Above all, the new BT Sport experience is more unified and user-centric. BT Sport can now deliver a complete live stream experience. This real-time access from any device sits at the heart of the new BT Sport.
To optimise its customer experience across devices, BT Sport opted for an adaptive design for its website and app, rather than the more common responsive design that prevails among many developers. McMahon explains that this was a conscious choice, using the example of match day pages to illustrate his point:
“On a responsive app or website, the team tables and line-ups on match day pages would stack on top of each other creating an incredibly long page and we know that’s not how sports fans want to consume content. Instead, our adaptive experience ensures that visitors can easily access and flick through all of this information, without having to scroll back and forth endlessly,” he says.
Behind these improved digital experiences sits Adobe Experience Manager, which has helped BT Sport to automate the crucial tasks that underpin its web and mobile offering. McMahon and his team decided early on in the project to ensure all digital content was properly tagged so that the BT Sport team could lean on the automation in Adobe Experience Manager to roll out personalised content quickly, rather than relying on slow, manual processes.
The tag management system within the platform allowed the team to create comprehensive indexes for all of BT Sport’s digital content, which in turn led to rapid turnaround times and webpage launches. According to McMahon, the company was able to spin up 200 tag pages almost instantly.
“We also created 4,000 football match day pages, incorporating live data, live streams and video content in just 20 minutes, without any editor intervention,” he adds. “By the time we launched, we estimated that this approach had saved us 47 days every year in content editing time”.
Meanwhile, Adobe Target has allowed BT Sport to adapt its calls to action and deliver more personalised user journeys, which was a major consideration for an ad-free website. Existing customers might see tips on how they can make the most of their BT Sport subscriptions, while new visitors will see tailored experiences to engage and draw them into the ecosystem.
“We thought of all the headaches that get in the way of a good experience and looked to eliminate them. We never leave visitors with a dead-end. They always have the option to engage further if they want, whether that means viewing related content, more highlights or checking news and scores from other fixtures”.
These improvements have paid dividends across the board. Since going live with the reimagined BT Sport, page load speeds are 35% faster and improving each day. This smoother experience has won customers over as well, with page views jumping 19% and visits to BT Sport rising 39%.