Cricket Australia

Products

Cricket Australia Live App (iOS & Android)
The official fans app for the organisation representing the most popular summer sport in Australia.
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iOS App Store Listing
Google Play Store Listing
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Project Type

UX Design & UI Design

Results

From Nov 2024-Jan 2025, the authenticated database grew up 8% and 70% of signed up users had used the new feature to save teams and players.

Project Summary

After identifying a need to boost the number of users who are authenticated (signed-up users who have given email and other personal data), Cricket Australia’s digital products went through a review to scope opportunities where authentication could be increased.

For its main app for fans, CA Live, prior research showed that authenticated app users were more likely to purchase cricket tickets and stay engaged year-round. Users from the South-Asian Cricket fan research piece also indicated that after authenticating, personalising their digital experience is highly important, due to often following two or more teams.

With this in mind, I was tasked to design a more holistic authenticated experience for CA Live users, while still respecting users who did not want to authenticate.
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Part 1 – DISCOVER & DEFINE

Activities: Interviews, Competitor Analysis, Desktop Research & Affinity Mapping

The first challenge of the project was to review previous CA Live research I had been involved in (link here) and identify any key themes relating to personalisation & authenticating to the app. Prior research from customer interviews indicated the following insights:

• Cricket fans are following more teams and players than ever before, including national, state and teams of both genders. This has increased rapidly since 2015.
• South-Asian Australian cricket fans often follow two or more national teams. Fans often use competitor apps who have a more prominent appearance of coverage of teams beyond the Australian cricket team.
• Fans have stronger affinity for certain major players, often supporting a player over the actual team they are playing for.
• Current users have complained previously with the flow trying to find content (news & video) for specific teams & players.
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Based off these insights and reviewing strategic business objectives, for ideation the following How Might We questions were created:

• How might we allow users to follow teams and players with equal affinity across the app?
• How might we allow have deeper connection to several teams and stay up to date on content year-round?
• How might we communicate the value of authenticating/signing up to the app and providing a high value experience for these users?
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Part 2 – DEVELOP & DELIVER
Activities: Feature Canvas, Affinity Mapping, User Flows, Wireframes & Prototyping

With the focus areas set from the how might we questions and having ideas on what we could deliver after communicating with the developers, I begun rough wireframing potential designs.

At this stage I drew upon previous research (see Figure 1) I completed into authenticated users, where I understood the importance of easy to find and understand value propositions to users with a seamless onboarding for new users.

After initial wireframing collating all possible feature ideas, I met with business stakeholders creating a feature canvas to prioritise features for delivery in the short-term (see Figure XX). This is where the feature of a homepage separate tab exclusive to authenticated users was decided, allowing users to follow favourite teams and for the first time, players.

Figure 1. Customer Interviews Affinity Mapping

Figure 2. Feature canvas on the new homescreen feature

The next stage required designing and further collaboration with product managers and developers to deliver a MVP of the feature decided. After several rounds of ideation and user testing (internal & external), the final prototype was delivered to developers. A summary of one of the rounds of testing is in Figure 3. Learnings from user testing that shaped the feature delivery included:

• More prominence to visibility of notifications
• Hierarchy of content always focusing on matches first and content second
• Utilising overlays to allow for ease of discoverability and exiting out for users, especially for adding and removing favourites.

The full prototype was delivered in September 2024 to allow the developers to build in time before the upcoming peak cricket period (see mock ups in Figure 3 and video in Figure 4). The feature was released in November 2024. Within the first two months of release, the authenticated database grew up 8% and 70% of signed up users had used the new feature to save teams and players.

Figure 3. Summary of synthesis of customer interviews
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