The Product Design team conducted research ad hoc throughout all our work, mostly through unmoderated sessions and usability testing in the beginning. As our practice matured and we found the need for specialized individuals, we brought on 2-3 UX researchers to both help set the groundwork for the program, as well as execute on a variety of projects that brought us closer to real user knowledge.

We began with setting up the foundation of UXR, which included defining workflows, tools, budget, headcount, intent and process expectations. Once approved by our CPO, we defined roles and responsibilities for hiring the right levels of experience and number of people over the course of a year. It was the first time our company was doing research with real users, and the first time we were getting real-time feedback on our current and future products.

The UXR team delivered on projects that provided tactical improvements to our latest designs for future iterations, established initial user journeys that honed us in on flow pain points, identified areas of refinement for our DTC purchasing experience that reduced friction and increased clarity on the Bally Sports+ offering, and in one of the biggest successes the UXR team worked with the marketing research team to evaluate and make recommendations on a new campaign that was slated to go live in the fall of 2023. Ultimately the recommendation was to not launch the campaign, which was accepted by our c-suite and saved the company over $10MM dollars of brand and product damage.

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