Everysport Group is a Stockholm based company deeply rooted in sports with activities in sports media, sports data, and gaming information. The group has a portfolio of digital products focused on a wide range of sports such as football, hockey, padel, golf and horse racing.
Everysport Group is a Stockholm based company deeply rooted in sports with activities in sports media, sports data, and gaming information. The group has a portfolio of digital products focused on a wide range of sports such as football, hockey, padel, golf and horse racing.
I was hired to be Everysport's one man design team
My work has been exclusively focused on Eliteprospects.com, the most important product in the company's portfolio. I led everything UX/UI design wise as well as facilitated the implementation an extensive Product Discovery process. I have grown a great deal as a Product Designer at Everysport, and here are the key achievements from my time in the company:
At the start of my time at the company I was surprised to find out that the product development process is almost entirely dictated by the vision of the Lead Data Engineer, Eliteprospects.com's founder, as well as partially based on the feedback received from the site's power users. In collaboration with the Product Manager we aimed to introduce a fitting process that would facilitate a smooth and successful product development system. We decided to embrace the Teresa Torres' methodology of 'Continuous Product Discovery', which has transformed how Product Development is now done at the company.
We led by abandoning outputs driven product development to focus on identifying business and product outcomes that create the value for both the product's user as well as the business. It means that rather than setting out to develop a specific feature - an output - we would plan to achieve a greater business or product goal, that can be addressed in multiple ways. Through the discovery process we then identified the right outputs for selected outcomes.
Opportunity Space Mapping begun with establishing what the product team already knows about the product and its users. I facilitated a workshop to achieve a common understanding of the Elite Prospects’ users most common user journey. Below you can see the analog process and its combined structured end result.
I then implemented a continuous discovery system by setting a user touchpoints routine. I conducted a minimum of 3 user interviews a week to identify the user needs, pain points and desires. These finding were then organized and structured into user snapshots. Once w gathered a sufficient amount of feedback and knowledge we begun building Opportunity Solution Trees, a tool that allowed the Product Team to structure and prioritize the appropriate course of action. The tree base is defined by a Product Outcome to which we attached the relevant opportunities discovered during user research.
The trees allowed me to navigate the user and business needs and make educated decisions on which opportunities have the highest potential impact. The next step revolved around ideating appropriate solutions. First I tasked each product team member to generate ideas on their own, which we then evaluated and built upon as a team. We used a Dotmocracy system to pick the best ones and from there we created a list of assumptions for the chosen solutions to uncover potential gaps in our reasoning. We then tested the assumptions, that scored the highest for impact and lowest for evidence, by showing our users low fidelity prototypes and asking them about their impressions.
Below you can find a variety of concepts and designs. Some of them were designed as a result of the discovery process, others were part of the backlog when I joined the company and I worked on them alongside kick starting the discovery. Besides delivering designs for a variety of QoL features and UI tweaks I also built a comprehensive component library in an effort to overhaul the design system for EliteProspects.
