80% lift in conversion. Because new fans deserved a better first screen.
FanCode's Match Detail Page was the first screen a new sport fan saw. 97.5% of them left without watching. A targeted redesign — surfacing the free trial, putting pricing upfront, cutting everything that wasn't a decision — lifted conversion 80% in under two weeks.
Lead UX Designer
2024
Mobile Web
Cricket, Football, Kabbadi etc.
01 · THE BUSINESS SITUATION
The brief was to fix a component. The problem was the whole page.
The project started as a contained brief: redesign the match blocker and video player. Two components, scoped, manageable.
As I got into the detail — mapping the conversion funnel, looking at where new users dropped and why — it became clear that fixing the top half of the page wasn't going to move any number that mattered. The blocker was a symptom. The problem was that the entire page was built for existing subscribers who already knew what FanCode was, what a "pass" meant, and where to tap. A new user arriving cold got none of that.
75% of FanCode's web traffic landed on the Match Detail Page first. Conversion sat at 2.5%. A user who didn't convert in that session was almost certainly gone.
I pushed to expand the scope. Fixing the blocker in isolation would have shipped a better component onto a page that still didn't work for new users. The full page revamp is what gave the numbers somewhere to go.
80%
Increase in web conversion rate
50%
Increase in MDP to order success
3X
Growth in new user transactors
02 · THE ALIGNMENT
Expanding scope means convincing everyone it's worth it.
Pushing for a full page revamp instead of two components isn't a design decision — it's a resource ask. More engineering time, more product prioritisation, more risk. My PM and I had to make the case together.
We brought the stakeholders into the diagnosis rather than presenting a conclusion. Showing the conversion funnel data — where new users dropped, what they were seeing when they left, what the page was asking of someone who had no idea what FanCode was — made the argument for itself. This wasn't a hunch about design quality. It was a measurable gap between what the page was doing and what the business needed it to do.
Once design, product, and engineering were looking at the same data, the conversation shifted from "why are we doing more?" to "how quickly can we ship?" The alignment wasn't just about getting sign-off — it meant everyone understood the problem the same way, which made the execution faster and the decisions cleaner.
03 · THE DIAGNOSIS
Two things were killing conversion. Everything else was noise.
Once the scope expanded to the full page, I ran the audit myself: map every element against one question — does this help a new user decide to watch or pay? Most of the page failed.
The free trial existed but was hidden behind a hard blocker. Users hit a gate before they hit an offer. The instinct to protect the product was costing more than it protected.
Pricing wasn't visible where new users looked. The cost to watch — and any available discount — only appeared deep in a checkout flow most users never reached.
Everything else on the page (related matches, highlights, commentary, tour cards) competed for the same attention as the single decision that mattered. Users weren't exploring. They were deciding. The page didn't know the difference.
04 · WHAT CHANGED
Three decisions. All of them about reducing friction, not adding features.
Surface the free trial — don't gate it. The hard blocker came down. The free trial became the primary CTA — visible, labelled, one tap. Free trial uptake went from 40% to 85%.
Price upfront, coupon pre-applied. The pass price moved to directly below the video player. Any eligible offer was applied automatically — no code, no hunt through checkout. Transactors with a coupon went from 35% to 85%.
Strip the above-the-fold to the decision. Match identity, live score, video, CTA. Everything else moved below the fold. The page got faster, the choice got clearer. Better Core Web Vitals came as a side effect of making the page do less.
05 · BUSINESS OUTCOME
80% Conversion lift (2.5% → 4.5%)
3× Coupon transactor growth
85% Free trial uptake on MDP entry
Results held over 10–12 days post-launch. The redesign became FanCode's content hierarchy template for all MWeb MDP pages going forward.
06 · WHAT I CARRY FORWARD
The highest-impact changes are usually the ones that remove something.
The free trial gate, the buried price, the cluttered fold — none of these were accidents. Each was a reasonable decision made in isolation. Removing them wasn't a design insight; it was a diagnosis. The work was figuring out what the page was actually trying to do for a new user, and then cutting everything that didn't serve that.