J
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Pre-Match
Live Activity
on iOS
During IPL 2024, we initiated Phase 1 of a live activity proof of concept on iOS. This phase leveraged current capabilities with silent push notifications and focused on user engagement before match start time.
My responsibilities included defining the problem statement, collaborating on the product strategy and success metrics, and hands-on designing to deliver the end-to-end design solution.
The following project has been modified and reduced in detail to honour the NDA and confidentiality agreement with Sporta Technologies Pvt. Ltd.
VISION AND STRATEGY
Problem Statement:
Users often miss out on relevant and important information and updates both before and after the start of matches and the contests they have joined.
To enhance reach and ensure user communication is both effective and relevant, live notifications are envisioned to be a cornerstone of our strategy.
We decided to approach this in two phases:
Available before 30min from start of the match.
Phase 1
Phase 2
Live Match Experience with ability to track multiple matches and teams
To test feasibility and the concept, we decided to experiment live activity during IPL and T20 World Cup 2024.
OBJECTIVES OF THE EXPERIMENT
For early and efficient release of the experiment we decided to reduce complexity and decided to run it only one match at a time. If successful we would make it scalable to handle multiple matches at the same time.
Experiment Was Aimed At:
Success Criterias:
-
Testing integration with the current backend system and CleverTap
-
Evaluating scalability and latency
-
System limitations and behaviour on iOS for Dream11's use cases
-
Increase in CTR when compared to normal Push Notifications (PNs)
-
Increase in Contest Joins
-
Earlier Team Edits compared to PNs
-
More Team Edits post lineup announcement
Guardrail:
-
No increase in un-subscriptions
DESIGN APPROACH
To achieve the objectives we defined the following design goals:
1
Stand Out Visually Amongst Clutter
Text lineup push notifications often get overlooked in the busy notification tray.
2
Emphasize Deadline and Urgency
Enable users to quickly see the upcoming match deadline and the remaining time to edit their teams at a glance.
3
Provide Competitive Advantage
Dream11 notifications often blend in with competitors' messages, failing to capture user attention.
The designs were explored considering the following principles to provide a good user experience, keeping User First ethos in mind:
Do not make designs distracting or intrusive as users might have other activities and ongoing tasks, therefore use muted colours as much as possible
Since live activities stay for longer durations and consume battery, only necessary design elements to be used
Provide Clear Signals - Use animation and motion only when necessary to highlight the most critical information.
Enhance Efficiency and Scanning - for info across all states through clear grouping and structure
Reduce Cognitive Load - Ensure consistency across all states, such as the locked screen and expanded dynamic island, to help users quickly find relevant information.
Provide Clarity of Action - Provide clear, efficient and contextual actions/CTAs at all relevant states
ANATOMY
We identified and prioritised the following components:
MATCH INFO
Match info like team names, marquee players and team flags/logos
BRANDING
Branding elements for brand recall
DYNAMIC MESSAGING
Use dynamic messaging to convey important information
TIMER + STATUS BAR
Progress bar and timer to create a sense of urgency and display statuses
CTA / NUDGE
Direct users to the most relevant screen based on context/time
Locked Screen
Dynamic Messaging
Ticker with multiple message/info thread
Marquee Player
Team Logo/Flag
Team Name
Timer + Status Bar
Timer, Progress Bar and Match Status
Branding
Team Section
Flag/Logo + Marquee Player + Team Name
CTA
Contextual to Match Status and Info
Team Flag when Marquee Players Are Unvailable
Timer + Status Bar
Progress Bar Start Point
Post Lineups Announcement
Red to Signify Urgency
Live Match
Dynamic Island - Expanded
Watermark for
branding
Dynamic Messaging
For this POC, the expanded Dynamic Island mirrors the information and structure of the lock screen.
In Phase 2, it will display more detailed information, especially during live matches.
Team Section
Flag/Logo + Marquee Player + Team Name
CTA
Contextual to Status and Info
Timer + Status Bar
Timer, Progress Bar and Match Status
Dynamic Island - Collapsed
Timer + Status Bar
Timer + Status Bar
Timer, Progress Bar and Match Status
Leading Icon
Used for brand recall
Branding + Dynamic Messaging
Ticker with branding, match and status info
PROTOTYPE
Dynamic Island
Locked Screen
The following milestones/statuses were designed for:
30min
Before Match
Toss Done
Lineups
Announced
Match Delayed
In Progress
(Match Start)
IMPACT
The experiment gave positive results:
Better retention at match on match level
Increased and early team edits. This has led to less teams with non announced players and therefore better teams.
Increase in contest joins between last 30min and lineups announcement
The experiment was deemed a success and we decided to move to complete Phase 1 and subsequently move to Phase 2.
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