The StatusPro Visualizer.

Technique 01

Create a paper prototype

From a feature list and a vision statement, we built a paper prototype so we could see how the user would move through the core loop of the software. We physically drew out a storyboard of how the user would use it, paying special attention to every software state and user interaction. This is what we call the “core loop” — the main UX flow the user travels every single session.

Technique 02

Focus on the FTUE

We first mapped out the First Time User Experience, or “FTUE” (pronounced Fah-too-ee). Being the first time the user opens the software, it’s the most critical part of the experience — you’re priming the user’s psychology about the usage and quality of everything to come.

Immediacy is key to keeping the user in a flow state (focused on the task at hand, with all other distractions melting away). The goal is to hook users as fast as possible with the minimal amount of “friction” — any interaction or screen that interferes with getting to the core experience. As Steve Jobs once told me, it’s critical to get to any interaction in under three clicks, or you risk losing the user.

Technique 03

Get to the hook point quickly

In mobile and social games, where users have very low attention, this has to happen in under 30 seconds. We’ve found it’s critical to reach the core of the experience — and deliver a win state — within those 30 seconds.

Applying those learnings here, we targeted booting, loading in, and telestrating a play with confidence, all within 30 seconds. To get there we mapped a path that loads to the field, puts the player into the scene behind the QB, and provides WYSIWYG push-button controls that make what to do intuitive.

Technique 04

Design to reduce cognitive load

We grouped the user interface into a prioritized hierarchy — P0: information needed for immediate decisions; P1: information needed for next-to-immediate decisions; P2: information needed only occasionally. Doing this simplifies the user’s cognitive load and focuses them on the right information to make intuitive decisions.

We created simple controls, where single button pushes and single control combinations were key. In novel experiences, whole complex interactions and interfaces are possible — but decreasing cognitive load with simple controls eases the user into the experience.

We designed immediately grokkable buttons, with iconography that can be understood in the blink of an eye. While the host is talking, he can’t be fumbling with buttons. A picture says a thousand words, so it’s key to choose imagery that’s self-evident at a glance: simple line work, very few colors, and high contrast against both the button and the scene.

We also designed the UX around different biomechanics, making the UI reachable instantly from any player’s height and arm length. The interface shouldn’t get in the way of looking at the play, yet it should be easy to see and tap quickly, with little to no thought.

Technique 05

Weekly end-user playables

Within the first two weeks of the engagement, we had enough for the dev team to build a foundation and get a prototype ready to play that demonstrated the core loop.

While we had a tight deadline and a waterfall plan, having quality software rapidly meant it was critical to iterate with an agile methodology. We set a target to have playable software every week for us and the internal stakeholders to review and critique. When you’re moving fast, it’s instrumental to be able to touch the software and play the core loop as a new player — removing all the friction from an ideal session.

To have playable software every week, you have to fake some systems to get to the root experience. Here, we faked putting in a play that we would later ingest live from an NFL game, while that pipeline was still being built.

Technique 06

Rapid iteration with end user role play

Our secret weapon during iteration was StatusPro’s CMO, Andrew “Hawk” Hawkins — co-host of NFL Live. He provided insights on how Dan might use the software, and we loaded him into the weekly builds to capture the key insights that shaped how Dan should use it.

As we iterated, we delivered a playable build to ESPN every month that showed sizable forward progress. That cadence let them give critical feedback to improve the software. We continued until both parties were happy with the end product to put in front of Dan.