The Future of Fandom – Insights that Transform SPORT1
The Future of Fandom – Insights that Transform SPORT1
Case Study - User Research “Sportfans”
Case Study - User Research “Sportfans”
Josef Bley
Josef Bley
Josef Bley
Josef Bley
This case study is based on comprehensive user research I conducted for SPORT1 GmbH. The aim of the study was to understand which types of sports fans use the existing SPORT1 offering, where challenges or usage barriers currently arise, how the company can attract new target groups—especially younger audiences—and which sports should be given greater focus in the future.
This case study is based on comprehensive user research I conducted for SPORT1 GmbH. The aim of the study was to understand which types of sports fans use the existing SPORT1 offering, where challenges or usage barriers currently arise, how the company can attract new target groups—especially younger audiences—and which sports should be given greater focus in the future.
Problem:
Veraltete Personas und Zielgruppendefinitionen führten zu einem unklaren Nutzerverständnis und einer schwachen strategischen Ausrichtung
Approach:
Durchführung qualitativer und quantitativer Untersuchungen, darunter Umfragen und Fokusgruppen, um die aktuellen Bedürfnisse und Verhaltensweisen der Nutzer zu ermitteln
Impact:
Es wurden aktualisierte Personas und umsetzbare Erkenntnisse erarbeitet, die eine klarere Entscheidungsfindung und eine gezieltere Weiterentwicklung des Sportangebots ermöglichen
Problem:
Veraltete Personas und Zielgruppendefinitionen führten zu einem unklaren Nutzerverständnis und einer schwachen strategischen Ausrichtung
Approach:
Durchführung qualitativer und quantitativer Untersuchungen, darunter Umfragen und Fokusgruppen, um die aktuellen Bedürfnisse und Verhaltensweisen der Nutzer zu ermitteln
Impact:
Es wurden aktualisierte Personas und umsetzbare Erkenntnisse erarbeitet, die eine klarere Entscheidungsfindung und eine gezieltere Weiterentwicklung des Sportangebots ermöglichen
Problem:
Veraltete Personas und Zielgruppendefinitionen führten zu einem unklaren Nutzerverständnis und einer schwachen strategischen Ausrichtung
Approach:
Durchführung qualitativer und quantitativer Untersuchungen, darunter Umfragen und Fokusgruppen, um die aktuellen Bedürfnisse und Verhaltensweisen der Nutzer zu ermitteln
Impact:
Es wurden aktualisierte Personas und umsetzbare Erkenntnisse erarbeitet, die eine klarere Entscheidungsfindung und eine gezieltere Weiterentwicklung des Sportangebots ermöglichen
Problem:
Veraltete Personas und Zielgruppendefinitionen führten zu einem unklaren Nutzerverständnis und einer schwachen strategischen Ausrichtung
Approach:
Durchführung qualitativer und quantitativer Untersuchungen, darunter Umfragen und Fokusgruppen, um die aktuellen Bedürfnisse und Verhaltensweisen der Nutzer zu ermitteln
Impact:
Es wurden aktualisierte Personas und umsetzbare Erkenntnisse erarbeitet, die eine klarere Entscheidungsfindung und eine gezieltere Weiterentwicklung des Sportangebots ermöglichen
Problem:
Veraltete Personas und Zielgruppendefinitionen führten zu einem unklaren Nutzerverständnis und einer schwachen strategischen Ausrichtung
Approach:
Durchführung qualitativer und quantitativer Untersuchungen, darunter Umfragen und Fokusgruppen, um die aktuellen Bedürfnisse und Verhaltensweisen der Nutzer zu ermitteln
Impact:
Es wurden aktualisierte Personas und umsetzbare Erkenntnisse erarbeitet, die eine klarere Entscheidungsfindung und eine gezieltere Weiterentwicklung des Sportangebots ermöglichen
Problem:
Veraltete Personas und Zielgruppendefinitionen führten zu einem unklaren Nutzerverständnis und einer schwachen strategischen Ausrichtung
Approach:
Durchführung qualitativer und quantitativer Untersuchungen, darunter Umfragen und Fokusgruppen, um die aktuellen Bedürfnisse und Verhaltensweisen der Nutzer zu ermitteln
Impact:
Es wurden aktualisierte Personas und umsetzbare Erkenntnisse erarbeitet, die eine klarere Entscheidungsfindung und eine gezieltere Weiterentwicklung des Sportangebots ermöglichen
Industry:
Industry:
UX Research and Brand Strategy
UX Research and Brand Strategy
Company:
Company:
SPORT1 GmbH
SPORT1 GmbH
Core Challenge
Core Challenge
Sport-specific survey design
Sport-specific survey design
Identification of pain points and strategic opportunities
Identification of pain points and strategic opportunities
Formulating concrete recommendations for product, brand, and content strategy
Formulating concrete recommendations for product, brand, and content strategy
My role
My role
Planning & Concept Development - I create research that truly delivers impact
Planning & Concept Development - I create research that truly delivers impact
Implementation & Execution – From Idea to Survey Launch
Implementation & Execution – From Idea to Survey Launch
Analysis & Synthesis – A Strategic Deep Dive
Analysis & Synthesis – A Strategic Deep Dive
Skills
Skills
Human-Centred Survey Architecture
Human-Centred Survey Architecture
Smart Distribution Design
Smart Distribution Design
Pain Point Radar
Pain Point Radar
Insight-Driven Storytelling
Insight-Driven Storytelling
Strategic Impact Translation
Strategic Impact Translation
Survey Structure & Objectives
Survey Structure & Objectives
Demographic information (age, gender, etc.)
Demographic information (age, gender, etc.)
How did you come across the survey? (e.g. via social media)
How did you come across the survey? (e.g. via social media)
How do fans experience their sport? (e.g. live on TV)
How do fans experience their sport? (e.g. live on TV)
Which competitions and events are relevant in the sport?
Which competitions and events are relevant in the sport?
Which information is relevant before, during, and after a game?
Which information is relevant before, during, and after a game?
Which platforms do fans use to get information?
Which platforms do fans use to get information?
How do fans think they will continue following their sport in the future?
How do fans think they will continue following their sport in the future?
Which other sports and competitions are being followed?
Which other sports and competitions are being followed?
Optional additional questions, tailored to the specific sport
Optional additional questions, tailored to the specific sport
01
01
Research
Research
Inventory analysis
Inventory analysis
Review of the outdated personas at SPORT1 GmbH
Review of the outdated personas at SPORT1 GmbH
Assessment of existing insights, user segments, and relevance for current target audiences
Assessment of existing insights, user segments, and relevance for current target audiences
Internal expert interviews with employees of SPORT1 GmbH
Internal expert interviews with employees of SPORT1 GmbH
Methodology
Methodology
Qualitative & quantitative questionnaire, based on:
Qualitative & quantitative questionnaire, based on:
platforms used to enhance the sports experience
platforms used to enhance the sports experience
Relevant information depending on timing (before/during/after a match
Relevant information depending on timing (before/during/after a match
Fans' Feedback & Improvement Suggestions
Fans' Feedback & Improvement Suggestions
Understanding fans is the game-changer. Those who truly understand the fans don’t just play along — they shape the match. Up-to-date insights for each sport generate vivid personas — and drive SPORT1 toward a strategy that is just as dynamic as the fans themselves.
Understanding fans is the game-changer. Those who truly understand the fans don’t just play along — they shape the match. Up-to-date insights for each sport generate vivid personas — and drive SPORT1 toward a strategy that is just as dynamic as the fans themselves.
02
02
Digitalisation
Digitalisation
Implementation
Implementation
Technical implementation in SurveyMonkey
Technical implementation in SurveyMonkey
Content, logic and structure digitally mapped
Content, logic and structure digitally mapped
Internal Testing
Internal Testing
Verified correct question branching
Verified correct question branching
Personalized questions evaluated for each sport
Personalized questions evaluated for each sport
Comprehensibility & UX tested with participants
Comprehensibility & UX tested with participants
03
03
Survey Design
Survey Design
Launch
Launch
Website Integration via AB Tasty
Website Integration via AB Tasty
Integration into the SPORT1 app (in coordination with the development team) & social media posts
Integration into the SPORT1 app (in coordination with the development team) & social media posts
Monitoring
Monitoring
Participation Rate & Data Quality Monitored
Participation Rate & Data Quality Monitored
Ensuring representative fan distribution
Ensuring representative fan distribution
04
04
Analysis & Results
Analysis & Results
Analysis & Results
Fan Insights
Fan Insights
In-depth analysis of all sports
In-depth analysis of all sports
Clustering by Interests, Pain Points, and Behavioural Patterns
Clustering by Interests, Pain Points, and Behavioural Patterns
Significant differences are visible between casual and hardcore fans, as well as between younger and older fans.
Significant differences are visible between casual and hardcore fans, as well as between younger and older fans.
Visual presentation of insights
Visual presentation of insights
Strategic Recommendations
Strategic Recommendations
Prioritizing Relevant Sports
Prioritizing Relevant Sports
Recommendations for Content & Programme Strategies
Recommendations for Content & Programme Strategies
Illustrative excerpt from my various target audience analysis reports for SPORT1 (example: motorsport fans and the Olympics)
Learnings & Conclusion
The manual analysis was intensive, but extremely valuable – especially for one goal: to analyse faster, smarter, and more data-driven in the future.
For SPORT1, this results in a clear strategic mandate:
The manual analysis was intensive, but extremely valuable – especially for one goal: to analyse faster, smarter, and more data-driven in the future.
For SPORT1, this results in a clear strategic mandate:
A flexible, sport-specific model is the key to truly understanding changing fan needs and precisely aligning content and programming.
A flexible, sport-specific model is the key to truly understanding changing fan needs and precisely aligning content and programming.
Sports fans think and behave very differently depending on the sport — anyone who takes these differences into account can reach new target audiences and create more relevant offerings.
Sports fans think and behave very differently depending on the sport — anyone who takes these differences into account can reach new target audiences and create more relevant offerings.
And on a personal level?
And on a personal level?
As a motorsport fan, it was fascinating to see how differently fans think — and, at the same time, which emotions unite everyone.
As a motorsport fan, it was fascinating to see how differently fans think — and, at the same time, which emotions unite everyone.
The analysis clearly shows one thing:
The analysis clearly shows one thing:
SPORT1 currently appeals mainly to the seasoned fans among its audience, while the younger generation is still waiting in the stands. But it is precisely these young fans who bring a new set of expectations: they want drama. Emotion. Stories. Not just the sporting event itself, but everything that happens before, after, and around it.
SPORT1 currently appeals mainly to the seasoned fans among its audience, while the younger generation is still waiting in the stands. But it is precisely these young fans who bring a new set of expectations: they want drama. Emotion. Stories. Not just the sporting event itself, but everything that happens before, after, and around it.
The social media survey confirmed it:
The interests of young SPORT1 fans closely mirror those of the social media community – both want more closeness, more authenticity, and more fan moments.
To engage this target group in the long term, SPORT1 should place the wider experience around sport more firmly at the centre.
The social media survey confirmed it:
The interests of young SPORT1 fans closely mirror those of the social media community – both want more closeness, more authenticity, and more fan moments.
To engage this target group in the long term, SPORT1 should place the wider experience around sport more firmly at the centre.
In summary
In summary
More fan reactions, more post-match emotion, more social posts in the live ticker, more authentic atmosphere in highlight videos
More fan reactions, more post-match emotion, more social posts in the live ticker, more authentic atmosphere in highlight videos
Less sport, more experience.
Because that is exactly what makes SPORT1 relevant to young fans - today and in the future
Less sport, more experience.
Because that is exactly what makes SPORT1 relevant to young fans - today and in the future
Josef Thomas Bley
Digital Product Designer
Engagement Architect
Josef Thomas Bley
Digital Product Designer
Engagement Architect
Josef Thomas Bley
Digital Product Designer
Engagement Architect
Josef Thomas Bley
Digital Product Designer
Engagement Architect
Josef Thomas Bley
Digital Product Designer
Engagement Architect
Josef Thomas Bley
Digital Product Designer
Engagement Architect