Deepikaa Raju/Portfolio

Projects

This is Me

Corporate Social Media

Projects

This is Me

Corporate Social Media

This is Me

Corporate Social Media

beIN Sports

beIN Sports

beIN Sports

Redesigned the sports website for Euro 2024 for the MENA region, focusing on content discovery, video consumption, and engagement. A modular and agile, user-first approach led to 3x video views/session, +518% engagement, and a +105% boost in site retention maximizing tournament-time impact

Project Duration:

1 Year

beIN Sports

Project Duration:

1 Year

beIN Sports

Project Duration:

1 Year

UI/UX

Design System

My Role

UI/UX Designer

Client Engagement
Stakeholders Communication
UX Research & Strategy
Visual Systems & UI Design

Team

7 UI/UX Designers

10 Developers

4 Managers

2 Analysts

7 UI/UX Designers
10 Developers
4 Managers
2 Analysts

Process

Agile, Modular & Flexible Process evolving as per stakeholder expectations

Status

Website is live

Click here to go to the website

beIN Media Group is a global media leader, delivering world-class sports and entertainment across 40 countries in 9 languages, It's flagship network, beIN SPORTS, holds the largest portfolio of sports rights worldwide, spanning live events and premium content across 5 continents.

beIN SPORT is a global sports network with a strong footprint in Middle East & North Africa (MENA), France, United States, Australia, New Zealand & Asia. Reaching over 55 million subscribers. It delivers extensive football coverage alongside 17 other sports including basketball, tennis and motorsports.

Imagine This…

You open beIN Sports during UEFA EURO 2024.

Scores are buried
Stats are scattered
Highlights take forever to find
Navigation is confusing.
By the time you get what you need, the moment’s gone and so is your engagement.

Hook: The Client Ask

beIN Media Group came to us ahead of UEFA EURO 2024 with a pressing challenge:
Fans visiting the Scores and Match pages often hit walls: the pages couldn’t keep up with the surge of live content, making content discovery frustrating and putting key performance metrics at risk.

What the client needed?

Improve performance & usability of match day pages
Roll out changes gradually, in football section for upcoming UEFA EURO 2024
Evolve navigation and design to scale with future tournaments

Improve performance & usability of match day pages
Roll out changes gradually, in football section for upcoming UEFA EURO 2024
Evolve navigation and design to scale with future tournaments

What success looked like for beIN?

Daily Active Users(DAU)

Click-Through Rate(CTR)

Content Discovery

Session Duration

No. of Videos Watched

Bounce Rate

Better brand perception

More social media conversion

The Outcome

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)

This impact of our redesign was featured in an article on the beIN website, which reported a notable rise in viewership post-launch. Click here to view the article

The Process

How did we work?

Our team followed a sprint-based, highly iterative workflow, each feature was scoped in a JIRA ticket for individual designers, then integrated cohesively into the parent ticket.

We collaborated closely with developers, analysts, and clients, cycling through design, QA testing & repeated feasibility checks for every component against data provided by OPTA Stats (third party vendor).

Post-launch metrics guided refinements, ensuring alignment with user needs, client goals, and technical requirements while maintaining efficiency and consistency across the platform.

My Responsibility

Oversaw Design Cohesiveness: Ensured individual JIRA tickets within a parent issue aligned seamlessly into a unified design.
Communicated dependencies and blockers: Reported blockers and requirements to the product manager during daily scrum calls while maintaining client transparency.
On-the-Spot Problem Solving: Worked closely with the BA and developers, ideating on-the-spot solutions for features facing technical constraints and addressing edge cases.
Data Facilitation: Procured necessary data for the team to ensure smooth progress on their respective tickets.
Designer Responsibility: Simultaneously managed ongoing design and research task, driving the project forward while overseeing the broader workflow.

Challenges and Learning

Cross-Fuctional Collaboration: Gained hands-on experience working with developers, analysts, and managers, occasionally overseeing other designers.
Developed Agility & Confidence: Managed high-stakes conversations and maintained trust through regular, meaningful interactions.
Adapted to Evolving Briefs: Learned the value of alignment workshops and staying agile under tight deadlines, especially leading up to Euro 2024.
Balanced Feasibility & Innovation: Created 15+ widgets, referencing Opta data to ensure technical feasibility while keeping designs user-friendly and innovative.

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, 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