Mapping the End-to-End Fan Experience
We mapped the complete fan lifecycle—from awareness and ticket sales to game-day participation and post-game retention—to identify opportunities for deeper engagement.
HBCUGO.TV / STREAMING CASE STUDY
HBCUgo
CTV strategy, live streaming UX, and digital presentation for HBCU sports and culture.
Back to Work →How do we create a streaming destination centered around HBCU culture?
Audience Engagement Strategy
HBCUgo was designed to become the digital home for HBCU sports, culture, and community—creating a unified viewing experience across streaming platforms while increasing audience engagement and content discovery.
Building a Content Ecosystem for HBCU Culture
We designed a scalable content architecture that unified live sports, original programming, educational content, campus culture, and community experiences into a single streaming destination.
Reducing Friction Across the 10-Foot Experience
Authentication is one of the largest drop-off points in connected TV products. We redesigned the onboarding experience to streamline account creation, device activation, and content access across Roku, Apple TV, Fire TV, and web platforms.
Strategic Goal
Create multiple entry points into the HBCU ecosystem while increasing content discovery and cross-category engagement.
Multi-Platform Experience
Building the digital home for HBCU culture.
Live sports need more than a video player.
Event Discovery
Helping audiences quickly understand what’s live, what’s upcoming, and what matters most.
CTV Navigation
Designing for lean-back environments where clarity and speed matter.
Cultural Relevance
Balancing sports utility with the energy, pride, and storytelling of HBCU culture.
Sports and streaming experiences require clear event hierarchy, intuitive navigation, strong content presentation, and engagement systems that support audiences before, during, and after the game.
“The Culture Rebuild™ transformed HBCUgo into a scalable streaming platform that contributed to 29% YoY growth.”
A product strategy built around audience behavior.
The approach connected product thinking, content hierarchy, and brand presentation into one streaming experience. Instead of treating the platform as a passive destination, the experience was shaped around how audiences discover content, follow live events, and stay connected to culture.
Product Experience
Viewing flows, interface patterns, and audience journeys.
Streaming Strategy
CTV-first thinking for live sports and episodic content.
Fan Engagement
Moments designed to keep audiences connected beyond the game.
Sponsor Visibility
Digital surfaces that support brand partners without disrupting the viewer experience.
Building the HBCU Sports Audience Loop - Connecting discovery, engagement, and retention across mobile, web, and streaming platforms.
Discover
Anticipate
- Upcoming Games
- Schedules
- Notifications
Watch
- Live Sports
- Real-Time Stats
- Game Day Experience
Engage
- Community
- Commentary
- Highlights
Return
- Recommended Content
- Upcoming Matchups
Grow
- Audience Retention
- Platform Loyalty
- Subscriber Value
From game discovery to post-event engagement.
The experience system considered the full audience journey — from discovering a live matchup to navigating content, engaging with moments, and returning for future programming.
Discover
Surfacing live matchups, featured events, and pathways into programming that feels immediate and clear.
Watch
A focused viewing layer built for live sports — stable hierarchy, readable states, and room for the moment.
Engage
Touchpoints that extend the broadcast — highlights, context, and reasons to stay through the final whistle.
Return
Rhythms and reminders that bring audiences back for the next game, series, or cultural moment.
Bringing the Platform to Life
To support adoption across streaming platforms, we developed a suite of promotional assets designed to drive awareness, engagement, and platform discovery.
A premium sports-streaming language.
The visual direction should feel cinematic, energetic, and culturally connected — using bold imagery, strong contrast, and interface systems that can scale across web, mobile, and connected TV.
Positioned for audience growth and platform clarity.
The work helped frame HBCUgo as more than a streaming destination — positioning it as a cultural sports platform designed for live moments, fan connection, and scalable digital presentation.
- Clearer streaming product narrative
- Stronger live-event experience structure
- More premium platform presentation
- Better alignment between content, audience, and brand partners
Building a streamingexperience thatneeds to feel bigger?
Shaping streaming, storytelling, and cultural audience experiences across product and brand ecosystems.
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