Deepikaa Raju/Portfolio

Projects

This is Me

Projects

This is Me

beIN Sports

beIN Sports

beIN Sports

518% engagement growth. 105% retention improvement. Shipped ahead of Euro 2024. End-to-end UX for the MENA region's leading sports platform - web & mobile.

Project Duration:

1 Year

beIN Sports

518% engagement growth. 105% retention improvement. Shipped ahead of Euro 2024. End-to-end UX for the MENA region's leading sports platform - web & mobile.

Project Duration:

1 Year

beIN Sports

518% engagement growth. 105% retention improvement. Shipped ahead of Euro 2024. End-to-end UX for the MENA region's leading sports platform - web & mobile.

Project Duration:

1 Year

Sports

Design System

B2C

Multilingual

Role

UI & UX Designer

Team

7 UI/UX Designers

10 Developers

2 Managers

2 Analysts

Skills

UX Research & Strategy

UI Design & Design Systems

Client Engagement

Stakeholders Communication

I along with a team 6 designers worked with the product managers at beIN SPORTS, part of the beIN Media Group, on redesigning the sports website and app in English and arabic ahead of the Euro 2024 football tournament.

The focus was on improving content discovery and video consumption to drive conversion during peak traffic. The work delivered

Increase in engagement on Match Page (178M - 1.1B)

Increased retention on Overall Site(28.4%- 58.22%)

Increase in number of videos watched per session(0.4 - 1.24)

Click here to view the article

The focus was on improving content discovery and video consumption to drive conversion during peak traffic. The work delivered

Increase in engagement on Match Page (178M - 1.1B)

Increased retention on Overall Site(28.4%- 58.22%)

Increase in number of videos watched per session(0.4 - 1.24)

Click here to view the article

Context & Scope

The Challenge

Ahead of UEFA EURO 2024 fans visiting the website and app often hit walls. A surge in live content exposed confusing navigation and fragmented content flows, making it difficult for users to find relevant matches and videos, especially during live moments.

Pages struggled to keep pace with real time updates, breaking the flow between browsing, watching, and staying engaged, and putting key performance metrics at risk during peak tournament traffic.

My Responsibilities

Led design cohesion across multiple Jira tickets to ensure a unified experience
Partnered closely with product managers and engineers to manage dependencies and unblock delivery
Solved design and technical constraints in real time, addressing edge cases as they emerged
Balanced design execution and research while overseeing the broader workflow

The Scope

Design System
Scores Page & Match Page
- Website and App
- English & Arabic
Live Activities Notification
UX Audit

The User's Starting Point

Who are the users?

I conducted 10+ user interviews to understand how fans accessed scores and match content, what frustrated them, and what they expected from sports platforms. his research revealed 2 key user personas

Looking into the Industry

What are our competitors upto?

We came together a team of designers to conduct a Competitive Analysis & SWOT analysis benchmarking beIN against industry leaders like FotMob, Goal.com, Fox Sports, One Football, ESPN & 365 Scores. This collaboration helped us uncover strategic opportunities and potential challenges, aligning beIN’s strengths with both user needs and client KPIs

Mapping the Insights to Metrics

Bringing all the minds together

Our design team worked closely with business analysts to bridge client goals with user needs, aligning them against industry standards of content delivery. This collaboration ensured a user-centric approach, where user stories were prioritized by impact and feasibility, directly shaping the product roadmap and sprint planning.

Disorganised Structures

Users struggled to locate matches and scores due to confusing league structures

Negatively impacting Click Through Rate

Navigation Friction

Users faced too many clicks and inconsistent headers, slowing them down

Increasing bounce rate, lowering Daily Active User & reduced task speed

Home Page Bias

Other sport's fans felt alienated due to Football heavy focus and weak visual hierarchy

Reduced long-term fan loyalty

Cross Platform Inconsistency

Users noticed major discrepancies in English to Arabic and Mobile to Web versions

Raising bounce rate & lowering user trust

Incorrect Message

Users encountered empty pages with no clear message, which confused & disengaged them

Reduced session duration & Click Through Rate

Lack of Key Features

User's can't easily access content without filters, stats, highlights, tags or calendar option

Lowering SEO effectiveness & video consumption

Building the Foundation - Design System

We implemented a Modular Design System based on Atomic Design Theory that automated the design process, enabling high-fidelity wireframes in minutes, reducing iteration time by ~30%, and future-proofing designs for scalability and consistency across languages.

I collaborated with developers and analysts to cover all component use cases, cutting implementation time, improving transparency with clients, and reducing time required to onboard new team members.

Redesigning Core Experiences

We conducted a heuristic analysis collectively using the insights gained from interviews to come up with the immediate and key changes that were required to get the ball rolling

Scores Page

Before

After

Segregated the scores page for each sport and first phase of implementation focused on football only

Match Page

Before

After

Changes made overall:

Dynamic Header: Space-efficient, responsive header that adapts to show relevant info across all match stages

Modular Widgets & Bento Design: Auto-adjusting layout based on game phase; improved session duration and tripled video watch time (0.4x → 1.2x)

Adaptive Layout: Redesigned layout to remain flexible during no-data scenarios or when widgets required backend fixes or updates, ensuring consistent user experience without visual breaks.

Live Activities

A new feature was introduced for iPhone 16 and above to boost on-the-go engagement and spark user curiosity

Behind the Scenes

Back

deepikaraju09@gmail.com