Considerations
The application will be embedded in a Yle article, and considering that almost 80% of the users read Yle articles on mobile devices, the layout is designed to be mobile-first, yet responsive to larger viewports as well.
Challenges or considerations we identified at the very beginning:
Identifying core feature set
Together with the client, we created a user journey 'happy path' and split the prioritized features into two categories: core and side competition.
Features for the side competition were considered add-ons to be implemented after the core game's internal alpha release. This approach allowed us to gather feedback and hunt for bugs while focusing on developing the features for the side competition.
Submitting results
One of our key considerations was how to make the user experience as smooth as possible when entering results for 8 groups, each containing 6 matches, followed by playoffs.
We focused heavily on ensuring smooth transitions to enhance the overall process. Automatically focusing on the next available input and moving the viewport to the next desired action streamlined the whole process and received great feedback from the test users.
Solving challenge:
Entering results for 48 group stage matches and brackets might feel burdensome
Engagement through leagues and live results
Users I interviewed felt that the primary purpose of submitting results was to compete against colleagues or friends in some sort of bet. They were particularly interested in how the leaderboard would change if the current situation in the ongoing match stayed unchanged. They noted that the usual alternative, an Excel sheet, isn't dynamic and makes real-time tracking nearly impossible.
Common topics of users' needs:
See what other players have predicted
How the leaderboard would change if the current situation in the ongoing match stays unchanged
Compete daily in side competition
During each match day, an optional side competition allowed participants to predict the first scorer and the exact scoring minute of each match. In the live TV studio, well-known guests or former professional footballers submitted their predictions, consistently boosting visitor traffic to the platform.
Solving challenge:
Explore how the significant reach of live television studios could be used
Creating the visual assets
Logo brief: Create a distinctive logo that will be featured in live studios and printed on merchandise such as mugs and shirts. The design should include appealing visual elements and incorporate the Yle logo.
I also designed marketing materials for Yle's homepage and social media channels.
Outcome
Page visits
Sign ups with Yle Tunnus
Retention rate
The window for sign-ups and submitting results was open for two weeks before the first match and the page visits were tracked from Nov 20, 2022 – Dec 18, 2022, during the Fifa 2022 World Cup in Qatar.
