New: Chai, my AI assistant, can brief you on my work in 60 seconds.

← All work

Case study · BCCI · Sports · Web & mobile

BCCI.TV

Redesigning the official website and app of the Board of Control for Cricket in India, in the year India hosted the ICC Cricket World Cup.

Indian Test team in white kits standing on the field watching play, with the BCCI crest centred near the top

At a glance

The project in two minutes.

The challenge

Indian fans were following cricket on Cricbuzz, ESPNcricinfo and the ICC’s own website and app. Content was hard to find, women’s and domestic cricket had little visibility, and BCCI had decided not to live stream matches in the app.

What I led

  • Research: ran stakeholder and user interviews and Google Analytics research with BCCI stakeholders and the data analytics team.
  • Structure: built the information architecture and ran card sorting with the team.
  • Direction: proposed five engagement features to BCCI stakeholders.
  • Delivery: style guide and visual design for web, iOS and Android, then sprint reviews, A/B tests and handover with developers.

The outcome

1M+app downloads
3.8 → 4.1Android rating
4.1 → 4.5iOS rating
Methods Stakeholder interviewsUser interviewsGoogle AnalyticsCompetitor benchmarkCard sortingInformation architectureStyle guideA/B testing
BCCI.TV
My role
Senior UX/UI Designer
Client
BCCI, via Tech Mahindra
Team
BCCI stakeholders, data analytics team, developers
Platform
Website, iOS and Android apps
Scope
Research, IA, wireframes, style guide, visual design, A/B testing, handover
Timeline
2023

Higher ratings on both app stores, and more than a million downloads after the redesign.

Context

The official home of Indian cricket, redesigned for a home World Cup.

BCCI.TV is the official website and app of the Board of Control for Cricket in India, serving millions of fans with scores, match updates, video and player insights. It is on the web, the App Store and Google Play. I worked on the redesign through Tech Mahindra, across the website and the iOS and Android apps, in the year India hosted the ICC Cricket World Cup, an event that drew global attention and unprecedented digital traffic. BCCI decided not to live stream matches in the app, so the platform had to earn attention with scores, video, stories and community.

The problem

Indian fans were following cricket on other platforms, including the ICC’s own website and app.

Fans expect real-time updates, easy navigation and content worth coming back for. With several sports platforms competing for the same attention, BCCI.TV needed to become the first place fans check for Indian cricket.

01

Rising expectations

Fans expect live scores, fast updates and easy navigation on every device.

02

Strong competitors

Cricbuzz, ESPNcricinfo and the ICC’s platforms compete for the same fans.

03

Hard-to-find content

Analytics and interviews showed gaps in how fans could discover content.

04

Underserved audiences

Women’s cricket and domestic cricket had little visibility on the platform.

Business goal

Raise engagement, make content easier to find, and make BCCI.TV the go-to place for updates on Indian cricket.

Constraint

BCCI decided not to live stream matches in the app. That decision, and BCCI’s wider business model, set the limits the redesign worked within.

My role

Senior designer on the redesign, from the first stakeholder discussion to developer handover.

I ran the research, shaped the structure, proposed the features and carried the design through delivery. I worked with BCCI stakeholders on business decisions, with the data analytics team on fan behaviour, and with the product team and developers on sprints and build.

Research

Ran user and stakeholder interviews, Google Analytics research and problem definition.

Structure

Built the information architecture and user flows, and ran card sorting sessions with the team to settle the categories.

Feature proposals

Proposed five engagement features to BCCI stakeholders, based on the research.

Design

Wireframes, style guide and final visual design for web and mobile.

Delivery

Sprint reviews, iterations and A/B testing with the product team.

Handover

Worked with developers through build and handover.

I’ve followed cricket all my life, so working on this platform during a home World Cup was a personal milestone as well as a professional one.

Process

Warm-up, practice, match: three phases, named the way a cricket team prepares.

01 · Discover

Warm-up

User and stakeholder interviewsGoogle Analytics researchIdentifying problemsUser flows
02 · Structure

Practice

Information architectureDesign thinkingWireframesStyle guideVisual design
03 · Deliver

Match

Sprint reviewsIterationsA/B testingDeveloper collaborationHandover

01 · Warm-up: discover

Analytics and interviews showed what Indian fans open first, and who the platform was missing.

We worked with BCCI stakeholders and the data analytics team to understand the existing platform, its business goals and how fans used it. Real-time analytics and interviews showed which information fans looked for, and where they went to find it.

Stakeholder discussions

Business goals, platform challenges and decisions such as live streaming.

Google Analytics

How fans engaged with the website and which pages they visited.

User interviews

The information fans look for and their content preferences.

Benchmarking

Cricbuzz, ESPNcricinfo and Cricket Australia, feature by feature.

Key findings

56%

Cricket reaches over half of India.

With 56% of the population following the sport, the platform had to work for a very large and varied audience.

22–44, 45+

Most fans are in two age groups.

The interface had to stay simple for casual and older fans while giving dedicated fans deeper features.

10% → 4%

The gender gap is closing.

The gap in interest between men and women fell from 10% in 2021 to 4% in 2022, so content and UX language had to speak to both.

70%

Fans want more women’s cricket.

70% of fans wanted more women’s coverage: matches, player stories and exclusive content.

#1

Video leads engagement.

Among the 21 most-visited pages, videos ranked first, followed by news, live scores and fixtures.

ICC

Fans were going elsewhere for rankings.

Indian users drove significant traffic to the ICC website and app, with high engagement on rankings, stats, schedules, live scores and news. Rankings was the most visited page, then live scores.

Benchmark

How BCCI.TV compares with the main cricket platforms.

Cricbuzz and ESPNcricinfo lead on scores but offer little exclusive content. BCCI.TV is the only one with learning content, which became one of the proposed features.

FeatureCricbuzzESPNcricinfoCricket AustraliaBCCI.TV
Match highlights✕✕✓✓
Exclusive content✕✕✓✓
Live scores✓✓✓✓
Gallery✕✕✓✓
Learn✕✕✕✓

Users

Two user groups with different reasons to open the app.

Professional cricketers & associations

Needs

  • Stay updated on fixtures, schedules and team announcements
  • Detailed match stats, analytics and video highlights to improve their game
  • Curated content to learn techniques from the best

Cricket enthusiasts

Needs

  • Real-time scores, schedules and team news
  • Behind-the-scenes content, interviews and insights
  • A place to discuss matches and share opinions with other fans
Fan seen from behind with INDIA painted on his head and a Tendulkar 10 jersey, waving the Indian flag
Three young fans in India jerseys watching cricket together on a phone

Cricket enthusiasts want real-time scores, team news and behind-the-scenes content, on any device.

02 · Practice: structure

Men and Women as equal top-level tabs, with International and Domestic under each.

Giving men’s and women’s cricket the same weight answered the shrinking gender gap and the demand for women’s coverage. International and Domestic subcategories gave domestic cricket, the base of India’s success, the visibility it lacked, and let fans follow emerging players and domestic tournaments.

Level 1

Men
Women

Level 2

International
Domestic

Sections

Videos
Fixtures & Results
News
Players
Rankings
Stats
Archive
Information architecture sitemap: International and Domestic nodes, Learn, Community and More nodes, with Men and Women branches each listing News, Videos, Fixtures and Results, Series and tournaments, Archive, Players, Rankings and Stats

The final structure came out of card sorting sessions with the team, checked against analytics on how fans browse.

Learn

A home for content that helps upcoming cricketers, which no competitor offered.

Community

Paths into the game beyond playing.

Coaching PathwaysUmpiring & ScoringOther Roles

More

Board information, grouped in one place.

AboutApex CouncilDocumentsTendersJobsIntegrity InitiativesGalleryVenuesProducts

International branches carry Players, Rankings and Stats. Domestic branches keep News, Videos, Fixtures & Results, Series & tournaments and Archive.

Key decisions

Five decisions, each traced back to a finding.

01

Men and Women as equal tabs

The gender gap in interest fell to 4% and 70% of fans wanted more women’s coverage, so women’s cricket sits at the same level as men’s.

02

International and Domestic under each

Domestic tournaments such as the Ranji Trophy get their own space, so fans can follow players before they reach the national team.

03

Video near the top

Video was the most visited of the 21 top pages, so highlights and video content get prominent placement on both web and mobile.

04

Live match card and rankings up front

Indian fans were going to the ICC for rankings and live scores, so a live match card sits on the home screen and rankings are one tap away.

05

Simple by default, deeper on demand

Fans range from 22 to 45+. The home screen stays clean, while stats, archives and player pages serve dedicated fans.

Engagement

Five features I proposed to raise engagement and retention.

After reviewing fan behaviour, content preferences and engagement trends across cricket platforms, I proposed these features to BCCI stakeholders to raise engagement and retention.

01

International & domestic content

Curated highlights and insights for both levels, with more visibility for tournaments like the Ranji Trophy.

02

Behind the field

Dressing-room access, match build-up, pep talks and celebrations.

03

Learn from the best

Expert analysis, masterclasses and interviews with legends.

04

Fan World

Polls, fan-made content and challenges that fans can share.

05

Community

Discussions, match predictions and Q&As with experts.

Design

One structure across the website and the app.

Both platforms share the Men and Women tabs, the International and Domestic split and the same sections. A style guide kept type, colour and components consistent between them.

BCCI.TV website home with International and Domestic tabs, Men and Women tabs, quick links, a team photo hero and a live score panel BCCI.TV app home with Men and Women toggle, story-style highlight circles, a live match card for India vs Australia and a news card BCCI.TV app screen with quick links to Players, Matches, Archive and WC2023, and a videos carousel BCCI.TV app Top News screen with a featured story about the India squad and a list of news cards
01 — Website home

Scores and structure, side by side

Website home: International and Domestic tabs, quick links to the domestic schedule and BCCI documents, and a live score panel with batter and bowler tables, a Key Moments video strip and a Match Center link.

BCCI.TV website home with International and Domestic tabs, quick links and a live score panel
02 — App home

A live match card on the home screen

Mobile home: Men and Women tabs, story-style highlights, a live match card and the news feed. Bottom tabs for Latest, Domestic, Watch, CWC and More keep the main areas one tap away.

BCCI.TV app home with Men and Women toggle, highlight circles and a live match card
03 — Video

Video near the top

Video was the most visited of the 21 top pages, so highlights and video content get prominent placement on both web and mobile.

BCCI.TV app screen with quick links and a videos carousel
04 — News

Stories alongside scores

Video, behind-the-scenes and learning content now sit alongside scores and news.

BCCI.TV app Top News screen with a featured story and news cards

The app, screen by screen

App home with Men and Women toggle, story-style highlights and a live match card for India vs Australia
Home: Men and Women tabs, highlights and a live match card
App Top News screen with a featured story and a list of news cards
Top news
App screen with quick links to Players, Matches, Archive and WC2023 and a videos carousel
Quick links and videos

03 · Match: deliver

Shipped in sprints, with A/B tests along the way.

Each sprint ended with a design review. We iterated on the screens, ran A/B tests on key flows, and I worked with developers through build and handover.

Sprint reviewIterationA/B testHandover

Outcomes

What changed after launch.

1M+

app downloads

3.8 → 4.1

Android rating

4.1 → 4.5

iOS rating

  • Fans can follow men’s and women’s, international and domestic cricket from one home screen.
  • Video, behind-the-scenes and learning content now sit alongside scores and news.
  • The redesign launched in the year India hosted the ICC Cricket World Cup.

Learnings

What I took away from redesigning a national sports platform.

Data can move priorities

The figures on women’s cricket and video moved both up the hierarchy.

Navigation says what matters

Men and Women as equal tabs shows fans that both get the same attention.

Work within the constraint

With no live streaming in the app, the redesign focused on scores, video, stories and community.

Let's build something people love to use.

Open to UX/UI leadership roles, design advice and friendly chats.

Email meLinkedIn ↗Resume (PDF)