Executive Overview

DSPORT grew from sports journalism and long-term involvement with professional sport coverage.

The platform was shaped by years of editorial work where accuracy, context, and responsibility mattered. Sport was treated as a discipline with rules, progression, and consequences. This perspective informed every product decision from the start.

DSPORT exists to present sports content with clarity and continuity. The product supports readers who value reliable reporting, structured information, and consistent experience across devices.

I was responsible for product UX, research, and brand execution, covering the work from early discovery through delivery and handoff. UX and brand were designed as one system, guided by the same editorial standards.

Design Doctrine

Design doctrine used for DSPORT

• Truth requires structure

• Structure creates trust

• Trust supports long-term use

• Focus improves comprehension

• Every element must earn its place

This doctrine guided product, UX, and brand decisions throughout the project.

Context and Initial State

When the project started, the situation was undefined.

The editorial team consisted of experienced journalists with strong domain knowledge and high credibility. Product structure, technical planning, and business framing were still forming.

There was no validated app concept, no defined feature scope, and no clear user journey. The goal was to build a digital product that matched the editorial quality and audience trust already established through media channels.

This required product thinking alongside design execution.

My Role and Responsibilities

I worked across multiple roles during the project lifecycle.

Responsibilities included:

• User research and discovery

• Product definition and flow design

• Wireframing and interaction modeling

• High-fidelity UI design

• User testing and iteration

• Handoff and collaboration with external developers

This involved operating across product ownership and product design, keeping decisions aligned with editorial values and user needs.

The work reflects my approach through TrueForm, where clarity, system thinking, and responsibility guide design decisions.

Discovery and Research

1:1 Interviews

Sixteen in-depth interviews were conducted during discovery.

Participants represented core audience segments with strong engagement in sports content. Interviews focused on reading behavior, device usage, content priorities, and trust signals.

Key insights included:

• Preference for structured articles over fragmented feeds

• Strong sensitivity to misleading headlines

• Expectation for predictable navigation

• High importance of live scores and match context

These insights shaped both information architecture and content hierarchy.

Email Survey

An email survey gathered 12,999 responses from 18,215 starts, with a 66.5 percent completion rate and an average completion time of 11 minutes.

The response volume confirmed strong audience involvement and willingness to contribute to product shaping.

Survey data supported decisions around:

• Content prioritization

• Feature relevance

• Platform expectations across mobile and desktop

Competitor Analysis

Competitor platforms were reviewed across content structure, monetization patterns, and navigation models.

Findings showed heavy reliance on feed-driven layouts, inconsistent hierarchy, and limited support for focused reading. These observations reinforced the need for a calmer, structured approach.

Product Definition and Information Architecture

Defining Core Functionality

Product functionality was defined through editorial logic rather than feature accumulation.

Core areas included:

• News and analysis

• Match coverage and live scores

• Team and competition context

• User profiles and preferences

Each section followed consistent hierarchy and predictable behavior.

Information Architecture

Navigation was designed to reduce hesitation and maintain orientation.

Key characteristics:

• Clear entry points

• Stable navigation patterns

• Minimal branching paths

Users could always understand where they were and what followed next.

Wireframing and UX Structure

Wireframes focused on flow clarity and reading rhythm.

Screens were designed to support:

• Fast orientation

• Progressive disclosure

• Clear content hierarchy

Layouts prioritized comprehension over density. Repetition was used intentionally to build familiarity.

Visual Design and Brand Execution

The brand identity functions as part of the UX system.

It reinforces credibility and composure through typography, spacing, color, and motion. Visual decisions serve comprehension and hierarchy. The visual system was restrained and functional.

Design decisions emphasized:

• Readable typography with strong hierarchy

• Controlled color usage to guide attention

• Layouts that support scanning and deep reading

Brand execution reinforced editorial credibility and consistency across platforms.

User Testing and Iteration

Seven user testing sessions validated core flows and content structure.

Feedback was collected, analyzed, and incorporated into refinements across navigation, typography, and interaction behavior.

Testing confirmed improved orientation speed and reduced confusion during content discovery.

Video and Live Stream Insights

Research showed strong demand for video and live match coverage.

During interviews and survey responses, users repeatedly pointed to video as a key part of how they follow sport. Live streams, match highlights, and contextual video content were seen as essential for staying connected to events as they unfold.

Key insights from research:

• Users expect quick access to live scores paired with video context

• Long videos are consumed selectively around important moments

• Short clips support understanding during live events

• Video needs clear placement and predictable behavior

These insights influenced both layout and content prioritization.

Video content was treated as part of the editorial system rather than a separate media layer. Placement followed the same hierarchy rules as articles and live scores. The goal was to support understanding during key moments without disrupting reading flow.

This approach ensured video enhanced the experience while preserving focus and structure.

Delivery, Handoff, and Ongoing Work

Final adjustments were completed before handoff.

Documentation supported external development teams and ensured consistency during implementation. Tracking and iteration continued after release.

The platform remains in active use and development.

Impact and Results

The product reached significant audience scale:

• 205,000 followers across channels

• 20,000+ app installs

• Strong mobile-first usage patterns

• High direct traffic, indicating trust and repeat use

These outcomes reflect alignment between editorial integrity, product structure, and user needs.

What This Project Represents

This project demonstrates a design approach grounded in responsibility.

• UX operates as a system

• Brand supports comprehension

• Structure protects trust

DSPORT represents a commitment to clarity, discipline, and long-term value in sports media.

Final Reflection

Design earns trust through consistency.

When product, UX, and editorial values align, platforms remain stable as they grow. That principle guided every decision in this work.