CazéTV

Watching football is no longer a purely passive experience.

Fans watch the match while checking statistics, reacting to goals, sharing memes, following other matches, and discussing the game with friends.

CazéTV already has a strong presence in this space through its informal language, humor, and highly engaged community.

The challenge was:

How might we bring CazéTV’s community-driven experience into a mobile product without adding so much information that it gets in the way of the match?

I used a lean mixed-method research approach to understand how modern football fans consume live sports content.

Quantitative research

I designed and distributed a survey to understand:

• viewing habits;
• preferred devices;
• interest in interactive features;
• content consumption patterns;
• expectations around customizable streams.

Qualitative research

I followed up with selected participants through WhatsApp interviews to explore their emotional relationship with football, previous frustrations, and second-screen behaviors in more depth.

Research responses (Portuguese): https://docs.google.com/spreadsheets/d/1YoLQ4WoFk2PK8kQi2sqAzJobgtArVj2G12YbFMVctUk/edit?usp=sharing

Because CazéTV's identity is strongly connected to live chat and community interaction, my initial assumption was that a constantly visible chat would be an important part of the mobile experience.

The research challenged that assumption.

Users considered the match itself the most important part of the screen.

They wanted access to additional content (but on their terms).

This changed the product direction from: “How can we add more interaction?”

to: “How can we give users more control over when interaction appears?”

The solution became an on-demand interaction layer.

Instead of permanently displaying chat, statistics, and additional content, the interface allows users to show or hide these elements when needed.

This created a simple product principle: More features should not mean more visual noise.

The interface should adapt to the user's current intention.

Based on the research, I organized the experience around three main product pillars:

1. Multicam
   Allow users to switch between different perspectives, including tactical views, reaction cameras, and backstage content.
2. Live Stats
   Bring relevant match information into the viewing experience so users don't need to leave the stream to search elsewhere.
3. Smart Notifications
   Keep users informed about relevant events without interrupting the viewing experience unnecessarily.

The interface was structured around a primary viewing area + secondary interaction layer.

Primary layer: The match remains the visual priority.
Secondary layer: Additional content can appear below or over the stream when the user chooses to access it.

This approach allowed the product to support different viewing behaviors without forcing everyone into the same experience.

A major design consideration was preserving the personality that makes CazéTV different from traditional sports platforms.

I avoided creating a sterile, corporate sports dashboard.

Instead, I explored:

• bold visual components;
• vibrant interaction states;
• conversational microcopy;
• playful visual details;
• a more informal content hierarchy.

The goal was to make the product feel like an extension of the CazéTV ecosystem rather than a generic sports app.

Research showed strong interest in giving users more control over the broadcast.

Participants responded particularly positively to features such as:

• switching between camera perspectives;
• choosing alternative commentary;
• accessing additional match information.

This supported the decision to make the Multicam & Audio controls highly visible and accessible directly below the video player.

One of the strongest pain points identified during research was streaming delay.

Fans described the frustration of hearing people around them celebrate a goal before it appeared on their own screen.

This revealed a broader insight: Live sports are experienced socially, not just digitally.

A technically functional stream can still feel broken when it is out of sync with the user's physical environment.

This became one of the opportunities I would explore further in a future iteration.

The final mobile concept combines:

• Live match viewing
  The game remains the primary focus.
• Interactive layers
  Stats, chat, and additional content can be accessed when needed.
• Multicam & alternative audio
  Users can choose how they experience the broadcast.
• Short-form content
  Quick clips designed for sharing and social consumption.
• Match context
  Lineups, scores, tactical information, and other relevant data.

The goal was to create an all-in-one sports companion without turning the viewing experience into an overloaded dashboard.

Because this was an academic project, the next stage would focus on validating the concept with a larger sample and a high-fidelity interactive prototype.

I would specifically test:

1. 01 — Clean screen preference
   Does the preference for a distraction-free viewing experience hold across a larger audience?
2. 02 — Feature discoverability
   Can users quickly find and activate Multicam, Live Stats, and interactive layers during a live match?
3. 03 — Stream synchronization
   Could a delay-adjustment feature help users synchronize the digital experience with their physical surroundings?
4. 04 — Accessibility
   How could the product support fans with different accessibility needs, including audio descriptions and alternative commentary?
5. 05 — Post-tournament retention
   How could the product remain relevant after the World Cup by connecting users with their clubs, competitions, and personalized content?

This project taught me one of the most valuable lessons in UX:

Research is not there to confirm your ideas. It is there to challenge them.

I started the project believing that CazéTV's community experience should be highly visible throughout the interface. Research showed me that users valued the community and also valued the ability to disconnect from it when they wanted to focus on the match.

That insight changed the product strategy and became the foundation for the final concept.

Role: UX Researcher & UX/UI Designer

Project: UX Postgraduate Academic Project

Grade: 9.8/10

Methods: User Research · Surveys · Interviews · Competitive Analysis · Information Architecture · Wireframing · UI Design

Platform: Mobile

Thank you for exploring this project!

CazéTV reinforced my interest in using research to challenge assumptions and turn behavioral insights into product decisions.

It also taught me that a successful digital experience is not necessarily the one with the most features (but the one that gives users the right amount of control at the right moment).

Thank you for taking the time to read my work. I’d love to connect and discuss how I could contribute to your next product or team.