Fixing Discovery on FanCode's Mobile Web Homepage
Too many users were dropping off the homepage without finding what they came for. Homepage-to-MDP conversion was low — people couldn't find their content.
I led the UX strategy and redesign to fix it. Home page to MDP went from 52% to 65%. Transactors went up from 4% to 5.5%.
Lead UX designer
Mobile Web
Discovery of relevant content
Challenge
Users landing on the homepage couldn't find what they were looking for. The content was there — but the page wasn't surfacing the right things at the right time, and too many users dropped off before reaching a match.
The brief: fix the homepage so users could actually find and get to their content.
4 - 5.5%
Increase in conversion
65%
Landing from home to MDP
84%
Increase in time spent on website
Platform Strategy
Before the homepage — deciding what web needed to be
Before designing anything, we had to answer a more fundamental question: what should web actually be for FanCode? I mapped how Sony LIV, Prime Video, DAZN, and Netflix each approached this — full web product, hybrid, or app-first.
Web as an acquisition surface. Functional enough to get a user to a match and convert — not a full app mirror. That framing defined everything that followed.
Two problems, two workstreams
The work split into two distinct chunks.
Navigation first. For a web user, navigation is how you move around and discover content — and FanCode's wasn't built for that. It had been designed for logged-in app users, not someone arriving cold from a browser. We rebuilt it to be structured, crawlable, and useful: clear paths to sports, tournaments, and live content that worked for users and search engines alike.
Homepage content second. Once navigation was fixed, we looked at what the homepage itself was showing and in what order. The reference point was the app homepage — already tested, already working. We reorganised the web homepage to match that content hierarchy, surfacing relevant and recent content upfront so users landed on something worth tapping into, not a page they had to work through to find it.
Measurement
How the redesign performed
Post-revamp interaction analysis showed the redesign working where it needed to:
65% HP → MDP conversion — up from 52%. More users landing on the homepage clicked through to a match detail page.
5.5% homepage-to-order rate — up from 4%. More discovery sessions converted to transactions.
74% of all homepage interactions captured by just the top two sections: Hero Carousel (32.1%) and All Live Now (24.1%).
The section-level data told the more interesting story. Explore by Sport at 16.5% was the third-highest interaction on MWeb — and had no equivalent on App. Mobile users navigated by sport category, not by scheduled match. The redesign had surfaced a behaviour that the old homepage was hiding.
The flip side: Hamburger Menu at 17.6% was the second-highest interaction overall — a navigation fallback signal, not a delight signal. Users were using the menu to find content they should have been finding through the page itself. The section architecture was working, but sport-filter pills near the top would reduce that fallback further.
Popular Events, despite its placement, drove only 4.2% of interactions — low relative to its screen real estate. A next-step recommendation: collapse Popular Events into Explore by Sport, which was already doing the heavier lifting.
Conclusion
The homepage revamp reinforced a principle the MDP redesign had already proven: the content was rarely the problem. The problem was what users found first, and whether the page made the next step obvious.
Surfacing live and recent content upfront, cleaning up the site structure, and rebuilding navigation for crawlability addressed three different kinds of failure at once — user experience, product discoverability, and organic acquisition. The result was a homepage that could actually do the job web had always been assigned but never equipped to do.
Discovery was always FanCode's gap. The homepage redesign was the structural answer to it.