Projects

Resume

beIN Sports

Redesigning a multilingual live sports platform that couldn't keep up with 1bn high traffic match interactions

beIN's existing platform buried key match information, broke under live traffic, and had no shared design language, costing engagement at the exact moments that mattered most.

I led UI/UX while overlooking a team of 5 designers across the full redesign of the Match Page, Scores Page, and design system for English and Arabic across iOS, Android & Web shipping ahead of UEFA Euro 2024.

My Role

UI & UX Designer

Team

7 UI/UX Designers

10 Developers

2 Managers

2 Analysts

Timeline

1 Year

Before

After

Outcome

What changed?

This increase was focused on content discovery and video consumption to drive conversion during peak traffic, directly supporting the ROI on beIN's MENA broadcast licence for Euro 2024.

Click here to view the article

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 (0.4s to 1.24s)

My Role

What did I contribute?

I was the one of the lead UI & UX Designer responsible for end-to-end redesign of Match Page, Scores Page & Design System for Web and App in English & Arabic.

This was a client facing project overlooking a team of 5 designers, where I worked alongside the Product Managers, Business Analysts & developers and wore multiple hats throughout the project in-spite of being part of a large team.

Research

Voices from research

We conducted quick research to understand the problem area and hit the ground going. This included domain research, Competitive Analysis, Heuristic Analysis & User Interviews, where I was responsible for sourcing candidates and conducting the interviews. These led to the 2 main user personas.

Fanatic

Paul, 28

Male (he/him)

Designer

Sport is his identity, he needs a platform that matches his obsession, not one that slows him down.

"I live for the rush, the match, the stats, the replays. Every detail keeps the thrill alive."

What he needs at a glance:

Deep stats, replays, and editorial in one seamless session
Cross-sport coverage that doesn't drop off after football
Consistent experience across every screen he watches on

Match Day Visitor

Max, 32

Male (he/him)

Software Engineer

A busy professional who clears his schedule for Barça, he just needs the platform to keep up.

"When Barça plays, I clear my schedule. Just give me the goals and the magic."

What he needs at a glance:

Real-time goals, cards, and key moments without hunting for them
Quick highlights he can catch during a work break
Everything about his team in one place, no noise, no irrelevant sports.

Insights

What was broken?

A complete audit and research of the website focused on 4 areas mainly:

Sports Page: Entry point for majority of the interactions
Match Page: Specific to MENA region, High priority for Euro 2024
General Audit: Includes all pages, sports, languages & devices
Design System: Barely functional

A complete audit and research of the website focused on 4 areas mainly:

Sports Page: Entry point for majority of the interactions
Match Page: Specific to MENA region, High priority for Euro 2024
General Audit: Includes all pages, sports, languages & devices
Design System: Barely functional

(Hover on the numbers for more info)

Match Page

Scores Page

General Audit

These insights were connected to the metrics being affected giving a clear direction to work on.

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

Increasing 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

Key Design Decisions

What I along with others changed?

Building infrastructure before working on the screen

PRESSURE

7 designers, simultaneous Jira tickets, Web, App, English & Arabic, hard Euro 2024 deadline, every instinct and logic pointed at starting on screens immediately.

CALL

Establish the design system first. Embed LTR/RTL mirroring logic, component decision rationale, and handoff specs before any screen design began.

RESISTANCE

It cost time upfront that the timeline didn't obviously have room for.

RESULT

Eliminated cross-team rework, cut engineering overhead & onboarding time by ~25% and gave the team a shared language that held for the entire project without breaking under pressure.

Designing for failure and success

[bento box animation]

PRESSURE

Hard launch deadline. The easier path was designing for the ideal state and shipping fast.

CALL

Restructure the Match Page to be phase-aware and failure-tolerant, adaptive header for pre/live/post match states, bento grid that holds structure even when third-party data fails.

RESISTANCE

Backend teams were still resolving widget failures in parallel. Designing around instability felt like designing around someone else's problem.

RESULT

The platform held visually and functionally during peak Euro 2024 traffic, exactly when it couldn't afford to break.

(Hover on the numbers for more info)

Pre Match

Live Match

Post Match

English

Arabic

Choosing user intent over legacy logic

PRESSURE

PM preference to preserve the existing CMS taxonomy to avoid engineering complexity and scope creep due to deadline constraints.

CALL

Restructure the IA around user intent signals, what a fan needs before, during, and after a match, rather than how the backend had historically organised content.

RESISTANCE

Required negotiating scope against an active sprint, with delivery timelines already locked.

RESULT

3x increase in videos watched per session and 105% improvement in retention, the clearest performance signal in the entire project.

(Hover on the numbers for more info)

Scores Page - After

Scores Page - Before

Beyond the brief

Some other additions that were made apart from the key decisions to improve the experience and future proof the platform

Other Projects

HAZOP Software

A B2B SaaS platform mordernsing legacy HAZOP workflows for process manufacturing industries leading to 35% improvement in task completion

TATA Play - Hybrid IPTV

A Product as a Service(PaaS) IPTV framework unifying 27+ OTT platforms, Live TV and VOD for 17+ Indian language audience

Mind Way

Designing an ecosystem for the neurodivergent where inclusion is given, and not an afterthought

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deepikaraju09@gmail.com