Veo provides AI-powered sports camera technology that records and analyses matches automatically. I led design across our product ecosystem and launched Veo Play to open B2C streaming.
MY ROLE
B2C product design & user research
Executive strategy & CEO partnership
Design systems & UI component libraries
On site field research & testing
KEY RESULTS
+25% MAU and 8% reduction in annual churn
+$10M ARR unlocked through B2C streaming launch
Established foundational design system across web and mobile
Overview
For most coaches and parents, watching sports footage on a mobile web browser was a confusing, compromised experience.
The reality was that Veo was desktop first, and their video tools simply didn't translate to a touch screen on the side of a pitch or at home. We needed to transform a dense analysis interface into a simple, delightful viewing app. Simplicity and context were the guiding principles, rethinking which features truly mattered on mobile rather than forcing a desktop paradigm into a smaller display.
Challenge
Analytics revealed that 70% of Camera App users had never connected to the Veo Camera.
Mobile users weren't looking to manage hardware, they wanted a dedicated, seamless place to watch their matches. The vast majority of our mobile audience simply wanted an effortless way to watch and share content. To establish the new architecture, we asked players and coaches what mattered most on mobile, and these were the results:
Is my team’s recent match ready to watch? Where are my personal highlights? How do I share clips with friends and family?
To make things even more confusing, you can see below we had the video captured and stored on the camera before it went to the cloud, so even if the user did find the footage, they were confused as to where the video file was, and it opened a horrible mobile web interface, not natively in the app, which is what most would assume the app was for. (As seen below)
Discovery
Unlocking consumer engagement meant building an experience focused purely on playback and community.
We moved beyond static video to transform everyday match moments into a hero experience for every player.Try the interactive prototype below. (Might only be available on desktop screens, sorry)
Player stats are King
Our research showed that players and parents cared deeply about personal performance over time. By introducing gamified stats and visual milestones, we transformed post-match reviews into a habit-forming experience that drove ongoing retention.
I want to see me
Watching 90 minutes of raw footage was a barrier for spectators. The core user demand was simple: show me my moments. We built streamlined player tagging and clipping features to make personal highlights instantly discoverable and shareable.
Personalisation for Clubs and Players
Beyond match playback, users needed a platform to showcase identity. We enabled clubs to brand their ecosystems while empowering players to build digital portfolios opening up real recruitment, scholarship, and career opportunities.
Finding the Needle in the Haystack
We made it effortless for users to extract and showcase their best clips on personal profiles. This transformed raw match footage into actionable recruiting portfolios for scouts and a permanent digital scrapbook for parents.
Control the Score, Control the Sponsors
Real time context score, elapsed time, and sponsor overlays was vital for spectator engagement and club revenue. To keep the viewing UI clean, we architected an admin restricted overlay system, giving authorized users simple, on thefly control during live broadcasts.
