Persona
Parent purchaser
Framed the customer as a parent or family member trying to create something meaningful from an athlete’s game footage.
2019–2020
Athlete Mixtape
Reducing Friction in a Purchase Workflow
Athlete Mixtape was a paid product that allowed families to purchase custom highlight reels created from multiple games and events. After identifying customer demand beyond BallerTV's existing single-game offering, I conducted analytics reviews, UX audits, information architecture work, and usability testing to uncover friction throughout the ordering experience. The project focused on simplifying a complex multi-step workflow, improving the mobile experience, and validating recommendations through testing. Insights and low-fidelity workflows were handed off to visual designers for implementation, resulting in a redesigned experience that reduced average completion time by 54.7%, from 4min 43sec to 1 min 36sec.
Context
A custom highlight reel required more than a standard checkout flow.
Families wanted a personalized product, but ordering one required details they might not have ready: athlete information, footage context, preferences, and expectations for the final reel.
A new product opportunity
The feature created a paid path for families who wanted more than a single game video — they wanted a personalized highlight reel centered on an athlete.
A more complex ordering flow
The product needed to collect athlete details, footage context, preferences, and purchase information without making the order feel overwhelming.
A workflow that affected multiple teams
The customer-facing order experience had to produce enough information for the internal team to find footage and create the final mixtape.
Constraints
The ordering experience had to balance customer flexibility with fulfillment needs.
A custom video order required more information than a typical checkout flow. The challenge was to make the experience feel clear and easy to complete while still collecting the details needed to produce the final reel.
- 01
Customers did not always have perfect information
Families knew the athlete and the type of highlight they wanted, but they might not know every game, clip, or footage detail up front.
- 02
Production still needed structured inputs
The order had to give the internal team enough context to locate the right footage and understand what the customer expected.
- 03
Too much restriction could hurt completion
The flow needed structure, but forcing every detail too early risked making the product feel harder to buy.
Research & Structure
The early work clarified the customer, journey, and order structure.
Before focusing on screen-level changes, the project used personas, journey mapping, and information architecture to understand the customer’s mindset and the structure of the order flow.
Journey
User journey map
Mapped the path from interest to purchase, highlighting where customers needed clarity, confidence, and guidance.
Structure
Information architecture
Organized athlete details, footage context, editing preferences, and checkout into a clearer ordering structure.
Version 1.0
The first version tested whether customers could understand and complete the order flow.
Initial purchase flow and usability baseline.
Version 1.0 established the first complete ordering experience for Athlete Mixtape. The goal was to validate the core flow: explain the product, collect the necessary order details, and get customers through checkout.
User Testing Results
The first version was usable, but it still created friction.
Initial testing showed that customers could complete the flow, but the time, difficulty score, and qualitative feedback pointed to opportunities to make the ordering experience faster and less restrictive.
~90%
Completion rate
4m 43s
Average time
2.7
Difficulty mean
Version 1.5
The audit showed where customers hesitated.
Customers could complete the flow, but the audit identified places where unclear requirements, rigid fields, and missing context made the order feel harder than it needed to.
Clarified what customers needed to provide
The audit looked at where instructions were unclear and where customers needed more context before entering information.
Reduced unnecessary rigidity
The flow needed to collect useful order details, but not every field needed to feel like a blocker before checkout.
Prepared the flow for a stronger second version
The findings informed the next direction: a faster, more forgiving order experience that still supported fulfillment.
Version 2.0
The second version simplified the path to purchase.
A faster, more flexible ordering flow.
Version 2.0 moved the experience toward clearer requirements, fewer blockers, and a more flexible way to collect custom order details. The redesign focused on making the purchase flow feel easier without losing the information needed to create the final mixtape.
Design Changes
The final direction reorganized the order around customer uncertainty.
A faster, more flexible ordering flow.
Instead of treating every field as equally required, the redesign separated what customers needed to answer immediately from what could be flexible or clarified later.
Final Results
Version 2.0 reduced completion time by more than half.
The redesigned flow helped customers complete the Athlete Mixtape order faster, showing that the biggest improvement was not adding more features — it was making the existing decision path clearer and lighter.
54.7%
Decrease in completion time
1m 36s
Average completion time
Outcome
Athlete Mixtape became a clearer purchase flow for a higher-value custom product.
The project improved the experience of ordering a personalized highlight reel from BallerTV footage. Through testing, audit, and iteration, the flow became faster to complete and easier for customers to understand.
Customer
Made the order easier to complete.
The redesign reduced friction for families ordering a personalized athlete highlight reel.
Business
Supported a stronger paid product.
The improved purchase flow helped make Athlete Mixtape feel easier to understand and buy.
Product
Turned testing into measurable improvement.
Usability testing and UX audit findings translated into a 54.7% reduction in completion time.
Reflection
This project taught me how much friction can hide inside a custom order flow.
The product was valuable, but the first version asked customers to work too hard to complete the order. The strongest design improvements came from making the flow more flexible, clarifying what information mattered, and reducing the effort required to buy a custom product.