- Organisation
- BBC
- Year
- 2020
- In a word
- Collaboration
The challenge
In research, people kept criticising the BBC Sport app for its lack of personalisation. But the app already had a personalised tab, MySport. It just wasn't getting much use, because people had to set up their favourite teams, sports and people to make it work, and many didn't know it was there.
We set out to make MySport easier to discover and use, by redesigning onboarding to put choosing your favourite sports and teams first.
My contribution
- Mapping the journey: I mapped a new onboarding experience with design and product colleagues.
- Testing the words: I wrote three versions of the onboarding copy to A/B/C test a motivational, an instructional and a balanced approach.
- Learning from the results: I synthesised and played back the findings. The balanced approach, combining motivation with clear instruction, performed best, and I refined it before it was rolled out permanently.
The outcome
New users engaged more with MySport than existing users did, and onboarding performed strongly:
- 71.5% optional sign-in rate
- 50.8% of new users chose a favourite sport
- 19.7% chose a favourite team