Things I Did

• UX Research: Designed and deployed a Google Forms survey followed by deep-dive user interviews via WhatsApp.

  
  

• Data Synthesis & Insights: Analyzed qualitative and quantitative data to map modern soccer fan behaviors, pain points, and content consumption rhythms.

  
  

• Information Architecture & Feature Prioritization: Defined key product pillars (Multicam, Smart Notifications, and Live Stats Widget) based on user needs.

  
  

• Mobile UI Conceptualization: Designed the layout wireframes optimized for mobile screens, balancing data density with visual clarity.

Context and Problem

CazéTV is highly successful on third-party streaming giants (YouTube and Twitch) due to its disruptive, informal, and humorous narrative.

The core challenge is transposing this digital-native community and high engagement into a proprietary mobile application ecosystem for the World Cup.

Transmitting sports today is no longer a passive event; it is a highly interactive, multi-screen experience.

This research aimed to identify the modern fan’s desires and pain points to propose a product strategy that solves technical friction, boosts live engagement, and retains users after the tournament ends.

Market Analysis/Benchmarking: Creating something new or improving what already exists?

Improving what already exists. Instead of reinventing sports broadcasting, this project focuses on improving the digital streaming experience by bridging the gap between raw data platforms and conversational entertainment platforms (social media, memes).

The goal was to centralize information into a single screen, preventing the user from abandoning the stream to search for statistics or memes elsewhere.

Methodology and Strategic Adaptations

The project followed a lean user-centered research approach:

• Quantitative/Qualitative Survey: Deployed via Google Forms to map profiles (from "Marathoners" to "Social" fans), primary devices, and the perceived value of customizable streams.

  
  

• Deep-Dive Interviews: Conducted follow-up audio calls via WhatsApp with selected users to extract emotional contexts, past frustrations, and secondary-screen habits.

Sample Pivot

• Initial Assumption: Because CazéTV’s brand identity is deeply rooted in live chat interactions, it was assumed that a highly active, constantly visible live chat would be a vital feature on the mobile screen.

  
  

• The Pivot: Qualitative data revealed a strong preference for a "clean screen" without chat distractions during live gameplay.

  Users consider the visual aspect of the match "sacred". Consequently, the product strategy shifted from forcing chat engagement to designing an instantaneous "Toggle" feature, allowing users to hide/show interactive layers on demand.

Ideation, Wireframes, and Testing

To balance a rich information ecosystem with the users' strict demand for a clean, distraction-free viewing area, the mobile interface layout was ideated around an overlay system:

Local Visual Analysis

The application's interface must not feel like a sterile corporate database. CazéTV’s greatest assets are its informal language, humor, and casual tone. The UI elements utilize bold components, vibrant interactive indicators, and witty text placeholders that reflect the network’s fun visual identity while keeping navigation intuitive.

Concept Validation

The concept was validated through explicit user intent metrics:

• High Demand for Choice: Users gave maximum scores (4 and 5 out of 5) when asked if having the freedom to switch cameras (tactical, reaction cams, backstage) or selecting alternative narrations would drive them to download the app over watching traditional TV.

  
  

• This validated the inclusion of a prominent, easily accessible Multicam & Audio Menu right below the video player.

Usability Test and Preferences

While a fully functional interactive prototype was not deployed due to the constraints of this academic phase, initial user preferences directed the structural hierarchy:

• The Stream Layout: Mobile design prioritizes a responsive environment where the top half hosts the video stream, and the bottom half functions as a dynamic "second-screen" widget center.

  
  

• Content Formats: Users split between wanting short-form content (30-second clips for quick social sharing) and deeper context (10-minute highlights). The layout was structured to support both content modules seamlessly.

Final UI and Prototype

Below is the structural architecture proposed for the final smartphone interface, demonstrating how the secondary screen features adapt neatly under the stream:

Main Results and Insights

• The "Delay" Friction: The biggest user pain point discovered was stream lag ("The Delay Villain"). Users hate feeling excluded from their physical community when neighbors cheer for a goal seconds before it appears on the digital stream.

  
  

• The All-in-One Mandate: To keep users from closing the app, the UI must act as an aggregation hub, displaying live tactical positioning, referee notes, and concurrent match scores, blended perfectly with internet memes.

  
  

• Engagement vs. Cleanliness: Customization is mandatory. The app succeeds not by saturating the user with features, but by giving them the precise tools to dismiss them and focus entirely on the game.

Next Steps / If I had more time...

If granted more time and resources, I would scale this project through the following roadmap:

• Quantitative Scaling & Usability Testing: Launch a quantitative study with a larger sample size (50–100 participants) to validate if the "clean screen" preference holds true on a macro-level.

  Build a high-fidelity Figma prototype to measure task-completion time for locating specific team lineups mid-game.

  
  

• Technical UX Features (Delay Sync): Prototype an innovative "Delay Adjustment" audio-sinc feature, allowing users to manually advance or delay stream audio in milliseconds to match local surroundings or traditional TV broadcasts.

  
  

• Advanced Gamification & Accessibility: Implement a continuous interactive tournament prediction game ("Bolão") directly in the app with reward badges and partner coupons. Introduce high-accessibility audio options, such as detailed audio-descriptions for visually impaired fans and specialized tactical narrations.

  
  

• Post-Tournament Retention Strategy: Build a personalized notification engine allowing users to track their local clubs post-World Cup, transforming a seasonal tournament app into a permanent daily sports companion.