Hi there, I’m Cassie Matias.

I shape, lead and design complex digital products from definition to launch. Traveling is also my jam.

Select projects: Bally Sports / NBA Apps / NBA.com / NFL / AMC+ / IFC Films Unlimited / CNN / American Express OPEN / PayPal / Capital One

BRAND DEVELOPMENT | PRODUCT & CONTENT DESIGN | RESEARCH

Bally Sports

Taking the creative reins on a sports brand and transforming it from a baseline TVE product into a best-in-class DTC experience for fans across the country.

PROJECT DETAILS
Timeline: August 2021 - current
Team size: 13+ designers, researchers, copywriters, 4 agencies
Role: Head of Design

Bally Sports is a regional sports network that focuses on local NBA, NHL and MLB teams for fans around the United States. We have rights to about half of all major leagues, and cover over 60% of the US. Bally Sports is considered the companion to ESPN, Bleacher Report, league offerings and others in the sports space, not a direct competitor.

While at the company I've lead a growing team of designers, researchers, copywriters and agencies through not only the product development process but also content design and brand development. We've worked collaboratively with product, analytics, engineering, editorial, marketing, ad and customer support teams to refine and define the future of the company to fit the direction of our new direct-to-consumer offering, Bally Sports+. Throughout this process, we've incorporated members of the C-suite and our boards for direction setting and top-down buy in.

New products arriving in 2023.

Bally Sports is a regional sports network that focuses on local NBA, NHL and MLB teams for fans around the United States. We have rights to about half of all major leagues, and cover over 60% of the US. Bally Sports is considered the companion to ESPN, Bleacher Report, league offerings and others in the sports space, not a direct competitor.

While at the company I've lead a growing team of designers, researchers, copywriters and agencies through not only the product development process but also content design and brand development. We've worked collaboratively with product, analytics, engineering, editorial, marketing, ad and customer support teams to refine and define the future of the company to fit the direction of our new direct-to-consumer offering, Bally Sports+. Throughout this process, we've incorporated members of the C-suite and our boards for direction setting and top-down buy in.

New products arriving in 2023.

MOBILE & TABLET APPS | TV | RESEARCH

NBA Apps

Reimagining the basketball fan experience through new content, features and products. Across 215 countries and 15 languages.

PROJECT DETAILS
Timeline: 2 years
Team size: 3-8 designers
Role: Design director
Consultancy: Grand Studio

The NBA international product group focused on all fans outside the United States, 215 countries to be exact. Starting in 2018, new business objectives focusing on user engagement, conversion and retention meant it was time for a product overhaul.

By the start of the 19-20 season, international fans had a completely new Home experience. Leveraging automated development efforts and a recommendation engine, personalization saw a boost and the Editorial team avoided extra work. But we still allowed the NBA to control their own voice in specific parts of the product. Collaboration with the data and analytics teams improved tracking needs for metrics to understand design's impact on users.

Over the next 2 years we redesigned all other sections of the mobile app, and completely overhauled every aspect of the product. We then scaled our new design system to the tablet app, the major OTT devices and in 2020 turned our attention to the US audience.

The NBA international product group focused on all fans outside the United States, 215 countries to be exact. Starting in 2018, new business objectives focusing on user engagement, conversion and retention meant it was time for a product overhaul.

By the start of the 19-20 season, international fans had a completely new Home experience. Leveraging automated development efforts and a recommendation engine, personalization saw a boost and the Editorial team avoided extra work. But we still allowed the NBA to control their own voice in specific parts of the product. Collaboration with the data and analytics teams improved tracking needs for metrics to understand design's impact on users.

Over the next 2 years we redesigned all other sections of the mobile app, and completely overhauled every aspect of the product. We then scaled our new design system to the tablet app, the major OTT devices and in 2020 turned our attention to the US audience.

WEB

NBA.com

Unifying the league, globally, for the first time in over a decade. All while introducing brand new NBA digital products to US fans for the 20-21 season.

PROJECT DETAILS
Timeline: 6 months
Team size: 8 designers
Role: Design director
Consultancy: Grand Studio

A series of major internal business changes in 2019 prompted an overhaul of the league’s core domestic products in 2020. However, there was a significant disconnect across all US and international digital products—including design, features, content and technology infrastructure.

At the end of May 2020, our team completed work across the web experience for an anticipated global launch in July. But due to COVID and its impact on the NBA, the launch of the revamped products was pushed back to late October.

Once released, the global unification of content, brand and messaging across all platforms streamlined the process for several internal groups. Deep tracking and analytics provided new insight into how users engaged with various parts of the products, informing future design and business decisions. Additional designs handed off throughout our sprints provided alternatives for A/B testing that the product team could leverage for further improvements. And for the first time in more than a decade, the NBA had full control over all of their content on all their products.

A series of major internal business changes in 2019 prompted an overhaul of the league’s core domestic products in 2020. However, there was a significant disconnect across all US and international digital products—including design, features, content and technology infrastructure.

At the end of May 2020, our team completed work across the web experience for an anticipated global launch in July. But due to COVID and its impact on the NBA, the launch of the revamped products was pushed back to late October.

Once released, the global unification of content, brand and messaging across all platforms streamlined the process for several internal groups. Deep tracking and analytics provided new insight into how users engaged with various parts of the products, informing future design and business decisions. Additional designs handed off throughout our sprints provided alternatives for A/B testing that the product team could leverage for further improvements. And for the first time in more than a decade, the NBA had full control over all of their content on all their products.

WEB | MOBILE & TABLET APPS | TV

AMC+

Launching a brand new way to get access to the legendary networks and titles under the AMC umbrella.

PROJECT DETAILS
Timeline: 10 months
Team size: 2 designers
Role: Lead designer
Consultancy: Minor Vices

AMC Networks wanted to explore a new offering that combined select premium titles from their family of brands, and target new audiences with a direct-to-consumer offering. Through brand research and a proof-of-concept partnership with Huge, AMC+ was born.

Once the POC was established and internal stakeholders were bought in, product requirements were written, UX flows aligned on, and UI was defined for all 3 platforms. A robust series of Figma component libraries were created for each design system to lean on brand libraries that cemented colors, typography and iconography. Focused areas of motion were shared thorough prototypes in collaboration with engineering.

AMC+ launched in August 2021 across web, app and TV platforms to users across the United States, in partnership with Verizon. Over the next few months, plans to roll out the new product to Canada, European and AMEA regions was developed.

The service is currently available on all major platforms and devices, with digital products coming Summer 2021.

AMC Networks wanted to explore a new offering that combined select premium titles from their family of brands, and target new audiences with a direct-to-consumer offering. Through brand research and a proof-of-concept partnership with Huge, AMC+ was born.

Once the POC was established and internal stakeholders were bought in, product requirements were written, UX flows aligned on, and UI was defined for all 3 platforms. A robust series of Figma component libraries were created for each design system to lean on brand libraries that cemented colors, typography and iconography. Focused areas of motion were shared thorough prototypes in collaboration with engineering.

AMC+ launched in August 2021 across web, app and TV platforms to users across the United States, in partnership with Verizon. Over the next few months, plans to roll out the new product to Canada, European and AMEA regions was developed.

WEB | MOBILE & TABLET APPS

CNN

Building a new global video company from the ground up devoted to cinematic storytelling. Great Big Story connected young people around the world through delightful, surprising, and untold true stories.

PROJECT DETAILS
Timeline: 5 months
Team size: 3 designers
Role: Lead designer
Consultancy: Moment

CNN wanted to expand into new audience segments—millennials and Gen Z—that their current content offerings couldn’t reach. In an effort to engage this younger audience and attract new sponsorships, a video network known as Great Big Story was conceived.

Great Big Story launched in October 2015 to users across the world. It was met with resounding praise, press and backing by the media and its parent company. Within 6 months after launch CNN reported GBS had 40 million views a month, 6 million fans across social platforms, and a valuation of $250 million. In the years since its launch, Great Big Story premiered documentaries at Cannes, took over Sundance and SXSW with immersive interactive exhibits, received Emmy wins and collected numerous awards for both their content and their product. Their producers and storytellers traveled to more than 100 countries and told over 2,000 stories, broadcasting through podcasts, airports, documentaries and every digital platform imaginable.

Sadly due to COVID, Great Big Story closed their doors in September 2020.

CNN wanted to expand into new audience segments—millennials and Gen Z—that their current content offerings couldn’t reach. In an effort to engage this younger audience and attract new sponsorships, a video network known as Great Big Story was conceived.

Great Big Story launched in October 2015 to users across the world. It was met with resounding praise, press and backing by the media and its parent company. Within 6 months after launch CNN reported GBS had 40 million views a month, 6 million fans across social platforms, and a valuation of $250 million. In the years since its launch, Great Big Story premiered documentaries at Cannes, took over Sundance and SXSW with immersive interactive exhibits, received Emmy wins and collected numerous awards for both their content and their product. Their producers and storytellers traveled to more than 100 countries and told over 2,000 stories, broadcasting through podcasts, airports, documentaries and every digital platform imaginable.

Sadly due to COVID, Great Big Story closed their doors in September 2020.

WEB

IFC Films Unlimited

Redefining the web experience to create a new film future for current and prospective subscribers.

Moving 5 major networks and brands—AMC, BBC America, IFC, Sundance TV and WE tv—onto a single, unified platform.

PROJECT DETAILS
Timeline: 3 months
Team size: 3 designers
Role: Lead designer
Consultancy: Minor Vices

PROJECT DETAILS
Timeline: 8+ months
Team size: 3-4 designers
Role: Lead designer
Consultancy: Minor Vices

PROJECT DETAILS
Timeline: 3 months
Team size: 3 designers
Role: Lead designer
Consultancy: Minor Vices

A digital rebrand for the premium IFC Films offering, coming 2023.

PRODUCT DEMO VIDEO

NFL

Releasing the largest football video library ever available, personalized for each fan. Highlights, games, breaking news, NFL Films, NFL Network programming and brand new content. Across every device and platform.

PROJECT DETAILS
Timeline: 3 weeks
Team size: 2 designers
Role: Lead designer
Consultancy: Moment

The NFL planned to announce a new initiative that would deliver personalized video to their fans through a new service. After our concept video was presented to all NFL team owners months prior, the league approached Moment again to deliver the final demo video to be aired during the Super Bowl.

The NFL Now app was released globally across iOS and Android phones, along with Xbox and Roku channels in the summer of 2014. In the US the service was integrated into the existing NFL Mobile app, also designed by Moment. It’s now part of the NFL Network, alongside one of many divisions of services for streaming league video.

The NFL planned to announce a new initiative that would deliver personalized video to their fans through a new service. After our concept video was presented to all NFL team owners months prior, the league approached Moment again to deliver the final demo video to be aired during the Super Bowl.

The NFL Now app was released globally across iOS and Android phones, along with Xbox and Roku channels in the summer of 2014. In the US the service was integrated into the existing NFL Mobile app, also designed by Moment. It’s now part of the NFL Network, alongside one of many divisions of services for streaming league video.

DESIGN PROCESS TOOLKIT

American Express OPEN

Partnering with the internal design team of the world’s largest card company to co-create, build, test and release a tailored product design process.

PROJECT DETAILS
Timeline: 6 weeks
Team size: 2 designers
Role: Lead designer
Consultancy: Moment

American Express OPEN had a need to equip their newly formed UX & Design team with tools, methods and a guideline based on the design thinking process. Their team was comprised of a variety of levels of experience, backgrounds and specialities, so the challenge was to find common ground that could be used to baseline the conversation. We ideated, tested, prototyped and iterated on the best solution over 6 weeks.

In order to customize the binder for the internal UX team, we designed and set up the cover of all 12 sets to be screen printed. The Moment team ventured out to a Brooklyn printing lab after work one day and I taught everyone how to screen print. The final box of binders were delivered to the OPEN team later in the week and were circulated around the group. After several months of testing and use, we were asked to produce more binders for internal distribution and expand on our toolkit even further. To this day, years later, our kits are still used within the organization.

American Express OPEN had a need to equip their newly formed UX & Design team with tools, methods and a guideline based on the design thinking process. Their team was comprised of a variety of levels of experience, backgrounds and specialities, so the challenge was to find common ground that could be used to baseline the conversation. We ideated, tested, prototyped and iterated on the best solution over 6 weeks.

In order to customize the binder for the internal UX team, we designed and set up the cover of all 12 sets to be screen printed. The Moment team ventured out to a Brooklyn printing lab after work one day and I taught everyone how to screen print. The final box of binders were delivered to the OPEN team later in the week and were circulated around the group. After several months of testing and use, we were asked to produce more binders for internal distribution and expand on our toolkit even further. To this day, years later, our kits are still used within the organization.

DESIGN SYSTEM LIBRARY

PayPal

Streamlining a global, cross-platform design system for 300 million consumers, more than 20 million merchant accounts and hundreds of third party systems. Impacting billions of transactions every year.

PROJECT DETAILS
Timeline: 4 weeks
Team size: 4 designers
Role: Lead designer
Consultancy: Moment

Over almost two decades, multiple teams and a constantly evolving design system at PayPal, their design language had become incredibly disjointed. The company was global, and considering both consumer and merchant lenses on their own products as well as third party systems. Moment was brought in to audit their libraries, then recommend a path forward.

Our audit and findings provided design, dev and product teams with renewed perspective on PayPal's digital presence. It outlined a path for improvement, helped prioritize cleanup efforts and set the stage for a holistic reconsideration of the PayPal landscape.

Over almost two decades, multiple teams and a constantly evolving design system at PayPal, their design language had become incredibly disjointed. The company was global, and considering both consumer and merchant lenses on their own products as well as third party systems. Moment was brought in to audit their libraries, then recommend a path forward.

Our audit and findings provided design, dev and product teams with renewed perspective on PayPal's digital presence. It outlined a path for improvement, helped prioritize cleanup efforts and set the stage for a holistic reconsideration of the PayPal landscape.

WEB |. RESEARCH

Capital One

Redefining the consumer banking experience for one of the top 10 banks in the country. Bookended by immediate new features born from rich user feedback, and a long term strategy co-created with internal stakeholders.

PROJECT DETAILS
Timeline: 3 months
Team size: 3 designers
Role: Lead designer
Consultancy: Moment

A new group formed within Capital One named Account Management, with an agenda of both tactical solutions in digital products and long term product strategy. We were tasked with a few responsibilities: provide tactical designs for key features on web, pressure test a new design platform, and define the design process for the new group to scale internally.

Our design solutions on web were released over time to users and evaluated for effectiveness. The additional concepts we tested with users for travel notifications and freezing a card were incorporated into the Capital One 360 Banking apps across iOS and Android. The second phase of our project focused on the longer term product strategy of Account Management, building upon and continuing to test concepts that came out strong from the research team’s track.

A new group formed within Capital One named Account Management, with an agenda of both tactical solutions in digital products and long term product strategy. We were tasked with a few responsibilities: provide tactical designs for key features on web, pressure test a new design platform, and define the design process for the new group to scale internally.

Our design solutions on web were released over time to users and evaluated for effectiveness. The additional concepts we tested with users for travel notifications and freezing a card were incorporated into the Capital One 360 Banking apps across iOS and Android. The second phase of our project focused on the longer term product strategy of Account Management, building upon and continuing to test concepts that came out strong from the research team’s track.

A new group formed within Capital One named Account Management, with an agenda of both tactical solutions in digital products and long term product strategy. We were tasked with a few responsibilities: provide tactical designs for key features on web, pressure test a new design platform, and define the design process for the new group to scale internally.

Our design solutions on web were released over time to users and evaluated for effectiveness. The additional concepts we tested with users for travel notifications and freezing a card were incorporated into the Capital One 360 Banking apps across iOS and Android. The second phase of our project focused on the longer term product strategy of Account Management, building upon and continuing to test concepts that came out strong from the research team’s track.

cassiematias@gmail.com

Get in touch