Bringing the world's best club football to millions of fans in The Netherlands via a brand new way.
Summary
Intro
Ziggo, a leading Dutch telecommunications company, acquired the rights to broadcast European football matches in the Netherlands, including the Champions League, Europa League, and Conference League. This exciting development presented a unique opportunity to innovate and expand their digital offerings.
Challenge
The main challenge was that Ziggo GO was a closed platform, made only for paying customers. With the new broadcasting rights, Ziggo had to find a way to open up the app to a much larger group, people who didn’t have a Ziggo subscription. They needed to stay within legal boundaries while also keeping their existing customer experience smooth and reliable. All of this had to be done without losing the value the app offered to Ziggo’s loyal users.
My Role
As a digital designer, I was involved from the very beginning. I joined and developed strategy workshops where we talked through the problem, set goals, and mapped out possible solutions. One of my key responsibilities was designing a sign-up flow within the Ziggo GO app for people who weren’t customers yet. I worked together with other teams like development, legal, and product to make sure the design was both easy to use and in line with Ziggo’s brand and business needs. I also ran user tests to see how people interacted with the new sign-up flow and made changes based on their feedback. In the end, I joined an intense design sprint where everything came together.
Approach
Strategic Planning
We kicked off the project with a series of workshops at Merkle Rotterdam. During these sessions, we outlined a comprehensive roadmap, identified potential challenges and opportunities, and set the foundation for an enhanced user experience. These collaborative meetings were crucial in aligning our vision across different teams and stakeholders.
User Flow Design
My primary focus was on creating the "registration flow" for non-Ziggo customers. This process began with initial concept development, where I sketched multiple design options and engaged in discussions with stakeholders from marketing, CRO, IT, and development teams. We then moved to user testing, conducting sessions in Ziggo's Utrecht office lab to gather valuable insights from potential users.The culmination of our design process was an intensive week-long sprint. During this time, I worked closely with various disciplines to refine our concepts, incorporating both the insights from our user testing and feedback from stakeholders. This collaborative environment fostered creativity and allowed us to iterate quickly on our designs.
Personalization Feature
To enhance user engagement, I designed a personalized element: a virtual jersey featuring the user's username. This feature was implemented at the end of the registration flow and integrated into account-related emails for consistency. Beyond adding a personal touch, this design choice served a practical purpose by aiding in username recall, demonstrating how thoughtful design can both delight users and improve functionality.
Conclusion
The result was a version of the Ziggo GO app that now allows non-customers to register and watch European football for free. This way, Ziggo met the legal requirement to reach 70% of the population. At the same time, the app still offers a smooth and premium experience to paying customers. The project showed how smart design, collaboration, and user feedback can lead to a solution that works for everyone: the users, business, and the law.