Generic live highlight
Visible, but not personal
HomeMenu
Personalizing the Live Sports Experience
Surfacing live sports on the TV home screen around what viewers actually want to watch.
The search was happening before the TV.
~30%Sports-related searches, 6–10 PM
<15%Search click-through rate
~31%Immediate sports-app exits
01Check phone for broadcaster
02Search across TV apps
03Find the live match
Observed baseline: about five minutes to content. The goal was under two minutes. Team tracking on the home screen won the concept validation over a generic live highlight and a separate sports hub.
CONCEPT DECISION
Bring the match to the viewer.
Three concepts were compared. Personalized team tracking created the shortest path and the clearest repeat value.
Dedicated sports hub
Organized, but still a detour
Personalized home integration
Shortest path · selected
PERSONALIZED FLOW
01Follow favorite teams
02See them in Sports
03Surface live card on Home
04Open the match
SUCCESS FRAME
20%+Search CTR goal
<20%Launcher exit goal
30%+Engagement goal
≥35%Feature adoption goal
The product
NetBox is an Android TV box on its own operating system, aggregating content from multiple VOD platforms.
The challenge
Live sports fans had to move between apps to find a specific match. The goal was to reduce time to content by showing relevant live sports directly on the home screen.
The design direction
Research found that around 30% of evening searches were sports-related, with less than 15% click-through. Session data showed roughly 31% of users left a sports app immediately when the match was not visible. The team compared a generic live highlight, a separate sports hub and personalized team tracking; the last offered the shortest path and strongest engagement in testing.
Impact
The portfolio reports approximately 18% more next-match interactions and 14% more subscription purchases. The case study documents a roughly five-minute baseline to find content, with a target of under two minutes; the target is not presented as a measured final result.
+18%Next-match interactions
+14%Subscription purchases
REAL PROJECT SCREENS
From the original project.
INTERACTIVE PROTOTYPEOpen prototype in Figma ↗Opens in a new tab