In my role as product lead, I defined the product strategy and played a critical role in bringing TUDN to market.
TUDN currently boasts 10.8 million Monthly Active Users (MAUs) and ranks as the 7th most popular sports website in Mexico (#211 overall).
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Our team conducted a total of 38 user interviews across both Televisa and Univision, engaging with stakeholders from various sectors of their businesses.
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From these stakeholder interviews, we successfully formulated clear and actionable business goals and objectives. These objectives encompassed enhancing video consumption, increasing mobile app downloads, improving engagement among younger audiences, and more. Each stakeholder interview was customized to the individual and their specific business area of focus.
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Given that one of our primary goals was to increase video consumption, we focused on understanding the factors influencing current consumption patterns and video completion rates. In particular we focused on the distinction between the American and Mexican user cohorts. Our research aimed to determine the ideal video length, video orientation, and the demographics of users who engaged with the videos.
A significant finding emerged during our analysis: when users were presented with two consecutive ads, they were more inclined to complete both ads compared to when they encountered just a single ad. This insight provided valuable information for our video consumption strategy.
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Slideshows played a significant role in Televisa's and Univision's revenue streams as they integrated advertisements within these slideshow elements. It was therefore crucial to gain insights into user behaviors and identify strategies to maximize slideshow completion rates.
Our research yielded valuable findings. We discovered that the optimal number of slides to maximize completion was 10 slides. We observed that vertical video format, which was ahead of the popularity of TikTok as it is today, had the highest completion rates. This format also attracted a younger audience, making it a highly effective approach that met two of the business goals.
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Understanding the type of content that resonated with our audience played a pivotal role in shaping our content strategy. Armed with behavior data, we prioritized the content formats that were gaining traction, allocating resources to strengthen them and introducing features and functions that facilitated the consumption of this successful media.
An intriguing discovery emerged from our analysis: a younger audience displayed more interest in the match pages than in any of the media content produced by both companies.
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Through data synthesis, we identified five critical areas of focus that we believed would drive us closer to achieving our business goals. These key areas were:
These areas of focus were aligned with our overarching business goals, ensuring a holistic approach to achieving success in the digital media landscape.
We took a comprehensive approach by combining user flows and user journeys, with a clear focus on the user's goal at each step of the process. This holistic view aimed to address the "job-to-be-done" by mapping out the flow required to achieve it, all while considering the user's motivation to complete each step along the way. This approach provided a more comprehensive and insightful perspective on the user's journey, enabling us to better cater to their needs and preferences throughout their interaction with the platform.
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The design of the mobile homepage was strategically crafted to showcase the most consumable content right at the beginning of the user's experience. Alongside vertical stories and slideshows, our hero image took the form of a full-height vertical card. This design choice resonated particularly well with younger audiences during testing, enhancing their engagement with the platform from the moment they landed on the homepage.
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A significant innovation we introduced was the integration of key match events directly onto the video scrub bar. This feature empowered users to jump to specific parts of the match they may have missed, enabling them to witness the development of critical game moments. In addition to the timeline representation, we also incorporated these key events in card form on the matchup homepage, offering users an alternative way to engage with and explore these pivotal match moments. This enhancement enriched the overall match-watching experience for our users.
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Micro Predictions were strategically designed to actively engage users in real time during matches. The TUDN team would pose questions, and users could participate by providing their answers. Users were then scored and ranked based on their responses. This feature served as an effective means to boost user engagement and cultivate positive user sentiment during match events. It not only enhanced the interactive aspect of the platform but also contributed to a more immersive and enjoyable user experience.
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The initial iteration of the field view was a beautifully designed feature that displayed the positions of players on the pitch. We had planned additional iterations that would map out the user's location on the pitch in real-time, providing an even more immersive and interactive experience during match events. This feature aimed to offer users a unique perspective and deeper engagement with the match, enhancing their overall viewing experience.
If you like what you see and want to work together, get in touch!
jbcettina@gmail.com