UX Designer - Usability Testing, Field Research, User Flows
15 Seconds of Fame
Kiana Weber, UX & Visual Design
Aidan Dove, User Research
Jonas Schuman, User Research
Iwan Evans
Regina Urrutia
Amanda Mackey
Ethan Lee
Jack Long
Jan 2024 - Apr 2024
The main focus of this project was to increase adoption for 15 Seconds of Fame (15SOF), an app that delivers fan moment videos.
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While 15SOF operates both as a standalone platform and within various team apps, this project specifically focused on its integration with the Detroit Pistons app.
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Initially, the team prioritized marketing-driven solutions based on the companyâs traditional strategy. I advocated for a UX-centered approach, which resulted in the division of our team into marketing and UX workstreams that collaborated closely throughout the project. Through over 40 usability tests and three field runs at Pistons games, we uncovered critical pain points that had previously been overlooked.
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In partnership with 15SOFâs product and UX teams, we implemented two iterations of design improvements, resulting in a 10% increase in follow-through rate.
Refined the design through two cycles of testing and iteration, leading to measurable improvements.
Boosted follow-through rate, demonstrating the impact of user-centered design changes.
Ever spotted yourself on the jumbotron in a stadium? Whether it's a kiss cam moment, a celebrity look-alike, or a dance battleâthese big-screen moments are priceless. But we've all been there: by the time you grab your phone, the moment's gone.
This is where 15 Seconds of Fame comes in. The app captures fleeting moments on the big screen, ensuring they arenât missed. By registering, uploading a selfie, and checking in to the game, fans who appear on the big screen receive their special moment directly on their phones after the game.
The 15SOF app is integrated into many sports platforms, including the Detroit Pistons app. Despite user research showing strong interest, both the native app and team integrations struggle with low adoption. So what's preventing users from using the app?
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The clientâs assumption was straightforward: low adoption was an awareness issueâif fans didnât know about the feature, they wouldnât use it. To address this, the client had consistently invested in promotions, especially social media campaigns.
Naturally, the team was ready to double down on marketing. However, to challenge our assumptions, I initiated a series of informal usability tests, which uncovered a more fundamental issueâthe UX. I heard numerous repeated complaints and confusions from potential users. It quickly became clear there was a pattern emerging.
Wait...what if awareness is only half the storyâperhaps the user experience needed attention too.
Based on my usability test findings and hypothesis, I began advocating for a parallel focus on UX improvements.
The idea initially met resistance as most team members came from business backgrounds and were unfamiliar with UX. To gain support, I compiled patterns from the usability tests, presented examples of users struggles, and walked the team through how systematic UX improvements could complement our marketing efforts.
This approach ultimately won support from both team members and stakeholders. From there, we restructured into two workstreamsâmarketing and UX.
Our research followed two cycles of usability testing and Pistons game observations. We analyzed findings and iterated between cycles to understand both controlled and real-world usage patterns.
Gathered insights through structured testing to identify pain points and refine solutions.
Observed user behavior at Pistons games and validated usability test findings with 20+ participants in the stadium.
Recruited sports fans across age groups who had attended at least one live sporting event in the past year
Conducted testing in a controlled environment with 15- to 20-minute sessions.
Asked users to complete three main user flows:
1) Locate 15sof in the Pistons app
2) register an account
3) check-in to a game that they will be attending
Observed natural fan behavior: phone usage patterns, activities during breaks, and responses to 15SOF jumbotron ads
Conducted in-stadium testing with 20+ participants completing the same workflows
Documented real-world challenges (e.g., limited signal in the stadium, dim lighting for selfies) and opportunities (e.g., kids frequently appearing on the jumbotronâpotential for family accounts, high phone usage during breaks).
Users struggle to locate the feature within the Pistons' app
Entry point lacks visibility and clear signposting
Added prominent banner text to highlight feature entry point
Enhanced visual hierarchy
Login process is unnecessarily lengthy
Users abandon the process before completion due to multiple steps
Selfie upload requirement creates trust barriers
Reduced number of login steps
Implemented progress bar to set clear expectations
Added clear explanations about data usage
Post-login experience lacks clear direction
Users uncertain about next steps after signing in
Added action-promoting banner text post-login
Implemented clear call-to-action elements
Users uncertain if their actions were successful
No clear confirmation after check-in process
Added dedicated feedback page after successful check-in
Created clear success states
Implemented status notifications
What began as a marketing challenge evolved into a valuable lesson about questioning initial assumptions. While the team's instinct to boost awareness wasn't wrong, it wasn't the complete picture. This experience taught me that sometimes the most obvious solution isn't the only answer â and that's okay. By taking a step back and looking at the problem from multiple angles, we discovered opportunities we might have missed.
When something doesn't feel quite right, it's worth investigatingâeven if it means challenging the current direction.The power of informal usability testing proved this point perfectly. With just a few quick tests, I was able to uncover insights that shifted the team's approach. It reminded me that sometimes the best insights don't require elaborate research setups â they just need us to watch and listen to real users. A simple "let's just test this" moment led to a complete transformation in how we approached the problem.
Speaking up was definitely not easy for me. Challenging the status quo and presenting an unpopular perspective to a room full of people with more business expertise and experience was intimidating. But I learned that when you back your convictions with real user insights, even uncomfortable conversations become opportunities. The initial friction of suggesting a new direction was worth itânot just for the project's success, but for building trust with the team. Sometimes the scariest conversations lead to the most meaningful changes.
