As part of our Human-Centered Design Experience Studio we worked with theScore, a mobile-first sports media company based out of Toronto, Canada
Team Members: Alaina Creager, Elizabeth Finley, Joe Hoggat, Nick Gould
Problem statement: theScore needs to understand why users are not sharing content and develop a strategy to increase the use of its application.
theScore was able to provide us some statistics on the current usage of the sharing functionality within their iOS application.
63% of users close the share model and cancel/close it without sharing
29% of shares are over SMS text messaging
3% are to external applications (Twitter, email, etc.)
Objective: Analyze not only theScore's app, but also their competitors. This gave us insight into industry standards and existing solutions to the problem.
Analysis: We discovered four major focus areas to research more:
During the competitive analysis, the team noticed a lack of link previews within iMessage for only theScore app. Looking at the source code of theScore.com, I realized that theScore was using the Open Graph Protocol to create these previews, of which was coded correctly.
On further research, I learned that iMessage is unique in the fact that if more than one link is in the message, iMessage will not show a link preview because it does not know what link to show the preview for. Other messaging applications such as Facebook Messenger will choose the first link in the message to show a preview for.
We decided to test this by sending a message with one only one link. In this case, iMessage showed a link preview. However, when we sent the same message with two links, it did not show a preview.
When relaying this to our sponsor at theScore, we learned that this was an issue they had noticed, but had never found out the reason why.
We conducted a literature review to try to understand the psychology of sharing more. We wanted to learn why users want to share and to whom they want to share to. By better understanding their intent, we could work to design an interface that accommodated their wants and needs.
When designing our testing, we hoped to find:
theScore's action buttons within the feed were all white icons for messaging, facebook, twitter, and the iOS share sheet. We tested the shapes of these icons to determine if changing the shape of the icon would influence users' behavior.
theScore's action buttons within the feed were all white icons for messaging, facebook, twitter, and the iOS share sheet. We tested the colors of these icons to determine if changing the color of the icon would influence users' behavior.
One major influence on this testing was accessibility. During our research, we found 1/12 men are colorblind. Men being the target audience of theScore, we kept this in mind when making color choices.
We found that the users preferred filled in buttons with rounded corners. The described these buttons as welcoming, smooth, and comfortable.
theScore uses the iOS share sheet icon for external sharing, however our research showed that the share sheet confusing to many, and users don't understand what the icon stands for. We decided to test what icon would be best by conducting preference testing with multiple share icons; some made by us, others, icons that are already used in other apps.
We found that 63% of users ranked the word "Share" as the most understandable icons for sharing, and only 43% of users ranked the iOS share sheet icon as the second most understandable icon.
We conducted interviews with users to ask them about their habits using sports news applications and their social media habits. We also had the users interact with theScore and their primary competitor, ESPN. We conducted preference testing on the two news feeds.
We had users try to complete a few sharing tasks with both theScore and their primary competition, ESPN. We then analyzed each user's task flow, the time on task, and possible rationale for their behaviors.
We also conducted multistage preference testing with different styles of images. We hoped to determine if users, either consciously or subconsciously interacted more with specific style of images.
We found that the style of the image was minor when compared to the content of the image.
We developed three personas based on our target audience:
theScore's users need sharing to be quick, intuitive, compelling, and attractive.
This can be accomplished by:
With these new goals in mind, we revisited other applications looking for unique sharing taskflows that we found matched our new goals. Specifically, Spotify, Instagram, Pinterest, and Vogue offered some interesting sharing processes.
Individually, the team worked to develop UI sharing ideas for theScore app. We then came together to refine them into multiple different prototypes.
We used Adobe XD to develop our sketching ideas into interactive prototypes we could use for testing. We developed 3 prototypes: 2 different taskflows for sharing from the news feed, and 1 new way of sharing from inside an article
We asked users to complete a set of tasks with each prototype as well as the current theScore app:
We randomized the order of the tasks from each user and recorded time-on-task, audio recorded their sessions, and had an exit interview with each participant in which we asked about their likes/dislikes of each prototype/app.
Another round of A/B testing, the in-article prototype was tested against the current theScore app. We recorded time-on-task, audio recorded their sessions, and had an exit interview with each participant in which we asked about their likes/dislikes of each prototype/app.
Our findings led us to a list of design recommendations for theScore to increase the sharing of their articles inside their application: