Case Study
ESR TV
Project Overview
The challenge was to take a 24/7 American e-sports TV channel, and turn it into an interactive streaming WebApp, to launch in the Middle East, Germany and Spain. The goal was to create a visually stunning and user-friendly interface that caters to the needs of both casual viewers and hardcore gamers.
The application should provide users with the ability to personalise their viewing experience by selecting favourite teams, players, and game genres.
Goals and how we approached them
1. Grow ESR brand by acquiring 100,000 new subscribers
2. Integrate live scores of tournaments events
3. Personalised streaming platform
4. Interactive environment
Research
Our research highlighted the need to balance the platform's appeal between highly engaged hardcore gamers and casual gaming enthusiasts. With numerous live streams and events happening simultaneously, clear and organized presentation was key to avoiding user overwhelm. This insight led us to focus our initial launch on regions with the highest potential for user acquisition: the United Arab Emirates (UAE), Spain, and Germany.
Ideation
Leveraging our research, we created wireframes to define the information architecture and layout of key screens, followed by low-fidelity prototypes to test user flows. This iterative design process allowed us to refine the user experience, ensuring it met the needs of both target audiences. Key features included content categorisation, advanced search and filtering options, and personalised recommendations—all designed to drive user engagement and satisfaction.
Visual Identity
The visual design phase focused on creating an appealing and immersive interface. The chosen colour scheme incorporated bold and energetic colours, reflecting the excitement of e-sports. Engaging visuals were strategically placed to capture users' attention. Attention was also given to typography selection, ensuring legibility and style consistency throughout the application.
Impact / Next Steps
Post-launch, the platform received mainly positive feedback, particularly for the live scores feature, which drove significant interaction. After analysing subscribers' behaviour of the MVP product, we identified some areas for improving experience through iterative designs and testing. Retention was one of these areas, we found a significant drop off of subscribers after trial periods and we wanted to mitigate this by giving subscribers ongoing reasons to engage by nuturing them post onboarding.
Looking ahead, our next growth phase involves expanding into the USA, where ESR TV has a substantial following, positioning us to capitalise on a ready audience and further accelerate user acquisition.
