Cricket Australia

South-Asian Australian Cricket Fan UX Research

Aug 2024 - Sept 2024

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

Project Summary

In preparation for the upcoming test match series between Australia and India in late 2024, Cricket Australia (CA) identified the need to understand whether its digital products were delivering to the needs of all Australian cricket fans. This includes the rapidly growing South-Asian Australian diaspora, one of the fastest growing groups of cricket fans and grassroot players in the country.

I was tasked to complete a user research piece of eight customer interviews to understand behaviours, thoughts and pain points of users with CA’s digital products of cricket.com.au, CA Live App & Big Bash App. The findings would be critical to helping future designs to improve the user experience of these products before the Australia vs India test matches.

Attracted to platforms with a prominent focus on content from their country of origin, affecting engagement with CA products.
Higher than average usage of websites for news and video on mobile.
Different user behaviours for people over 30 vs under 30.

Prior to the research and based off existing data, I had several hypothesises about some of the current feelings of South-Asian Australian cricket fans including:

Part 1 - DISCOVER 
Activities: Interviews, Competitor Analysis, Desktop Research & Surveys.  Six males and two females agreed to participate in customer interviews, with the ages of the group being four over 30 and four under 30. Based off existing research, five key research objectives of relationship with cricket, user experience & engagement, content relevance & perception, cultural connection and personalisation. Interview insights were collated based off these objectives to identify themes and recommendations.
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Figure 1. Example Customer Interviews (blurred out for privacy).

Figure 2. Summary of Insights from Customer Interviews

Part 2 - DEFINE 
Activities: Affinity Mapping

Using Affinity Mapping, several specific themes out of several were identified as recommendations for future design iteration, as seen in Figure 3. The narrowed down key themes were:

Increased need for personalised and targeted user experiences
Strong emotional family & cultural engagement
Unique approach to match-day experience
Specific content preferences

Figure 3. Summary of Synthesis of Customer Interviews

These recommendations enabled extra resources for activities to improve several areas within CA’s digital products for the Australia-India test series. Activities include:

CA Live

Launch of new personalisation feature, For You tab (underline). Feature allows users to save favourite teams and players from the home screen. Key benefits include easier to follow matches, content and manage notifications relevant to a user.
Increased digital advertising and targeted SEO on the App/Play stores to encourage people to download the app.
Improved search and explore capabilities for content discoverability.
Increased of video and streaming content, including the launch of vertical video in late 2024.

Cricket.com.au

Improved SEO and connection with Google/Apple news.
Increased placement of ticketing initiatives in lead up to Australia-India matches.
Increased promotional activities of programs encouraging kids to play cricket.

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