I worked in a team of 9 to solve the problem of low adoption of the 15SOF feature on the Pistons app. Initially a marketing project, I strongly advocated for a UX-centered approach which has been traditionally overlooked. With 15SOF's Product and Engineering teams, I led two design iterations that delivered measurable improvements. Due to NDA restrictions, this case study only shows selected data.
How might we find the root cause of low adoption and tackle it?
I lead the team to conduct over 40 usability tests and two iterations that resulted in 10% increase in conversion.
Lead UX Designer
Jan 2024 - Apr 2024
Kiana Weber, UXD
Aidan Dove, UXR
Jonas Schuman, UXR
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.
3 times more people check in at Pistons games post-Iteration 2, confirming that design improvements resolved key frustrations.
Ever spotted yourself on the jumbotron in a stadium? Whether it's a kiss cam moment, a celebrity look-alike, or a dance battle—these big-screen moments are priceless. But we've all been there: by the time you grab your phone, the moment's gone. The app captures fleeting moments on the big screen - make sure they are never missed.
Users love the idea of 15SOF—so why isn’t adoption higher? Research shows enthusiasm for 'big-screen moments,' yet the app struggles to convert interest into usage.
The client’s assumption was straightforward: low adoption was an awareness issue—if fans didn’t know about the feature, they wouldn’t use it. Naturally, the team was ready to double down on marketing—but what if UX was the real blocker?
To test my hypothesis and convince the team to invest in UX, I initiated a series of informal usability tests. I heard repeated complaints and confusions from these informal tests. It quickly became clear there were some patterns emerging.
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. However, with evidence of user pain points, I ultimately won support from both team members and stakeholders. From there, we restructured into two workstreams—marketing and UX.
To really understand the root cause of low adoption, we took a mixed-methods approach, starting with a quantitative data analysis to set the stage for deeper qualitative insights.
To confirm the hypotheses and gain a deeper understanding of user behavior, we conducted 41 usability tests and three field studies at Pistons games. By cross-referencing data insights with user feedback, we pinpointed key pain points and prioritized improvements to the onboarding experience.
Gathered insights through structured testing of onboarding and check-in user flows.
Observed user behavior with 20+ participants during live Pistons games.
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 – 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 investigating—even 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 – 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 it—not just for the project's success, but for building trust with the team. Sometimes the scariest conversations lead to the most meaningful changes.
