Context

A leading cricket-content and fantasy platform was looking to grow their customer base and increase frequency of use by redesigning their existing platform to create an engaging and intuitive experience. 

PROCESS

Pensaar Design started by performing an in-depth analysis of over 20 competitors, followed by a heuristic evaluation of the current platform to get a holistic view of the digital sports content industry and to determine areas of improvement. We then conducted deep qualitative research, and spoke to 3 internal stakeholders and 14 customers, to understand their pains, desires, and motivations while using our platform, competitor platforms and their reactions to new explorative concepts. Equipped with this knowledge, we arrived at insights that helped us define what the future of engaging cricket fans can look like and how differentiation from competitors can be sought after. The team then carried out an iterative sprint and incorporated the insights to design an engaging and intuitive fantasy platform and also made heuristic recommendations to improve the experience of the cricket content platform. 

Strategy & Approach

While building the strategy and approach for the way forward it was important to understand the competitor ecosystem and to ensure the core team was letting go of all existing biases and also to re-frame existing mindsets.

INsights

Visual explorations

While working on the UI, we did a visual exploration to better understand our clients and their needs. We also showcased some of the latest trends in visual design that could differentiate them from their competitors.

FInal SOlutions

Our designs showcased the company brand colours throughout. We also portrayed a sporty and playful feeling with the solid gradient that resonates with the cricket  and sports fans.