Driving growth on a 100k+ user platform
Lead product designer
6 months
Web & mobile app
10+ person cross-functional team
MY ROLE
Led end-to-end user research and design.
Created prototypes and wireframes based on feedback from usability tests.
Worked with engineers to implement interactions across web, mobile, and TV.
Analysed data to refine the designs and uncover opportunities for optimisation.
Ran workshops to align the team and prioritise the MVP.
PROJECT OVERVIEW
The project followed a lean, iterative approach, starting with initial discovery work to understand user needs and business goals, then evolving into a fully integrated feature on the platform. From early research and concept validation to wireframes and live testing, every stage was shaped by real user feedback.
THE PROBLEM
Improve the visibility
of content to drive awareness
We needed to help users explore and enjoy live sports without a subscription by designing a clear journey from discovery to upgrade and aligning with teams through workshops and collaboration.
EXISTING CHALLENGES
Content visibility
Many users didn’t realise Spark Sport offered free content, making it harder to attract casual sports fans.
Signup friction
Requiring account creation and payment details just to watch free content caused unnecessary drop-off.
Label clarity
It wasn’t always clear which content was free, creating confusion and reducing trust.
Poor surfacing
Free content was buried too deep in the interface, making it hard to discover organically.
THE SOLUTION
Watch your favourite sports without a subscription
Freebies offers a curated selection of sports content for free, lowering the barrier to discovery and encouraging upgrades. It’s highlighted with a dedicated plan card on the pricing page and a fast, frictionless sign-up flow.
THE RESEARCH
Discovering key user behaviours
I structured a product strategy with the PM as a conversion funnel. Each stage was designed to move users closer to becoming paying customers by gradually increasing their engagement and dependency on the product.
CONVERSION FUNNEL
Delight
Let users experience the value of content before being asked to subscribe or pay
Delight
Let users experience the value of content before being asked to subscribe or pay
Engage
Nudge users with updates and personalised recommendations to keep them coming back
Engage
Nudge users with updates and personalised recommendations to keep them coming back
Hooked
Keep users hooked with trailers, highlights, and lead-up content before key moments
Hooked
Keep users hooked with trailers, highlights, and lead-up content before key moments
Convert
Offer a clear and easy path to subscribe when interest peaks
Convert
Offer a clear and easy path to subscribe when interest peaks
PERSONAS
The Casuals
Wants to check out content but isn’t ready to commit to a paid subscription
Pain Points: Uncertain about the value of a subscription, prefers on-demand content over live sports.
Needs: Clear differentiation between Free vs. Premium, easy access to free content.
UX Focus: Low-barrier entry (no credit card required), clear UI labels for Free content.
The Fans
Watches free content regularly and follows certain sports but doesn’t subscribe
Pain Points: Uncertain about the value of a subscription, prefers on-demand content over live sports.
Needs: Clear differentiation between Free vs. Premium, easy access to free content.
UX Focus: Low-barrier entry (no credit card required), clear UI labels for Free content.
The Fanatics
Watches frequently, follows multiple sports and is likely to convert
Pain Points: Wants full access but is waiting for the right moment to subscribe.
Needs: Seamless upgrade process, exclusive perks for paid users.
UX Focus: Upgrade CTA at key engagement moments, special offers for first-time subscribers.
THE IDEATION
From early ideation to final interface
I led the visual and interaction design of the feature, starting with low-fidelity sketches. I ran a design workshop with cross-functional teams to explore user flows, interactions, and content ideas for Freebies.
DESIGN WORKSHOP
SKETCHING & PROTOTYPING
USABILITY TESTING
Usability testing revealed key areas for improvement in Freebies, particularly around content labelling, CTA visibility, and accessibility.
We came up with 3 suggestions to prioritise and tackle first for our MVP:
Users overwhelmed by multiple plans.
Lack of clarity around benefits.
Need for more information on the "Free" plan card.
THE PROTOTYPE
From concept to clickable prototype
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THE IMPACT
Freebies by the numbers
The Freebies feature successfully increased user engagement and conversions by reducing barriers and showcasing high-value content.
By allowing users to experience premium-like content without an upfront commitment, we saw significant improvements in key metrics, all within just 2 months of launch.
KEY METRICS
14.5%
Increase in conversion rate from free to paid subscription
25%
Increase in user engagement within 2 months
1240min
Average viewing time per Freebies customer
1158
Freebies users upgraded to a paid subscription
7895
Total Freebies signups within
2 months of launch
11.7 days
Average days to convert from Freebies to a paid subscription
Driving growth on a 100k+ user platform
Driving growth on a 100k+
user platform
Lead product designer
6 months
Web & mobile app
10+ person cross-functional team
MY ROLE
Led end-to-end user research and design.
Created prototypes and wireframes based on feedback from usability tests.
Worked with engineers to implement interactions across web, mobile, and TV.
Analysed data to refine the designs and uncover opportunities for optimisation.
Ran workshops to align the team and prioritise the MVP.
PROJECT OVERVIEW
The project followed a lean, iterative approach, starting with initial discovery work to understand user needs and business goals, then evolving into a fully integrated feature on the platform. From early research and concept validation to wireframes and live testing, every stage was shaped by real user feedback.
MY ROLE
Led end-to-end user research and design.
Created prototypes and wireframes based on feedback from usability tests.
Worked with engineers to implement interactions across web, mobile, and TV.
Analysed data to refine the designs and uncover opportunities for optimisation.
Ran workshops to align the team and prioritise the MVP.
PROJECT OVERVIEW
The project followed a lean, iterative approach, starting with initial discovery work to understand user needs and business goals, then evolving into a fully integrated feature on the platform. From early research and concept validation to wireframes and live testing, every stage was shaped by real user feedback.
THE PROBLEM
How might we boost content visibility?
Improve the visibility
of content to drive awareness
We needed to help users explore and enjoy live sports without a subscription by designing a clear journey from discovery to upgrade and aligning with teams through workshops and collaboration.
We needed to help users explore and enjoy live sports without a subscription by designing a clear journey from discovery to upgrade and aligning with teams through workshops and collaboration.
EXISTING CHALLENGES
Content visibility
Many users didn’t realise Spark Sport offered free content, making it harder to attract casual sports fans.
Signup friction
Requiring account creation and payment details just to watch free content caused unnecessary drop-off.
Label clarity
It wasn’t always clear which content was free, creating confusion and reducing trust.
Poor surfacing
Free content was buried too deep in the interface, making it hard to discover organically.
THE SOLUTION
Watch your favourite sports
without a subscription
Watch your favourite sports
without a subscription
Freebies offers a curated selection of sports content for free, lowering the barrier to discovery and encouraging upgrades.
It’s highlighted with a dedicated plan card on the pricing page and a fast, frictionless sign-up flow.
Freebies offers a curated selection of sports content for free, lowering the barrier to discovery and encouraging upgrades. It’s highlighted with a dedicated plan card on the pricing page and a fast, frictionless sign-up flow.
THE RESEARCH
Discovering key user behaviours
Discovering key user behaviours
To inform product decisions, I conducted qualitative and quantitative research focused on user behaviour, preferences and motivations.
I structured a product strategy with the PM as a conversion funnel. Each stage was designed to move users closer to becoming paying customers by gradually increasing their engagement and dependency on the product.
To inform product decisions, I conducted qualitative and quantitative research focused on user behaviour, preferences and motivations.
I structured a product strategy with the PM as a conversion funnel. Each stage was designed to move users closer to becoming paying customers by gradually increasing their engagement and dependency on the product.
CONVERSION FUNNEL
Delight
Let users experience the value of content before being asked to subscribe or pay
Delight
Let users experience the value of content before being asked to subscribe or pay
Engage
Nudge users with updates and personalised recommendations to keep them coming back
Engage
Nudge users with updates and personalised recommendations to keep them coming back
Hooked
Keep users hooked with trailers, highlights, and lead-up content before key moments
Hooked
Keep users hooked with trailers, highlights, and lead-up content before key moments
Convert
Offer a clear and easy path to subscribe when interest peaks
Convert
Offer a clear and easy path to subscribe when interest peaks
PERSONAS
The Casuals
Wants to check out content but isn’t ready to commit to a paid subscription
Pain Points: Uncertain about the value of a subscription, prefers on-demand content over live sports.
Needs: Clear differentiation between Free vs. Premium, easy access to free content.
UX Focus: Low-barrier entry (no credit card required), clear UI labels for Free content.
The Fans
Watches free content regularly and follows certain sports but doesn’t subscribe
Pain Points: Uncertain about the value of a subscription, prefers on-demand content over live sports.
Needs: Clear differentiation between Free vs. Premium, easy access to free content.
UX Focus: Low-barrier entry (no credit card required), clear UI labels for Free content.
The Fanatics
Watches frequently, follows multiple sports and is likely to convert
Pain Points: Wants full access but is waiting for the right moment to subscribe.
Needs: Seamless upgrade process, exclusive perks for paid users.
UX Focus: Upgrade CTA at key engagement moments, special offers for first-time subscribers.
USER JOURNEYS
THE IDEATION
From early ideation
to final interface
From early ideation
to final interface
I led the visual and interaction design of the feature, starting with low-fidelity sketches. I ran a design workshop with cross-functional teams to explore user flows, interactions, and content ideas for Freebies.
I led the visual and interaction design of the feature, starting with low-fidelity sketches. I ran a design workshop with cross-functional teams to explore user flows, interactions, and content ideas for Freebies.
DESIGN WORKSHOP
SKETCHING & PROTOTYPING
USABILITY TESTING
Usability testing revealed key areas for improvement in Freebies, particularly around content labelling, CTA visibility, and accessibility.
We came up with 3 suggestions to prioritise and tackle first for our MVP:
Users overwhelmed by multiple plans.
Lack of clarity around benefits.
Need for more information on the "Free" plan card.
Usability testing revealed key areas for improvement in Freebies, particularly around content labelling, CTA visibility, and accessibility.
We came up with 3 suggestions to prioritise and tackle first for our MVP:
Users overwhelmed by multiple plans.
Lack of clarity around benefits.
Need for more information on the "Free" plan card.
THE IMPACT
Freebies by the numbers
Freebies by the numbers
The Freebies feature successfully increased user engagement and conversions by reducing barriers and showcasing high-value content.
By allowing users to experience premium-like content without an upfront commitment, we saw significant improvements in key metrics, all within just 2 months of launch.
The Freebies feature successfully increased user engagement and conversions by reducing barriers and showcasing high-value content.
By allowing users to experience premium-like content without an upfront commitment, we saw significant improvements in key metrics, all within just 2 months of launch.
KEY METRICS
14.5%
Increase in conversion rate from free to paid subscription
25%
Increase in user engagement within 2 months
1240 mins
Average viewing time per Freebies customer
1158
Freebies users upgraded to a paid subscription
7895
Total Freebies signups within
2 months of launch
11.7 days
Average days to convert from Freebies to a paid subscription
THE PROTOTYPE
From concept to
clickable prototype
From concept to
clickable prototype
I brought the design to life through an interactive prototype, allowing teams to test the flow, validate assumptions
and experience the end-to-end journey before development.