Cross-platform gamified fan experience
Role
Senior UX Designer
Team
Lead product designer
UI Designer
Product manager
Timeline
3 weeks
Skills
Gamification
UX Design
Cross-platform experiences
Brief
A tech-first experiment exploring cross-platform play-along experiences for live golf
This project explored how immersive, second-screen experiences could enhance live golf broadcasts through a lightweight, prediction-based game. The underlying technology had already been defined, and the focus was on shaping a usable, engaging experience across TV and mobile.
Viewers could scan a QR code on their TV, join a web app on their phone, and predict where a golfer’s shot would land by placing a pin on a map — a form of “soft betting” designed to test engagement without the risks of real wagering.
My contribution focused on defining key UX journeys and interaction logic within pre-set technical constraints.
Brief
Desigining meaningful interaction in a short window without disrupting live sport
The experience needed to work in moments where:
Users’ primary attention was on the live broadcast
Interaction windows were extremely short
Input needed to be fast, forgiving, and intuitive
Additional challenges included:
Making the game accessible to novices
Supporting shared, household-level play without personal logins
Keeping TV and mobile experiences in sync in real time
The challenge was less about visual design and more about timing, clarity, and attention management.
My role in the project
I supported the UX thinking of the entire concept, but took particular ownership of the household leaderboard logic, prediction interaction, and defining how users would stay engaged & recognise progression.
Design process
Moving users from TV to phone without breaking immersion
A core focus was designing seamless handoff between devices.
We explored how users could:
Scan a QR code on TV at the right moment
Join the game quickly on mobile
Create or select a lightweight profile
By verifying the Sky subscription via the TV, multiple household members could join without individual accounts — allowing participation without friction or personal data entry.
Household play & leaderboards
Because households often share a single Sky account, traditional account-based leaderboards weren’t appropriate.
We designed a model where:
Each household had a unique QR code
Multiple players could create profiles under one household
All participants appeared together on a shared leaderboard
Device recognition logic (such as IP association) helped maintain continuity without requiring explicit sign-in.
Exploring interaction options
The way in which the user places their prediction is the core essence of the game, so this needed to be designed with the consideration that users wouldn't have much time, and need to feel empowered by the game to continue playing.
Game mechanics & scoring
A key UX challenge was ensuring the game felt rewarding even for users with limited golf knowledge.
We explored:
How predictions should be made (free-form vs constrained interactions)
How users move between players and shots
How scoring is calculated and visualised
The goal was to balance:
Speed of interaction
Clarity of feedback
A sense of fairness and progression
Scoring was designed to reward proximity and participation, helping novices feel successful while still allowing differentiation between players.
Timing & attention management
Given the nature of live golf, users shouldn’t need to watch their phone constantly.
We explored:
Audible cues to signal when a new play-along moment was available
Mirroring key game UI within the TV sidebar
Clear visual signals for when the game was live, locked, or complete
This allowed users to stay engaged with the broadcast while still participating in the game at the right moments.
Outcome
XYZ
The experience has now moved into internal staff trials, where gameplay, timing, and cross-platform behaviours are being tested in live broadcast conditions.
Feedback from this phase will inform:
Scoring adjustments
Interaction refinements
Decisions around scalability and wider rollout
Reflection
XYZ
Designing within constraint and contributing value in tech-led initiatives
This project reinforced the importance of strong UX thinking even when design ownership is partial and technical decisions are already set.
Key learnings included:
Designing effective experiences within tight time windows
Supporting shared, household-based interaction models
Managing attention across devices
Contributing UX value in experimental, tech-first environments
While scoped, the work played an important role in shaping how complex cross-platform concepts translate into usable experiences.
Testimonial
"She quickly and seamlessly joined a challenging project, immediately delivering value and important perspective. She brought not only her domain knowledge to the team, but also her UX skills. She's great at popping her head up above a project and looking at things that have been overlooked, be it an edge case that was missed or a feature that needed to be more thought through."
- Lead Product Designer