Complete redesign of the customer's current mobile app, focusing on current social networks and great user experience.
Dugout allows you to watch, categorize, and check football content online. The platform delivers incredible content and updates in real-time via partnerships with brands, agencies, publishers, and platforms.
Dugout offers a user-friendly website, an iOS and Android app, as well as AppleTV and FireTV apps.
After changing the look and feel in August 2018, Dugout decided to bring the new iteration to iOS and Android Apps. Since then, they've gone from strength to strength with online customer's views and shares. Unfortunately, their last product design wasn't bringing as many clients as they would have liked because of its lack of simplicity, better layout, better usability, and a television app that would raise public interest. There were also some UX/UI tweaks and missing features that needed to be added.
I followed the dugout's brief from 2017-2019 to redesign their app. By serving as their Lead UX/UI Designer, and collaborating with their PM and developers, we created new mobile guidelines and most of today's features.
The User research focused mainly on how social networks work by understanding user behaviors, needs and motivations through users interests.
The UX/UI Workshops held by our team included a lot of creation, changes, and discussions regarding sitemaps, web structure, and old/latest user flows.
Discussions between stakeholders' decisions and the team's ideas were always present. Especially when it came to the design, there were a few iterations before finding the right fit. Finding the best solutions for the project was sometimes frustrating for Dugout and our team.
It was also challenging for me to create a TV app due to the fact that I had to research specific information in order to design the right layout and understand how AppleTV and FireTV work.
The right planning allowed us to confidently move into creating wireframes for the app. As a result, we decided to focus more on the functionality and structure of the application, opting for low-fidelity wireframes with very little detail. Ultimately, we could add design elements later, but (above all), the product had to be clear and straightforward for users.
It was necessary to have a user flow in order to understand every action the customer would take. In this project, the brief provided data about user scenarios and personas that helped to understand the app better.
We also had a QA team that checked every path the user would take, but we knew the app/web structure which would be based on:
An important change in the app was focusing on an easier way for people to get new content into their main feed. In the earlier version, customers would need to click in a group of videos to check what was in them. However, we added a collection bar at the top so people could access different players, clubs, favourite content in the same feed without rerouting them to another page.
Additionally, Dugout needed a simpler, easier, and more structured layout for displaying content on the desktop website, so it was completely redesigned.
As inspiration for redesigning Dugout's app & web, different social networks were blended into one product, like Instagram and Facebook.
In terms of iconography or web design, there were few versions not adopted due to stakeholder preferences or PM requirements, but there were always several alternatives.
Using a different look and feel, we developed a totally new UX/UI responsive platform that can perform the core functions of Dugout as well as add new features and make it simpler and easier.
Our TVapp was selected by AppleTV as a showcase product because it was fully functional for Apple TV and Fire TV.
In addition to improving the look and feel, we were also able to increase the number of clients.
As a result of a change in management and marketing at Dugout, the web/app was completely revamped after a few years.
