Capturing the magic moments in sports from fans all over the world.
Record your own video and audio that showcases your unique voice and commentary, share with friends, and get featured on real-life highlights from partner leagues!
Why Video Reactions?
Next-gen fans are more expressive than previous generations, but the current offerings produced by traditional sports networks has not evolved enough to meet their creative needs
By using official content can encourage users to create content more content knowing that their content is official and straight from the source.
By using official content can encourage users to create content more content knowing that their content is official and straight from the source.
By using official content, EA has an opportunity to build the next-gen experience of sports content creation by empowering users to create with content straight from the source.
Authenticate User-Generated Content
Provide an experience that allows fans to connect with sports content and creators in an authentic way.
Increase Connection
Enable league partners like La Liga, EPL, NFL, and the NBA to build stronger relationships with their fans via the content produced by creators.
Drive Consumption & Engagement
Allow sports fans create content that is fed to other users
Provide an experience that allows fans to connect with sports content and creators in an authentic way.
Increase Connection
Enable league partners like La Liga, EPL, NFL, and the NBA to build stronger relationships with their fans via the content produced by creators.
Drive Consumption & Engagement
Allow sports fans create content that is fed to other users
Discover
After reviewing initial research and defining the goals of this feature, we still had some open questions that needed to be answered to be successful:
Initial Requirements
Taking the key findings from user surveys, I worked with my fearless Product Manager to draft the initial requirements of this feature. We focused on the ability to post content to a few key places, and its required dependencies.
Knowing that users preferred to share or create content with their friends, we understood we’d need to place heavy emphasis on privacy settings and the ability to share content in a private setting.
Knowing that users preferred to share or create content with their friends, we understood we’d need to place heavy emphasis on privacy settings and the ability to share content in a private setting.
Record
Create a post in my Feed
Preview my camera before I begin recording
Stop recording at any time
Edit
trim the length of my video
Preview my video before I share it
Add filters and text to my videos
View
See users’ posts in the Feed
See my posts on my Profile
See other users’ posts on their Profile
React and comment on other user’s posts
Report a post for violation of TOS
Delete my post
Share
Share my video to my Profile, Feed, and in a Chat
Invite other users to create videos
Share my video on other social platforms
Create a post in my Feed
Preview my camera before I begin recording
Stop recording at any time
Edit
trim the length of my video
Preview my video before I share it
Add filters and text to my videos
View
See users’ posts in the Feed
See my posts on my Profile
See other users’ posts on their Profile
React and comment on other user’s posts
Report a post for violation of TOS
Delete my post
Share
Share my video to my Profile, Feed, and in a Chat
Invite other users to create videos
Share my video on other social platforms
Design
Architecture
Early Concepts
During early product reviews, the decision was made to scale back the initial requirements for the first round of user testing. This option was intended to be a quick, in-and-out experience that’s as simple as emoji-reaction to content in the Feed.
In user testing, the flow to create reaction videos was readily understood.
However, the prototype received mixed responses, as there was a general preference to interact with created content as opposed to creating it.
Key Insights
Video reactions should be personalized
to a user's tastes
Strong preference to create content for friends,
not for strangers
Recommended more video editing capabilities
to a user's tastes
Strong preference to create content for friends,
not for strangers
Recommended more video editing capabilities
Preference to watch video reactions in feed,
but will not likely search for them
Expectation to comment, react,
and view creator’s profiles
but will not likely search for them
Expectation to comment, react,
and view creator’s profiles
Refining the Design
This prototype was refined based on UXR feedback and reviewed with the Product team.
Videos exist as a single piece of content
Added ability to comment, react, and view creator’s profile
Added ability to swipe to navigate between video reactions
Added ability to comment, react, and view creator’s profile
Added ability to swipe to navigate between video reactions
Increased size of videos on reactions sheet
Added confirmation messages when user attempts to delete or discard a post
Added a prominent Create screen to end of reactions view
Added confirmation messages when user attempts to delete or discard a post
Added a prominent Create screen to end of reactions view
Rebranding the Feature
We received continuous feedback from users that they were not interested in broadcasting their video content in a public space. However, when asked how they would prefer to create and share their own content, users were able to identify different ways they would like to create content.
This simple open-ended question changed the shape and strategy of the feature altogether.
After careful consideration with Product, we decided to change the direction of Video Reactions, and instead simply provide the tools to allow users to create content to post to a place of their choosing. This decision was made to support different users types identified in testing sessions in creating content that suits their needs.
The Deliverable:
Fan Cam
Fan Cam
My design strategy was to create a content creation experience that could live independently of all our other features, and provide various entry points within the app that supported different contexts for content creation.
This way, the same content creation flow could be used in multiple ways and output to multiple destinations.
Fan Cam Prompts
To increase discoverability an of the feature, prompts for users to create media posts were injected into user's feeds with different themes that encourage creative content
Create a Post
View Creations
Stakeholder Feedback
The new direction was presented to executive partners along with research findings as a solution to move forward with the feature in a way that was better suited for our user's needs than we had initially anticipated.
In addition, the new solution provided a significant reduction in engineering lift required, so this would ultimately get shipped sooner than expected.
