BT Sport
Simplified how millions of fans discover, compare, and watch live sports — transforming engagement into measurable growth for BT Sport. Results: +5% views, +1% sales, –5% churn.
As part of BT Sport’s migration to Adobe AEM, I took the opportunity to rethink how fans discover and engage with video content. The goal: make live and on-demand viewing effortless, boost engagement, and drive product sales.
I led the redesign of the Watch Page — one of the platform’s highest-traffic areas — simplifying navigation, improving content clarity, and surfacing live events upfront where fans wanted them most. Through user testing and rapid prototyping, I was able to reduced cognitive load, clarified free vs paid content, and increased recirculation across sports categories.
The results spoke clearly: +5% average video views per session, -5% churn from BT Sport packages, and a +1% lift in sales within nine months — proving that smarter design can turn engagement into retention.
To bring the redesign to life, I combined quant insights with user testing to shape decisions. Working with product and engineering teams, I explored multiple navigation patterns, refined live-content placement, and iterated through rapid prototyping. This collaborative approach helped me validate key hypotheses quickly and align the final experience with both business goals and editorial needs.
