Hagoo Score

🏟️ UI/UX Case Study: Enhancing Sports Engagement with Hagoo Score

📆 Duration: 6 Weeks

🎯 Role: UI/UX Designer & UX Researcher

🛠️ Tools Used: Figma · Google Forms · Dovetail · Shots.so · Optimal Sort

🔍 Project Overview

Hagoo Score is a next-gen sports engagement platform built to empower fans with:

⚡ Real-time event synchronization

📺 Legal live streaming access

🗣️ Interactive features like live chats, polls, and trivia

🧩 Goal: Deliver a connected, thrilling, and personalized live sports experience for fans of all types — from football lovers to niche sports enthusiasts.

❗ The Problem

Fan engagement during live sports is broken.

Many fans struggle with:

No single platform offering live updates for niche sports

Scattered or unreliable live streaming sources

No real-time interaction or community feeling during games

😕 The result: Fans jump between apps and miss out on the full excitement of the game.

💡 The Opportunity

How Hagoo Score Solves This:

🚀 Syncs live events in real-time across multiple sports

🎥 Offers seamless, legal live streaming integration

🧠 Delivers personalized content and fan-specific updates

👥 Enables community interaction through live commentary and trivia

1️⃣ Understand – Empathizing with the Users

🔬 Research Methods Used:

10 In-depth user interviews

50+ survey responses via Google Forms

Competitor analysis of 3 sports apps

💡 Key Insights:

Users want coverage of niche sports and easy, legal streaming

There’s a high demand for custom news feeds and reliable, fast score updates

Fans feel disconnected during live matches due to lack of interaction tools

🎯 Competitor Gaps Identified:

Lack of integrated fan interaction

No legal streaming in-app

Limited multi-event viewing experience

📌 Takeaway: There’s a strong need for an inclusive, engaging, real-time platform.

2️⃣ Diverge – User Personas & Empathy Mapping

📌 Created:

1 detailed persona based on real user data

Empathy map outlining:

Goals: Stay connected with real-time updates
Frustrations: Poor streaming quality, cluttered UI
Needs: Personalized content and multi-sport access

🧠 Result: Gained a crystal-clear picture of what real users truly care about.

3️⃣ Decide – Brainstorming & Structuring Features

🧪 Tools & Activities:

Applied the SCAMPER technique to ideate on how to improve or reframe existing features

Conducted open card sorting via Optimal Sort to structure content based on real user logic

🔧 Adjustments Made:

prioritized easy access to live scores and analytics

Organized the app architecture to enhance discoverability and navigation flow

✅ These decisions reduced confusion and boosted the app’s usability.

4️⃣ Design – Sketching to High-Fidelity UI

✏️ Sketch to Wireframe Process:

Started with low-fidelity wireframes to test concept flows

Moved to mid-fidelity prototypes after incorporating usability feedback

Final high-fidelity UI was created in Figma

🎨 Visual Strategy:

Clean layout with hierarchical clarity

Bold typography for scores & stats

Color-coded matches & polls for better readability

Included real-time chat & trivia widgets

🧩 Design Focus: Simplicity, personalization, and instant interactivity

5️⃣ Test – Validating with Real Users

🎯 Usability Testing:

Conducted with 5 target users

Collected feedback using Dovetail for tagging and insights

🧩 Findings:

✅ Users liked the layout and interactive features
⚠️ Issues discovered:

Navigation to analytics needed better visibility
Score screen colors reduced legibility
Stats section lacked clear segmentation

🔄 Iterated UI to improve contrast, add navigation cues, and reorganize data sections.

Design Refinement

🏁 Final Result

Refined UI addressing user pain points

A seamless, personalized sports hub that allows fans to engage, connect, and celebrate sports in real-time

Fully tested flow validated by real users and iteratively improved

📚 What I Learned

Small design changes have big impacts on user satisfaction

Research is not just a stage — it’s a continuous loop of discovery

Designing with empathy results in more meaningful experiences

Iteration and user testing should always guide the final solution

🔮 Next Steps

To future-proof Hagoo Score and grow engagement across devices:

📱 Smartwatch Integration: Quick score checks, voice commands, haptic alerts

🕶️ MR Device Integration: Spatial match viewing, immersive stat overlays, holographic chats

🌐 Community Features Expansion: Leaderboards, fan groups, virtual watch parties