UEFA European Football

Ziggo got the rights. Non-customers still needed a way in.

Ziggo acquired the Dutch broadcast rights for the Champions League, Europa League, and Conference League. People without a Ziggo subscription still needed a way to watch those matches for free.

Situation

Ziggo needed European football to reach people who were not already customers.

My focus

Design a sign-up flow for non-customers that still lived inside Ziggo GO.

Result

Non-customers could watch for free. Paying customers kept the same app path.

Open Ziggo GO without cheapening it for people who already pay.

Ziggo GO was built for paying customers. We had to let a much larger group in, hit the legal bar of 70% of the Dutch population, and leave the existing customer path alone.

• Open a closed platform

  Create an entry point for people without a Ziggo subscription.

• Meet legal requirements

  Make the matches freely available to the required share of the population.

• Protect customer value

  Keep the paid experience dependable for existing users.

The extra path had to be obvious to a first-time visitor and stay out of the way for someone who already pays.

From strategy workshops to a tested registration flow.

As a Digital Designer, I helped shape the strategy, designed the sign-up flow for non-customers, and worked with development, legal, product, marketing, and CRO. I ran user tests, changed the flow from that feedback, and joined the final multidisciplinary design sprint.

1. 01

   Align

   Set goals and map the gaps in strategy workshops.

2. 02

   Design

   Map the registration flow with stakeholders.

3. 03

   Test

   Run sessions with potential users in Ziggo's Utrecht lab.

4. 04

   Refine

   Finish the flow in a multidisciplinary design sprint.

Free access for non-customers, and the same Ziggo GO for people who already paid.

People without a subscription could register and watch European football for free. Ziggo could meet the 70% reach rule. Paying customers kept the same Ziggo GO path.