Industry
Streaming
Client
DAZN
Role
Lead Product Designer
Blue Sky - The Future of DAZN
Overview
Blue Sky was a forward-looking project for DAZN. We were asked to imagine what could come next — not based on current constraints, but on future potential. My role was to translate that into a clear, usable concept.
Why this mattered
DAZN Bet wasn’t gaining the traction the team had hoped for. The experience felt disconnected from DAZN, and users didn’t have a clear reason to move between platforms. Beyond that, engagement across the ecosystem felt limited — and the opportunity to rethink the experience from a fresh perspective was too valuable to ignore.
What I did
I joined as Lead Product Designer, working closely with a cross-functional team spread across several countries. Over the course of the project, we ran workshops, held regular working sessions, and explored creative directions to help DAZN imagine what their future platform could look like. We had full freedom to push ideas — and we used it. From early concepts to final UI, I led the design process across ideation, structure, and execution.
Together, we created and shaped:
A unified platform concept that merged content and betting into a single experience
Live betting interactions embedded directly within video streams
A token-based reward system for watching, interacting, or completing challenges
AI-powered personalisation based on users’ preferences and viewing habits
Social features like group chats and reactions to make the experience feel connected
A refreshed visual language to modernise the UI while keeping it recognisable
Gamification mechanics using tokens to unlock perks and deepen engagement
Our goal was to design something that felt bold, cohesive, and genuinely exciting — even if it lived in a concept phase (for now).
How we approached it
We started with broad strokes — exploring everything that could make the experience more immersive and engaging. From how users discover events, to how they interact with others, to how we could make betting feel like a native, intuitive layer instead of a separate journey. But not everything went smoothly. The original brief was… let’s say open to interpretation. What we thought was a blue-sky project turned out to be a lot more down-to-earth. We had to shift fast, refocus, and deliver a new solution under tight time constraints. Working closely with the team, we managed to rethink the concept, prioritise what mattered, and deliver something that pushed the idea forward — within scope and on time.
Outcome
Although Blue Sky was a concept project, it had a real impact. The work helped DAZN rethink how their platform could evolve — not just in terms of design, but in how content, betting, and engagement could live together in a single experience. The response from the client was overwhelmingly positive. They were genuinely excited by the direction, the level of detail, and the potential behind the ideas we presented. It gave them a clear, tangible vision of what was possible — something they could share internally, rally teams around, and use as a foundation for future decisions. For us, it was one of those projects where exploration met delivery. And while it may not go live exactly as we imagined it, it definitely moved the conversation forward.
What I would’ve done next
This project ended as a concept, but there was plenty left to explore. If we’d had the chance to take it further, I would’ve focused on testing some of the more experimental ideas — especially around gamification, token-based engagement, and how social features impact the overall experience. Validating these features with real users would’ve helped us understand what actually added value, and where we might have gone too far. I also would’ve loved to work more closely with the DAZN product and data teams to ground some of our assumptions in behavioural insight. The foundation was there. With more time and the right momentum, we could’ve turned Blue Sky into something real — and possibly even better than what we imagined.
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