Go Site

Go is an online streaming service for women’s sports. The objective was to refresh the brand to be more aligned to Go’s core—vibrant, high intensity, and reflective of the inspiring women athletes. After the refresh, the next objective was to redesign the website with the new brand identity and address any pain points revealed in the user interviews.

Research

Go’s main competitors are Sky Sports, The FA Player, NFL Game Pass, and BT Sport. The branding for these services is sporty and conservative with blue, black, and grey as the dominant colors. Right from the start, I knew that Go can stand apart with color alone. The SWOT analysis revealed that Go was the only service devoted to women’s sports and that it has the unique opportunity to help build a rising culture.

Brand Story

Go stated their purpose is to help women’s sports become mainstream. After researching their competitors, target audience, and key women athletes, it became apparent that Go’s main attribute is empowering women. Solidifying this attribute was the start of the design process.

Identity Refresh

Go strongly believes in equality for women athletes. Equal pay, equal play time, and equal airtime. My new logo design reflects this principle with the equality symbol designed into the center of the “O.”

A unique bold, vibrant, high-intensity color palette was created to communicate the tone of the brand, and to set Go apart from its competitors. The photography and graphics also support this high-intensity tone.

The new identity refresh was first deployed with ads on Instagram using Rauda Solid as a unique and vibrant alternate headline typeface.

Site Strategy

The first step in redesigning the site was to learn about the users and develop user profiles. Then go through user feedback interviews, create open codes and thematic clusters to search for pain points, joy points, and other considerations.

After sketching and wireframing I needed to find a way to incorporate the new branding while also respecting the usability of the site.

Site Discovery

I learned that most users used the mobile site for news, and then watched games by casting the live video to their TVs. Users liked the existing easy-to-use interface, although they felt the search results were hard to sift through. Multiple users requested a notification feature to alert them of upcoming games.

Solution

To solve the “results were hard to sift through” problem I recommended that the results should automatically display the users' favorite teams first, then the user can choose to filter by other criteria.

To solve the “no notification feature” problem, I added notifications! When a user is browsing in the Upcoming section they can quickly click on the notification icon on the video and the notification will be set. Notification settings and upcoming events can be accessed at any time from the top menu. A watch app was proposed so that users can also be notified on their watch and have the ability to keep up with a live game when they aren’t able to watch the stream.

The new branding was incorporated with the splash screen, color palette, and typography. Special attention was paid to legibility, incorporating Go’s existing display font Poppins with the highly legible IBM Plex Sans. A design system build with atomic design principles was created for consistency of the continued development of the site.