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Hybrid Internal App Case Study

BallerTV’s live streaming service is supported by our dedicated team of contract videographers. As the company scaled, the web solutions to manage games were built on the spot. The website became bloated and was not created to scale. Design and product team took initiative to interview stakeholders to identify business problems.

Business problems 

Identified

1. Standardizing operating procedures to scale across events to help push margin to 0% per event.

3. Creating the most impact for our contractors by building an experience with limited engineering resources.

2. Improving coverage quality by providing seamless tools that would help contractors quickly identify any streaming issues and how to troubleshoot.

User Research

Key Findings

 Most of our contractors work with us because they love making a difference through sports. They feel rewarded by live streaming games for families. The communication the company has with the contractors are muted and one sided. The company had a perception that contractors are working with us for money only. In reality, they are either working with us because they love sports or they love making an impact through youth sports. 

User Research Part 1

Interviews

Participants

The design team conducted 4 in-person interviews with contractors. The participants were a long time contractor (+2 years), a recent contractor, or a first time contractor. With the resources, a variety of participants will help us understand different scenarios. 

Exercises

Card Sorting

With the previous web solution, we wanted to see how the contractors will categorize items.

Timeline Experience

To understand the process of running an event, we wanted to understand key moments before, during, and after the event. 

Result

Before an event, there are little to no communication about confirmed scheduling. They are also asked spontaneously to pick up equipment couple days before the start of an event. After an event, they have little to no communication about payments. They work for us because they enjoy the environment of these events; they love sports.

User Research Part 2

Remote Card Sorting

Result

We sent out a digital card sorting exercise (via. Optimal Workshop) to the contractors to get a larger sample to understand their thoughts on architecting the app.

User Research Part 3

Field Kits

Participants

As a team, we created a field kit that was received by 5 contractors. They were asked to document their experience for 5 days prior to a scheduled event; totaling in 7 days of documentation. 

TASK 1

Emoji Personality

The contractors were asked to select an emoji and write a description of why they relate to that emoji. This exercise helps identify similar personalities between our contractors to help get a persona of our contractors.

TASK 2

Feeling Color Tracker

The contractors were asked to fill out a 7 day calendar to document their feelings 3 times a day. This exercise will give us a better understanding of how they feel leading up to an event, during an event, and after an event. The similarities gathered will give us an insight of pain points in their work.

TASK 3

Sphere of Influence

The contractors were asked to identify what influence or discourage their decision to work for BallerTV. This exercise gives insights on what motivates and drives them to work for us. It will also identify pain points that discourages their decision to work for us.

TASK 4

Letter to Future Self

The contractors were asked to write a letter to their future self. This exercise will give us insights about their aspirations in life. 

TASK 4

Self Seeders

The contractors were to pick 6 personality traits about themselves they would like to plant and where they would like to grow. The exercise connects their traits to where they would like to influence that trait the most or would like to have in that moment. It identifies strength and weaknesses. 

Results

The contractors have similar personalities. They are leaders and they want to impact lives. They love helping their community through youth sports. It's what drives them to work for BallerTV. The perception was contractors work for us because they want to make money through sports. It's the reverse, they work for us because they make impact in youth sports and in return, make extra cash. 

 

Design

Wireframes

Information 

Architecture

Requirements

The design team divided the sections to build the app. We agreed that design needed to take initiative to add delights in the app. I was assigned to work on more sensitive parts which are the following: onboarding, payments, and account settings. Onboarding was on hold for version 2 but I had a running list of ideas for it.

Account Settings

V. 1 Parameters

Through user research we have prioritized the ‘Event Home’ as the main feature for the beta. The other features of the app—accounts, payments, and apply for an event— had to be de-scoped in order to reach the internal testing beta timeline goal. The sections that were prioritized were task list, mission control overview, and check-in.

Design System

The design team made the strategic decision to build a design system so we could create rapidly and efficiently. We built the system to be modular, accessibility friendly, and scalable. My goal was to create a symbols library to be able to flexible and easily adaptable throughout the app. 

Design

Testing

Internal Testing Beta Results

NPS

41

Using the user data collected, the design team prioritized next steps. The information allowed us to tackle the most important user experience of the app. 

Onboarding

The onboarding process (create account) painfully took 15-20 minutes average and was one of the few parts of the app that was added for the release. When a user can't easily and successfully create an account, that is a dangerous drop off of onboarding users.

Soft Release Results

NPS

71

"It's easier to pull up Mission Control and check in. It's easier to check on courts and the angles." - Austin Dean

Feedback

Design

Version 1.0

Task List

The completion rate for task lists were 20%. The first version was designed before operations had a clarity of what was tasked. The UX did not support their execution. From the quantitative data, the team was able to challenge operations to cut the task down to measurable results that would benefit the company.

The UX did not support the intended use of the task list created by operations. On a UI level, the circle blue check does not function the way human interaction reads the element. When a user taps on the circle to mark as complete, it triggers the card asking for 1 or 2 further steps to mark as complete.

Mission Control and Feedback

The stakeholders challenged the team to continue to redesign the mission control. One of the biggest problems that needed an urgent solution was the communication between the contractors and support team. The support teams are notified by viewers that a live stream needs an immediate attention.

To reach our company goals of coverage quality, 0% margins, and cultivating relationships, we had the challenge to reduce the amount of feedback questions that were requested for the contractors to answer. As a team, we decided to release the questions throughout the day instead of them answering them at the end of their shift.

Design

Version 1.5

Updated task list

Payment

Next Steps

From the challenges given by stakeholders and the low resources, this app came with lots of challenges that made the building process an experience. The company's collaboration to make this app launch meet deadlines was an unforgettable first shipped app. 

The 1.5 version of the app is under development.

Sarah Ji-Yeon Moon

UX Designer

Based in Los Angeles

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