting ask: Create an entirely new experience that uniquely celebrates fandom in a way that only Amazon can offer. How might we leverage the power of Amazon’s technology, data, media, and customer-centric principles to create the #1 sports destination?
This was a massive project with many tracks of work. I led the effort in crafting the heart of the experience— the home feed— where fans could immerse themselves in the world of sports like never before.
Experience Principles
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Home gathers previews of games, timely news, scores, recent game notifications, and general sports alerts to quickly catch fans up on the latest and greatest sports content.
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Kalani is kept fresh by updating fans' content in real-time so they are always in the know.
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Home learns from fans' preferences by adjusting what content is surfaced based on their activity and preferences, such as their selections during onboarding, filtering, and based on a user’s personal content engagement metrics.
Understanding and predicting our fans interests from the start
An intuitive onboarding experience that puts the power in the hands of our fans. Fans can create their own custom feed for leagues, teams, and players across the entire spectrum of sports. With intuitive navigation, and smart suggestions, we ensure fans discover and connect with the content that fuels their passion.
A curated feed with our fans in mind
The “For You” home feed allows fans to catch up with everything that is important to them in one immersive viewing experience. Featuring live games, real-time updates, and a mix of multimedia content including videos, stats, interactive features, articles, and audio, the home feed is their personalized gateway to the world of sports.
An interactive “Feed Switcher” for fans get lost in what they love.
Fans can go beyond their customized feed, and create alternative feeds focused on specific teams or players. The feed switcher allows them to move between their favorites, or even add a new interest right from their flow.
“I like the live feed. I mean, that's what really gets me— things that are live. Anything that's past or whatnot, I can always view. But the Live is really what captures my attention there.”
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