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UEFA Euros /
UEFA Euros /
UEFA Euros /
Company:
ITV
Duration:
4 weeks
Platforms:
iOS • Android • Tablet • Browser • Connected TV
• iOS
• Android
• Tablet
• Browser
• Connected TV
Role:
Product Designer
TL;DR
I co-designed the end-to-end UEFA Euros 2024 experience on ITVX - the home of live matches, highlights, pre and post match analysis and all related tournament content. Working alongside another product designer, I led research, facilitated stakeholder workshops, defined the information architecture and delivered final designs across all platforms.
455% increase in Sports Category Page visits
13.6x increase in category page clicks
1.4 million new user registrations
5% of the UK population watched the football on ITVX
100 million play button presses during the biggest game +11% stream requests per second
I co-designed the end-to-end UEFA Euros 2024 experience on ITVX - the home of live matches, highlights, pre and post match analysis and all related tournament content. Working alongside another product designer, I led research, facilitated stakeholder workshops, defined the information architecture and delivered final designs across all platforms.
455% increase in Sports Category Page visits
13.6x increase in category page clicks
1.4 million new user registrations
5% of the UK population watched the football on ITVX
100 million play button presses during the biggest game
+11% stream requests per second
I co-designed the end-to-end UEFA Euros 2024 experience on ITVX - the home of live matches, highlights, pre and post match analysis and all related tournament content. Working alongside another product designer, I led research, facilitated stakeholder workshops, defined the information architecture and delivered final designs across all platforms.
455% increase in Sports Category Page visits
13.6x increase in category page clicks
1.4 million new user registrations
5% of the UK population watched the football on ITVX
100 million play button presses during the biggest game
+11% stream requests per second
Context
In June 2024, ITVX was the exclusive streaming home of the UEFA European Football Championship. The platform needed to serve live matches, pre and post match commentary, highlights, companion shows and all tournament-related content across every major platform: Connected TV, iOS, Android, desktop browser, tablet and mobile.
As ITVX hadn't hosted the Euros before, all success metrics were benchmarked against the Rugby World Cup 2023 as the most recent major tournament and the FIFA World Cup Qatar 2022 as the most comparable football event.
In June 2024, ITVX was the exclusive streaming home of the UEFA European Football Championship. The platform needed to serve live matches, pre and post match commentary, highlights, companion shows and all tournament-related content across every major platform: Connected TV, iOS, Android, desktop browser, tablet and mobile.
As ITVX hadn't hosted the Euros before, all success metrics were benchmarked against the Rugby World Cup 2023 as the most recent major tournament and the FIFA World Cup Qatar 2022 as the most comparable football event.
My Role
Working alongside one other product designer, I led the research and discovery phase, facilitated the stakeholder workshop, defined the solution direction and delivered high-fidelity designs across all platforms.
Context
The Problem
The Problem
Two distinct problems needed solving simultaneously.
For users: Football fans wanted to find their team's fixtures and get to live content as quickly as possible. The challenge was surfacing pre-match information without slowing down the path to live viewing.
For the business: A significant proportion of users were coming to ITVX exclusively to watch a match and leaving immediately after — missing an opportunity to drive broader engagement with the platform.
My Role
Objectives
Design Proposals
The Solution
The Solution
The Problem
Create a better, more cohesive experience for sports viewers
Create a better, more cohesive experience for sports viewers
Retain live sport watchers on the platform beyond the match
Retain live sport watchers on the platform beyond the match
Establish ITVX as a destination for sport, not just a live stream
Establish ITVX as a destination for sport, not just a live stream
Process
Process
Data dive
To understand how football fans find and access content, I investigated the search terms used to navigate to football content on ITVX, alongside behavioural data from Rugby World Cup viewers as a proxy for how Euros audiences might engage.
A key insight emerged - despite a bespoke Collection Page being created for previous tournaments, users weren't engaging with it. Instead, they were using direct search terms to go straight to live content, bypassing the collection page entirely. This fundamentally shaped how we approached the solution.
User research
Using a survey tool, I targeted Rugby World Cup viewers on ITVX to understand sports fans' preferences and perceptions of the platform. I followed this with interviews with a broader selection of sports fans to explore their streaming habits, expectations and goals when watching live sporting events.
A notable finding was that a significant proportion of users watched matches either on live TV at home or in a pub, and didn't engage with the app at all. Those who did use the app showed genuine interest in related content beyond the live match itself - a clear opportunity.
User research
Using a survey tool, I targeted Rugby World Cup viewers on ITVX to understand sports fans' preferences and perceptions of the platform. I followed this with interviews with a broader selection of sports fans to explore their streaming habits, expectations and goals when watching live sporting events.
A notable finding was that a significant proportion of users watched matches either on live TV at home or in a pub, and didn't engage with the app at all. Those who did use the app showed genuine interest in related content beyond the live match itself - a clear opportunity.
Data Dive
To understand how football fans find and access content, I investigated the search terms used to navigate to football content on ITVX, alongside behavioural data from Rugby World Cup viewers as a proxy for how Euros audiences might engage.
A key insight emerged - despite a bespoke Collection Page being created for previous tournaments, users weren't engaging with it. Instead, they were using direct search terms to go straight to live content, bypassing the collection page entirely. This fundamentally shaped how we approached the solution.
Data Dive
To understand how football fans find and access content, I investigated the search terms used to navigate to football content on ITVX, alongside behavioural data from Rugby World Cup viewers as a proxy for how Euros audiences might engage.
A key insight emerged - despite a bespoke Collection Page being created for previous tournaments, users weren't engaging with it. Instead, they were using direct search terms to go straight to live content, bypassing the collection page entirely. This fundamentally shaped how we approached the solution.
Persona creation
Based on the qualitative research, I collaborated in the creation of six sports fan personas covering the full range of viewer types and motivations, ensuring the solution would meet the needs of both the casual viewer and the passionate football fan.
Competitor analysis
I conducted an extensive competitor analysis across direct competitors, bespoke sports platforms and short-form platforms, both UK and international. I documented the full user journey, homepage structures, metadata usage, tournament pages, programme pages and notable features across Connected TV, browser and app.
Persona Creation
Based on the qualitative research, I collaborated in the creation of six sports fan personas covering the full range of viewer types and motivations, ensuring the solution would meet the needs of both the casual viewer and the passionate football fan.
Stakeholder workshop
Drawing on all research outputs, I facilitated a workshop with stakeholders from across the business to assess the current sports experience on ITVX and define the direction for the Euros.
Workshop outcomes aligned around three priorities: ensuring prominence of both live matches and related content on the homepage, creating a single home for all Euros content, and incorporating ITV Sport short-form content rails across both the homepage and category page.
Option 1 - Repurposed Sports Category Page
The existing Sports Category Page would be redesigned to be Euros-focused, housing all relevant tournament content while also showcasing the Tour de France and other sports. Entry points would include a secondary CTA on the homepage hero, a dedicated homepage tile and the category navigation tabs.
Design Proposals
Objectives
Objectives
Two initial solutions were proposed and presented to stakeholders as wireframes.
Two initial solutions were proposed and presented to stakeholders as wireframes.
Competitor Analysis
I conducted an extensive competitor analysis across direct competitors, bespoke sports platforms and short-form platforms — both UK and international. I documented the full user journey, homepage structures, metadata usage, tournament pages, programme pages and notable features across Connected TV, browser and app.
Competitor Analysis
I conducted an extensive competitor analysis across direct competitors, bespoke sports platforms and short-form platforms — both UK and international. I documented the full user journey, homepage structures, metadata usage, tournament pages, programme pages and notable features across Connected TV, browser and app.
Option 1 - Repurposed Sports Category Page
The existing Sports Category Page would be redesigned to be Euros-focused, housing all relevant tournament content while also showcasing the Tour de France and other sports. Entry points would include a secondary CTA on the homepage hero, a dedicated homepage tile and the category navigation tabs.
Option 2 - Bespoke Euros Collection Page
A standalone Euros Collection Page would be created alongside the existing Sports Category Page. Entry points would include a secondary CTA on the homepage hero and a dedicated tile.
Two initial solutions were proposed and presented to stakeholders as wireframes.
After stakeholder review, Option 1 was selected - repurposing the existing Sports Category Page was more efficient to build, easier to maintain and avoided fragmenting the sports content across multiple destinations.
Stakeholder Review and Descoping
High-fidelity prototypes were presented in a follow-up stakeholder session. To streamline the user journey, avoid distracting users trying to access live content quickly, and reduce development time, several features were descoped at this stage including a temporary Euros navigation link, secondary and tertiary CTAs linking to the Sports Category Page from the homepage hero and live programme guide, and a fixtures rail and group fixtures list page.
These were considered valuable but non-essential for the core experience given the timeline.
Two initial solutions were proposed and presented to stakeholders as wireframes.
Option 1 - Repurposed Sports Category Page
The existing Sports Category Page would be redesigned to be Euros-focused, housing all relevant tournament content while also showcasing the Tour de France and other sports. Entry points would include a secondary CTA on the homepage hero, a dedicated homepage tile and the category navigation tabs.
Option 2 - Bespoke Euros Collection Page
A standalone Euros Collection Page would be created alongside the existing Sports Category Page. Entry points would include a secondary CTA on the homepage hero and a dedicated tile.
After stakeholder review, Option 1 was selected - repurposing the existing Sports Category Page was more efficient to build, easier to maintain and avoided fragmenting the sports content across multiple destinations.
After stakeholder review, Option 1 was selected - repurposing the existing Sports Category Page was more efficient to build, easier to maintain and avoided fragmenting the sports content across multiple destinations.
Stakeholder Review and Descoping
High-fidelity prototypes were presented in a follow-up stakeholder session. To streamline the user journey, avoid distracting users trying to access live content quickly, and reduce development time, several features were descoped at this stage including a temporary Euros navigation link, secondary and tertiary CTAs linking to the Sports Category Page from the homepage hero and live programme guide, and a fixtures rail and group fixtures list page.
These were considered valuable but non-essential for the core experience given the timeline.
Stakeholder Review and Descoping
High-fidelity prototypes were presented in a follow-up stakeholder session. To streamline the user journey, avoid distracting users trying to access live content quickly, and reduce development time, several features were descoped at this stage including a temporary Euros navigation link, secondary and tertiary CTAs linking to the Sports Category Page from the homepage hero and live programme guide, and a fixtures rail and group fixtures list page.
These were considered valuable but non-essential for the core experience given the timeline.
Option 2 - Bespoke Euros Collection Page
A standalone Euros Collection Page would be created alongside the existing Sports Category Page. Entry points would include a secondary CTA on the homepage hero and a dedicated tile.
Option 2 - Bespoke Euros Collection Page
A standalone Euros Collection Page would be created alongside the existing Sports Category Page. Entry points would include a secondary CTA on the homepage hero and a dedicated tile.
The Solution
Design Proposals
With the streamlined journey agreed, I created detailed user flows to visualise the end-to-end experience, identify any remaining friction points, align stakeholders and guide development.
Homepage - The homepage hero surfaced live matches directly. A Top Picks rail linked to the Euros-themed Sports Category Page and curated highlights. An ITV Sport rail showcased Euros content alongside the Tour de France, and an ITV Sports Shorts rail offered bite-sized clips of interviews and match highlights.
Sports Category Page - A Top Picks rail surfaced live matches, highlights and related content. Dedicated rails covered full match coverage, related football content, ITV Sports Shorts and an Euros heritage rail featuring iconic moments from previous tournaments.
The Euros experience drove significant uplift across every key metric. Sports Category Page visits grew from 110k during the Rugby World Cup 2023 to 500k - a 455% increase. Category page clicks grew from 30k pre-tournament to 410k during it, a 13.6x increase. The tournament generated 1.4 million new user registrations.
At peak, 5% of the entire UK population watched football through ITVX, the play button was pressed 100 million times during the biggest match, and stream requests per second were 11% higher than the FIFA World Cup Qatar 2022. 64% of viewing happened on Connected TV, 22% on mobile and 14% on web.
After stakeholder review, Option 1 was selected - repurposing the existing Sports Category Page was more efficient to build, easier to maintain and avoided fragmenting the sports content across multiple destinations.
The Results
Results
Option 1 - Repurposed Sports Category Page
The existing Sports Category Page would be redesigned to be Euros-focused, housing all relevant tournament content while also showcasing the Tour de France and other sports. Entry points would include a secondary CTA on the homepage hero, a dedicated homepage tile and the category navigation tabs.
Midway through the project, a financial review determined that the original points-as-currency model wasn't viable at scale. This meant the entire product vision had to shift - if users couldn't spend points on rewards directly, the fundamental question became: what is the value of points at all, and what does a Rewards Hub even offer?
Rather than letting stakeholders drive to a solution, I organised a Pivot Workshop with all key stakeholders, designers, PMs and engineers connected to the wider loyalty team. We deep-dived the new business constraints, reframed the problem using How Might We questions, and collectively brainstormed solution directions.
With the streamlined journey agreed, I created detailed user flows to visualise the end-to-end experience, identify any remaining friction points, align stakeholders and guide development.
Homepage - The homepage hero surfaced live matches directly. A Top Picks rail linked to the Euros-themed Sports Category Page and curated highlights. An ITV Sport rail showcased Euros content alongside the Tour de France, and an ITV Sports Shorts rail offered bite-sized clips of interviews and match highlights.
Sports Category Page - A Top Picks rail surfaced live matches, highlights and related content. Dedicated rails covered full match coverage, related football content, ITV Sports Shorts and an Euros heritage rail featuring iconic moments from previous tournaments.
The Euros experience drove significant uplift across every key metric. Sports Category Page visits grew from 110k during the Rugby World Cup 2023 to 500k - a 455% increase. Category page clicks grew from 30k pre-tournament to 410k during it, a 13.6x increase. The tournament generated 1.4 million new user registrations.
At peak, 5% of the entire UK population watched football through ITVX, the play button was pressed 100 million times during the biggest match, and stream requests per second were 11% higher than the FIFA World Cup Qatar 2022. 64% of viewing happened on Connected TV, 22% on mobile and 14% on web.
With the streamlined journey agreed, I created detailed user flows to visualise the end-to-end experience, identify any remaining friction points, align stakeholders and guide development.
Homepage - The homepage hero surfaced live matches directly. A Top Picks rail linked to the Euros-themed Sports Category Page and curated highlights. An ITV Sport rail showcased Euros content alongside the Tour de France, and an ITV Sports Shorts rail offered bite-sized clips of interviews and match highlights.
Sports Category Page - A Top Picks rail surfaced live matches, highlights and related content. Dedicated rails covered full match coverage, related football content, ITV Sports Shorts and an Euros heritage rail featuring iconic moments from previous tournaments.
With the streamlined journey agreed, I created detailed user flows to visualise the end-to-end experience, identify any remaining friction points, align stakeholders and guide development.
Homepage - The homepage hero surfaced live matches directly. A Top Picks rail linked to the Euros-themed Sports Category Page and curated highlights. An ITV Sport rail showcased Euros content alongside the Tour de France, and an ITV Sports Shorts rail offered bite-sized clips of interviews and match highlights.
Sports Category Page - A Top Picks rail surfaced live matches, highlights and related content. Dedicated rails covered full match coverage, related football content, ITV Sports Shorts and an Euros heritage rail featuring iconic moments from previous tournaments.
Learnings
Search behaviour reveals intent.
The data showing users bypassing the collection page entirely to search directly for live content was the most important insight of the project - it shaped the entire solution and meant we prioritised the homepage and category page over building something new.
Descoping is a design decision.
Several features I designed didn't make it into the final product. Rather than viewing that as a failure, the stakeholder review process was a useful exercise in prioritising what would genuinely move the needle vs what would add complexity without proportionate value.
Cross-platform design at scale requires ruthless consistency.
Delivering the same experience quality across CTV, iOS, Android, desktop, tablet and mobile simultaneously is a significant design challenge. User flows and shared components were essential to keeping the team aligned and the experience coherent across every surface.
More Projects
Hierarchy & navigation
Getting alignment on the rewards hub structure proved difficult - stakeholder requirements were ambiguous and occasionally conflicting. I ran a card sorting workshop to define the optimal hierarchy and navigation, then wireframed three user flows and tested them with users to determine which structure felt most intuitive.
Stakeholder workshop
Drawing on all research outputs, I facilitated a workshop with stakeholders from across the business to assess the current sports experience on ITVX and define the direction for the Euros.
Workshop outcomes aligned around three priorities: ensuring prominence of both live matches and related content on the homepage, creating a single home for all Euros content, and incorporating ITV Sport short-form content rails across both the homepage and category page.
User research
Competitor reviews and user surveys surfaced two clear themes. First, personalisation and variety drive engagement - users responded to experiences that felt tailored and worth returning to. Second, clarity builds confidence - transparent communication around reward access, progress and time limits reduced friction and increased trust.
User research
Using a survey tool, I targeted Rugby World Cup viewers on ITVX to understand sports fans' preferences and perceptions of the platform. I followed this with interviews with a broader selection of sports fans to explore their streaming habits, expectations and goals when watching live sporting events.
A notable finding was that a significant proportion of users watched matches either on live TV at home or in a pub, and didn't engage with the app at all. Those who did use the app showed genuine interest in related content beyond the live match itself - a clear opportunity.
The Euros experience drove significant uplift across every key metric. Sports Category Page visits grew from 110k during the Rugby World Cup 2023 to 500k - a 455% increase. Category page clicks grew from 30k pre-tournament to 410k during it, a 13.6x increase. The tournament generated 1.4 million new user registrations.
At peak, 5% of the entire UK population watched football through ITVX, the play button was pressed 100 million times during the biggest match, and stream requests per second were 11% higher than the FIFA World Cup Qatar 2022. 64% of viewing happened on Connected TV, 22% on mobile and 14% on web.
The Euros experience drove significant uplift across every key metric. Sports Category Page visits grew from 110k during the Rugby World Cup 2023 to 500k - a 455% increase. Category page clicks grew from 30k pre-tournament to 410k during it, a 13.6x increase. The tournament generated 1.4 million new user registrations.
At peak, 5% of the entire UK population watched football through ITVX, the play button was pressed 100 million times during the biggest match, and stream requests per second were 11% higher than the FIFA World Cup Qatar 2022. 64% of viewing happened on Connected TV, 22% on mobile and 14% on web.