ESPN - PLAYBOOK
Native Business to Business Application for Sports TV Production
The Challenge
ESPN faced significant hurdles in modernizing their native business application, Playbook. With an outdated interface and cumbersome workflows, the tool hindered rather than facilitated the productivity of production crew planners. Moreover, navigating the transition to Agile methodologies proved challenging for the team, exacerbating the need for a comprehensive UX overhaul.
The Solution
As an experienced UX designer adept at navigating complex challenges, ESPN entrusted me with the task of reimagining Playbook. My approach was rooted in a rigorous UX design process, encompassing requirements gathering, in-depth research, iterative prototyping, and extensive testing. The goal was clear: to elevate Playbook into an intuitive, efficient, and user-friendly online platform tailored specifically for ESPN's production staff.
My Role
Collaborating closely with stakeholders and the Product Owner, I spearheaded the project from inception to implementation. My contributions went beyond design; I also brought invaluable experience in Agile methodologies, facilitating seamless integration within the development teams. This multidimensional approach ensured that not only the interface but also the development process itself was optimized for success.
Key Contributions
Requirements Gathering: Partnering with stakeholders to define project scope and objectives.
User Research: Conducting in-depth user research to understand the needs, pain points, and workflows of ESPN's production staff.
Design Workshops: Facilitating collaborative design workshops to foster alignment and consensus among team members on the intuitive architecture of Playbook.
Prototyping and Testing: Developing a comprehensive high-fidelity prototype and subjecting it to rigorous testing and iteration cycles, ensuring that the final product met the highest standards of usability and functionality.
Agile Integration: Coordinating between two Agile development teams to ensure seamless parallel progress towards the final product.
Outcome: Through meticulous planning, creative problem-solving, and relentless iteration, Playbook underwent a remarkable transformation. The result was not just a software upgrade but a paradigm shift in how ESPN's production staff interacted with their tools. Playbook emerged as a modern, efficient, and indispensable asset, empowering users to navigate their workflows seamlessly and drive productivity to new heights.
Conclusion
The successful redesign of Playbook stands as a testament to my ability to tackle complex UX challenges head-on and deliver impactful solutions that exceed expectations. As I continue my journey in UX design, I remain committed to leveraging my skills and experience to drive meaningful change and innovation in every project I undertake.
Project Duration
18 Months
Role
User Experience Designer III (Senior)
Tools
Sketch, Axure, Invision