Live stream played a pivotal role in establishing the foundation for MOJO premium user experience features by increasing engagement and value.
Users showed interest in paying for a feature that allowed them to capture live game footage, and be able to watch it anywhere. With a super tight deadline to design, develop, and launch this feature to hit peak seasonality, we needed to find a way to build something that created value for users without costing us too much in terms of time and eng cost.
Adding live streaming to the MOJO platform was an opportunity to differentiate ourselves from other competitors in the sport management space — few others were doing it. By creating a more well-rounded premium offering, we could also drive subscription conversions.
Primary metric: number of streams started per week
Secondary metrics: 1) unique number of streamers per week, and 2) the average number of streams they each start
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We ran a competitive analysis across sports and adjacent platforms to identify live streaming best practices and guide a user-centric experience.
Prior user survey data confirmed live streaming as a top feature users felt would add value to a subscription.
Due to significant tech constraints, this phase involved extensive brainstorming, cross-functional syncing, and early knowledge hand-offs during this phase.
To increase engagement with the live stream feature, our strategy focused on two key objectives: 1) designing contextual entry points around high-impact moments, and 2) crafting an engaging, repeatable streaming experience. A core part of this initiative was developing a dynamic, high-visibility entry point on the home tab to drive discovery and usage.
My design approach begins with a broad systems-level view — mapping the full user journey — then zooming into key touch points. I identified high-traffic, intuitive surfaces where live streaming would feel seamlessly integrated and contextually relevant, ensuring the feature felt like a natural part of the user flow rather than an add-on.
Wireframing revealed that, while there were only a few entry points to watch or stream a game, delivering a great user experience required meeting user needs at every step.
If I’m a parent and can’t watch my child's game live, where can I find the stream during and after the event?
If I’m a team manager streaming the game, how can I update the score while I stream to keep the team updated?
If I’m a viewer or streamer, how can I easily create a short highlight clip — so I don’t have to send a full 60-minute video to friends and family?
These questions guided key design decisions to ensure the experience was seamless, flexible, and user-centered.
After wireframing out the UX of the feature, we worked closely with engineering to ensure alignment with their streaming SDK and system constraints — like load time, connection, and stream storage. With those inputs, design moved from mid-fi to high-fi (shown below), creating detailed states and specs. Since this feature spanned multiple surfaces, nailing the experience was critical.
After multiple iterative cycles, we successfully launched our MVP live streaming feature, generating strong user adoption and overwhelmingly positive feedback. Post-launch, we leveraged data-driven insights and A/B testing to optimize feature engagement and continuously enhance the user experience.
While users loved the feature, there were definitely improvements to be made in terms of ease of use, gaps in coverage, and device notifications interupting the stream.
Ease of use was critical: recognizing that different sports have unique pacing, streaming behaviors varied. For example, flag football’s frequent stops contrast with soccer’s continuous play. Users expressed the need for a pause function during live streams that wouldn’t interrupt the viewer experience.
Coverage gap: there’s a noticeable delay between tapping ‘Go Live’ and when streaming actually begins. Due to tight deadlines, we couldn’t fully educate users about this latency, highlighting an opportunity for clearer communication and smoother onboarding in future iterations.
Device interruptions: Incoming calls or app backgrounding during live streaming would cause the stream to end unexpectedly. While we didn’t have time to implement picture-in-picture functionality for seamless multitasking, this remains a key opportunity to enhance user experience in future iterations.
Due to an NDA, I cannot disclose the full spread of post-launch data. Contact me for more information!
