DAZN

Overview

As DAZN continued expanding its sports rights and growing globally, its product and pricing evolved, but the landing experience didn’t keep up. Across three different projects, I contributed to improving how we communicate the value of the DAZN proposition on our landing pages, helping users better understand what they’re signing up for and increasing engagement.

Challenge

DAZN's landing pages were no longer effective in clearly explaining the product value. With rising subscription prices and the removal of features like the Free Trial, sign-up rates began to drop. Users lacked enough context to make an informed decision, and we were missing opportunities to showcase the app’s experience.

Goals

• Reinforce value proposition across key global markets.

• Provide a better first impression and highlight rich content offering.

• Introduce interactive, reusable, and scalable components.

• Increase conversion, engagement, and user confidence.

Approach

I worked across three connected initiatives:

1. Free Trial Proposition (JP + CA)

   
   

• Conducted competitive analysis & wireframing.

• Created & tested 3 design variations to surface the 7-day Free Trial.

• Ran remote user testing to uncover concerns & opportunities.

• Presented learnings via video to stakeholders across departments.
  Outcome: Users preferred a combination of Headline Copy + Image Block. Designs rolled out with clear cancellation and pricing info upfront.

2. Market Proposition Component (DE + IT)

   
   

• Designed a reusable content block to explain DAZN’s offer.

• Collaborated with engineers to adapt designs under tight deadlines.

• Built for Germany but quickly scaled to Italy’s Sky partnership.
  Outcome: ~1M impressions and faster time-to-market for new campaigns. Reduced user confusion and improved education pre-signup.

3. TV App Landing Page Prototype

   
   

• Designed an immersive experience using motion, content previews, and a ‘Browse’ tab.

• Conducted in-person usability testing with custom “fake remote” tutorial.

• Gathered and synthesized qualitative feedback into future roadmap insights.
  Outcome: High user excitement. 2 out of 3 test participants said they would subscribe after interacting with the prototype.

Results & Impact

• Increased user clarity around pricing and trial expectations.

• Reduced “Where is my content?” and “What do I get?” contacts.

• Improved component reuse across markets, reducing development time.

• Gave stakeholders confidence in design direction through data and testing.

Reflections

This collection of projects taught me the power of storytelling on landing pages and how to use user feedback to prioritize what really matters. I learned how to balance global scalability with local needs, and how to deliver fast without sacrificing user clarity.