Creating a scalable cohesion between brand and product in the growth department.
Product designer
Product design
Project management
Visual Design
Platforms
Web
Overview
When I joined the DAZN growth team, I was in a unique position on product, focusing on our first point on contact when search for DAZN, landing pages. While liaising with the brand team on campaigns and being introduced in back end operations of this, it exposed the fractures in our brand and how that was being applied across our landing page experiences.
I set out to create alignment that would establish a point of view around how to give the DAZN brand a proper home, for our first impressions. The result became a narrative tool to overhaul our landing pages, for users being able to engage with our product before even signing up.
Product owners, Content, Engineers, Global marketing teams
As various revenue product teams worked toward their individual goals, we ended up with fragmented implementations of our web experiences.
Problem
Our first point of contact when users search up DAZN, is rather disconnected from what the reality of the brand and marketing department present in the offline world. Global teams all have their own agenda and teams working to sign new users up. However, there is no consistency with how this is presented in a online world.
This created fractures in how the brand was perceived by a customer, and even how internal teams reused common elements. At an organizational level, each design was built by different teams, which created discrepancies in the execution.
Workshop
I facilitated a global workshop with cross-functional partners to identify inconsistencies in our brand and componentry, prioritize focus for an MVP, and create a shared perspective around brand elements in product.
Key takeaways
There were language inconsistencies in how we presented DAZN from a design perspective.
There were tone of voice inconsistencies.
No interactive or product examples to see what's behind the hud.
Misinterpretations or old assets from the DAZN brand.
Several different versions of components and styles leading to brand fractures.
Worked along with brand & creative team to provide context to the current state of our presentation.
This helped set the tone for how to design with new brand elements: leveraging creative photography, color, and language.
The creative team, gave an overview of the current state of the brand work. We all partnered up to explore how we can create an inspirational base to guide teams around the globe to represent their vision and keep a global consistency.
Key themes to focus on
Simple
Ideation
I focused on how we can champion our key features that DAZN provides, taking inspiration from comparators in the streaming industry.
Opportunity areas
to explore
Call out features with clarity
Users find it easier to make see what makes DAZN a great product to use and understand.
What to expect
Users find insight into the type of content available without having to dig around multiple touchpoints.
Closer to the product
How can we bring users closer to the actual product with interactive elements and get a feel of what DAZN provides.
Bringing new users
closer to the product.
To explore further, I created, what a 'least friction' experience could look like for a potential new user. Bringing the user closer to the product, letting the user see all content, interact with what a signed up user would see when logged in. Essentially letting the product and its amazing sports content sell itself.
I was curious how to bring fans closer to DAZN. This could help build consistent expectations and streamline how teams work together by leveraging shared elements.
While working on this I was liaising with multiple teams to foster alignment on this vision of bringing the user closer to the product.
I engaged with engineers and delivery teams to understand viability of having a signout version of the DAZN product which offers all the content without being able to view. We found this to be a better option as it required no new design components and creates alignment across the board.
Outcome
By creating a shared perspective in across multiple teams around the globe, we were able to create a tighter relationship between the brand vision and users connection to the product.
To reinforce how this design can live in a responsive world, I also designed a mobile web variant. Using adaptive design techniques, the end result was more aligned patterns across mobile experiences to lower cognitive load on users.
Impact
Since cross-functional teams were involved from the beginning, they were invested in the shared outcome from this vision.
The Growth team leveraged the consolidated visual foundation to run a baseline test. There was an increase in sessions time, more people scrolled and interacted with content, and there was a significant increase click through to sign up, from interacting with the content that previously wasn't available to view for users.
Additionally, the team also constructed reusable elements in from the core product, to help create a tighter relationship between our signed up user and the landing pages. This reduced the product cost to created new elements.
