Create a revolutionary new digital ecosystem for the UFC.
724 Screens Designed in Total
Role
Design Lead
Studio
Fantasy Interactive
Defining a new generation of sports consumption is no easy feat. With all sports channels having the same overcrowded news-feed vibe, UFC tasked us with the opportunity stand out. We also knew fighters were the gateway drug to UFC. To do so, we elevated athletes as both content creators and connection creators, helping fans see UFC as part of their culture, in and out of the octagon.
There is a huge market of sports fans that are already purchasing content for other sports. To better attract that audience, we need to generate content that’s in rhythm with both their behavior and UFC events to keep our audience growing outside our walls.
Phase One:
Stakeholder Interviews &
Defining the Strategy
KEY FINDING
How do we double UFC’s audience to reach the next 270 million fans?
Prove that the UFC is much bigger than the Octagon.
01.
Humanize the athletes
This is about the bodies, the backstories, the skills and the attitude. How we connect with athletes who come from places just like us, but have something nothing like us.
02.
Glorify the events
This is the emotional and the expository. Talking up the significance of the location, what the fighters have at stake, the bigger story.
03.
Reveal the secrets to fans
These are the stories that only UFC can tell. When the cameras keep rolling, or the champ reveals what life’s since losing the belt.
04.
Present live data like never before
We can work closely with the team at UFC to put a stunning visual interface layer on top of their live event data for a powerful mobile experience.
Phase Two:
Evaluating Data &
Designing the User Experience
FindingS & SITEMAP
The deductions from the stakeholder interview were validated in the user data. Based on the numbers, the aim of the experience must increase the already existing audience’s knowledge of the sport as well as their independent interest through the story of the athletes.
Key Decisions
01
Fighters are the gateway drug, not the UFC.
Define a content strategy specific to fighters in order to drive audience reach, not revenue growth.
02
Be above the fight.
Develop a content strategy that focuses on audiences developing an affinity towards multiple fighters as well as the UFC culture.
03
Fight Pass isn’t enough, it needs more.
Look into features and functionality that can enhance customer acquisition, empower the second screen experience, and build a roadmap for the future business model of UFC.
04
Connect your fans to something bigger.
Concept user generated experiences that promote UGC, sharing, and help shape the future of UFC.
