Premiere

Premiere, Globo's football subscription streaming product, had an MVP app launched in September 2021 and it had some challenges: an experience that reduced the product value, focused on live matches during the pandemic and a more competitive broadcast rights scenario a behaviour change in business, from pay TV operators to direct-to-consumer sales.

The journey then was very simple, focused on live streaming, which represented low consumption metrics between the matches, that affected the product's profitability beyond subscription. Also the app had accessibility gaps that impact on users and it wasn't compliant with best practices for digital products.

Previous experience at Premiere's app: lack of hierarchy and diverse content

We had a lot of opportunities for Premiere app: from Globo's ecosystem integration to an efficient usage of company's sports data, improving the experience to a broader journey and user needs beyond the match itself.

So the objectives with this iteration were to enrich content, explore our VOD assets and make Premiere go beyond the live moment. And it was made visible on the new app's homescreen and the match centre.

For the new homescreen, the main goals were to bring customization and hierarchy to the journey, making it easier for the users to find matches, tournaments and previous matches videos.

At the match centre, Premiere redefined the live match experience. Previously, users had nothing but the streaming content. In this new iteration, users have more immersive information, access to replay's VOD and integration with Globo's fantasy game (Cartola). Also, Premiere now offered previous matches content, making the app's journey broader and more valuable.

In all these projects, I also built an accessibility culture for the product's team: reviewing colour palettes and typographic patterns by designing a documentation structure for engineering.

This new experience was a milestone for the following iterations in the product and built a strong culture for accessibility. As the results, Premiere had:

*data from December 2021 to April 2022

You can check Premiere's app out for iOS and Android