Yahoo!

Fantasy Premier League. It’s a Yahoo! online soccer game.

Role

I worked with Yahoo! Sports Team in different projects, and one of them was the Fantasy Premier League. The primary task was to redesign a web-responsive Fantasy Premier League app. I was responsible for Ideation, wireframes, flows, site architecture, and interactions.

Problem

Internationally soccer is one of the most-watched sports, gaining popularity in more countries than ever. At that time, international soccer games started captured the attention of young audiences in the United States. Yahoo! decides to launch the first version of the Fantasy-soccer app with a low conversion rate.

Approach

I worked with the research team, development team, and product manager to redesign the responsive web app. We worked closely to gather project requirements, garner feedback, and conduct user testing on wireframes, functional prototypes, and visual designs for web and mobile. I worked with developers to ensure the delivery of the final product.

Discovery

We conducted in-person interviews with our existing customers. We identified that most of our audience was males between 18 to 40 yrs of age. We conducted usability testing on the current app, and every three weeks with new findings and suggestions. 

Findings

After performing a user-testing with the current experience, we rectify our assumptions that one of the most significant pain points was the onboarding process. It was complicated and lengthy, and people drop off from experience very quickly. And the few users that passed the first part onboarding process were discouraged from engaging with the game for the complexity of the procedure.

Solutions

We started simplifying the onboarding flow. In the past, only users with Yahoo! email accounts could join the Fantasy premier league. As a solution, we gave the user the option to sign-up with any of the Google or Facebook sign-in credentials. 

Above image shows the full flow of the redesign experience.

Onboarding Flow

We were providing an easy solution to one of the most significant pain points of our users and the reason for the drop off the experience. 

Above image shows the "Sign-in" flow.

Create a team

Another pain point for the users was creating a team in the Fantasy League app. In the previous version of the app, the app was only for experts. The flow was complicated, with zero guidance on how to start. We decided to add an onboarding tutorial. We eliminated the amount of information that could confuse the user, or it was irrelevant to show it to the user at that stage—guiding the user from the beginning to the end.

Conclusion

One of the biggest challenges of working on this project was to compress massive information and help users to make considered decisions. The most important achievements are the following.

• Make the onboarding easy to engage new users.
• Clear and readable data.
• Make a full easy flow to the beginning to the end.