TUDN

Sports/Media: Product Strategy

Project Overview

Univision and Televisa joint venture to build a world-class soccer destination and content management system. iX was contracted to develop the digital product strategy for this multi-region platform serving millions of soccer fans.

My Contributions

Led end-to-end product strategy as product lead. Conducted 38 stakeholder interviews across both companies, analyzed user behavior data, and defined product requirements that shaped the platform's launch. Delivered comprehensive strategy including user flows, wireframes, and executive-level documentation.

Skills used for this Role

Sr Product Strategist, Manager

Jan 2019 - Sept 2020

Product Strategy | User Behavior Analysis | Stakeholder Interviews | Goal Generation | Stakeholder Buy-In | Consulting | Executive Communications | Data Synthesis | UX Design | Requirement Documentation

Key Takeaways

Defined product strategy that brought TUDN to market as a top soccer platform.
Result: 10.8M monthly active users, ranked #7 sports website in Mexico.

Discovery: Stakeholders

Started with stakeholder alignment across both companies.

Stakeholder Interviews

Conducted 38 stakeholder interviews across Televisa and Univision, spanning multiple business units to understand priorities and align on goals.

Business Goals

Synthesized interviews into clear business objectives: increase video consumption, drive mobile app downloads, and engage younger audiences. Tailored each interview to stakeholder's business focus.

Discovery: User Behavior

Video Consumption

Analyzed video consumption patterns across American and Mexican cohorts to optimize video length, orientation, and targeting. Key insight: Users shown two consecutive ads completed both at higher rates than single ads—directly informing our monetization strategy.

Slideshows

Slideshows drove significant ad revenue for both companies. Researched optimal formats to maximize completion. Found 10 slides optimal for completion. Vertical video format (pre-TikTok trend) achieved highest completion rates and attracted younger audiences—hitting two business goals simultaneously.

Content Strategy

Used behavior data to prioritize high-performing content formats and build features that increased consumption. Discovery: Younger audiences preferred match pages over produced media content—shifted strategy accordingly.

Strategic Focus Areas

Identified four critical focus areas to drive business goals: 1. Drive app downloads for increased engagement and accessibility 2. Pioneer vertical video consumption (ahead of TikTok trend) to reach younger audiences 3. Build an engaging, interactive match center with rich features 4. Implement dual-ad strategy proven to increase completion and revenue

User Flows and Journeys

Mapped comprehensive user flows focused on goals and motivations at each step. Combined flow diagrams with journey mapping to address "jobs-to-be-done" and optimize user experience throughout the platform.

Execution

Mobile Homepage

Designed mobile homepage to feature high-engagement content immediately: vertical stories, slideshows, and full-height hero cards. Testing showed strong resonance with younger audiences, driving engagement from first impression.

Match Center - Key Events

Integrated key match events directly into video scrubber, enabling users to jump to critical moments. Also displayed events as cards on match homepage, providing multiple engagement paths for pivotal moments.

Match Center - Micro Predictions

Built real-time prediction feature where TUDN posed questions during matches. Users answered, got scored, and competed on leaderboards—boosting engagement and creating positive sentiment during live events.

Match Center - Pitch View

Designed pitch view showing real-time player positions. Planned future iterations to map player location live during matches for deeper immersion and engagement.

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