My Role
As the Senior Product Designer at Buzzer, I was onboarded to the team at this crucial time in the team's roadmap. The company's CEO had tasked me and the VP of Product to create a product narrative that would drive the conversation toward acquiring partner apps to adopt Buzzer's technology.
GOALS
1. Lead the conversation with potential partner companies by offering Buzzer's existing tech as an API
2. Demonstrate Buzzer's ability to boost viewership, sales, gamification, and personalization to next-gen audiences
3. Communicate how offerings are backed by the valuable insights Buzzer had acquired in their time in the D2C space
4. Communicate why it is important to reach young fans
Strategy
Before getting started, I researched some relevant best practices for telling a product story recommended by industry experts, and synthesized them into a strategy that suited our needs and timeframe (FAST).
Make your audience the hero
People are programmed to listen to stories, and every good story paints a hero, highlights their struggles, and shows how the hero overcomes them.
Connect emotionally
Product storytelling provides emotional engagement that often results in better sales.
Communicate Visually
93% of communication is visual, and can increase the desirability of your content by 80%.
Research your customers
Get to know a lot about your audience’s lifestyle to present your product in a way that shows their value to the people it’s intended for.
People are programmed to listen to stories, and every good story paints a hero, highlights their struggles, and shows how the hero overcomes them.
Connect emotionally
Product storytelling provides emotional engagement that often results in better sales.
Communicate Visually
93% of communication is visual, and can increase the desirability of your content by 80%.
Research your customers
Get to know a lot about your audience’s lifestyle to present your product in a way that shows their value to the people it’s intended for.
Define what problems are a priority
Be clear on how your customers can solve their problems using your product.
Be clear on how your customers can solve their problems using your product.
Center around data
When possible, back your claims with data so your audience can prioritize the features that their human users need the most and will fall in love with.
Showcase the important attributes
Define your customer’s needs, then translate this to the set of attributes you need to properly describe each item in your product offerings.
Write Immersive Product Descriptions
Keep your audience engaged with language that speaks directly to them, and clearly explain why they should choose your product over your competitors.
When possible, back your claims with data so your audience can prioritize the features that their human users need the most and will fall in love with.
Showcase the important attributes
Define your customer’s needs, then translate this to the set of attributes you need to properly describe each item in your product offerings.
Write Immersive Product Descriptions
Keep your audience engaged with language that speaks directly to them, and clearly explain why they should choose your product over your competitors.
Process
We identified the key items we needed to tell our story, and agreed on a process based on high-priority concepts and their dependencies.
mnbv nbhWhile I got to work on gathering insights from existing documentation, key stakeholders, and industry reports, our Product VP got started on writing product descriptions.
Key Insights
The Narrative
The new fan experience is
powered by Buzzer.
powered by Buzzer.
The Opportunity
Every exciting moment in sports is an opportunity to build lifelong fandom.
But there's a problem:
Next-gen sports fans aren't experiencing the thrill of live games.
Why?
Fans are frustrated with the way
live sports are being delivered to them.
live sports are being delivered to them.
ACCESS
Access to live games is frustrating, fragmented, and expensive.
Access to live games is frustrating, fragmented, and expensive.
FOCUS
Fans want quicker, on-the-go, personalized content. Evolving consumption habits have caused fans to watch highlights to get to the exciting parts.
Fans want quicker, on-the-go, personalized content. Evolving consumption habits have caused fans to watch highlights to get to the exciting parts.
INTEREST
Next-gen fans are following players over teams, but traditional game delivery makes it difficult to identify what players are doing within a game.
Next-gen fans are following players over teams, but traditional game delivery makes it difficult to identify what players are doing within a game.
There are too many barriers in the way.
Access to a single team’s games is spread across multiple channels and subscriptions.
This is important.
Fan Abandonment means
lost revenue.
lost revenue.
"It's critical to reach a younger portion of the fan base.
They have a longer span of fandom.
We need to do a better job of communicating
to Gen Z what it means to be a fan."
They have a longer span of fandom.
We need to do a better job of communicating
to Gen Z what it means to be a fan."
Chris Marinak
MLB Chief Operations and Strategy Officer
MLB Chief Operations and Strategy Officer
The Narrative
Bring live sports to fans on their terms.
Our battle-tested proprietary tech is built on real insights from three years of direct experience with real fans.
Moments API
Detect, predict, and deliver
the most exciting real-time moments in sports.
the most exciting real-time moments in sports.
Drive gamified tune-in
Watch bets play out
Follow the social buzz
Step out of the linear mindset
Catch your favorite player on a heater
Make your sponsor the hero
