Digital Tournament Experience for Cricket World Cup 2019

1. Project Goals

My goal was to lead the design on a new web and native app experience for the ICC Cricket World Cup 2019. These new digital properties had to be designed in a scalable and adaptable way for future projects. The purpose for this website was to engage Cricket fans by building excitement during the build up of the Cricket World Cup and also to act as a hub for all the scores, stats, and content during the tournament.

A goal was set by the ICC to improve user engagement across web and app platforms by focusing on video engagement and gamification such as video voting, games and quizzes.

2. Design Process

• Created a consistent design system to create a reusable and adaptable base for future projects.
• Conducted user research on prototypes to influence design and product decisions.
• Designed fan engagement pieces across web and native app, such as video voting, quiz, score predictors, and greatest player selectors, to improve user engagement and video views.
• Designed new video features to improve video engagement.
• Collaborated with internal and external stakeholders, project managers and engineers throughout the project.

3. Results

Websites and apps were launched on time even with a very tight timescale and hard deadlines. The app was the number one on app stores during the CWC 2019. The design system created has already been used for the latest ICC T20 event (in 2020) which has substantially saved on design and dev time and effort.

All goals and metrics were met and exceeded, with the tournament gaining record-breaking levels of fan engagement across ICC digital platforms and social media channels.

• There were over 75 million unique users across website and app.
• 824 million page / screen views across website and app.
• Video content across ICC digital platforms delivered over 3.5 billion views.