HBO Max LATAM needed to increase engagement and retention during the UEFA Champions League by making live and on-demand sports content easier to discover. The existing hub had low click-through rates and fragmented content hierarchy, which led to shorter sessions and fewer repeat visits.
Role & Process:
Using Lean UX within Agile sprint cycles, I conducted journey mapping and UI analytics to surface drop-off points and understand how sports fans navigated live content. Collaborating with Product, Data, and Engineering teams, I iterated on content hierarchy, tile design, and placement of high-priority elements such as live matches, scores, and highlights. Through rapid prototyping and layout testing, I refined the design to optimize click-through rates and retention across iOS, Android, and web.
Using Lean UX within Agile sprint cycles, I conducted journey mapping and UI analytics to surface drop-off points and understand how sports fans navigated live content. Collaborating with Product, Data, and Engineering teams, I iterated on content hierarchy, tile design, and placement of high-priority elements such as live matches, scores, and highlights. Through rapid prototyping and layout testing, I refined the design to optimize click-through rates and retention across iOS, Android, and web.
Solution:
I delivered a restructured, scalable sports hub that:
I delivered a restructured, scalable sports hub that:
- Prioritized live match entry points and personalized content carousels.
- Simplified navigation and score grouping using a data-driven layout.
- Integrated design system components so the hub could scale across 33 LATAM markets and be repurposed for future sports events like other leagues and tournaments.
Impact:
- The redesigned hub drove a 35% increase in engagement, with 89% of traffic to live events coming from the new Home Hero placement.
- This uplift directly contributed to higher retention and session duration for HBO Max’s sports category and became a template for future sports event hubs across the platform.
- This uplift directly contributed to higher retention and session duration for HBO Max’s sports category and became a template for future sports event hubs across the platform.
