Paris 2024
A Sports Core Experience
Index
A major new beginning
“Design is a process(...)You iterate, you learn, you adjust."— Bill Buxton
Capitalizing on prior knowledge
Tailored for new and evolving needs
Built to keep sports real
Serving both customers and internal teams.
A major event we enjoyed analyzing live.
01/07 Paris 2024
About
A major big beginning
Max (currently HBO Max)
TV, Mobile & Web
Phase 1
Sports, Core, Browse
EMEA
This case study explores the Paris 2024 Olympics on Max, focusing on two discovery features: the Olympics section and Sports Hub.
See also Event Alerts, another Paris 2024 project. These features helped shape future Olympic experiences, including Cortina 2026.
Prototype for Paris 2024 in Max
02/07 Paris 2024
Design Process
“Design is a process (…) You iterate, you learn, you adjust.” — Bill Buxton
Phase 1
Discovery
The Problem
Use other Olympics data.
Identify user problems and needs
Gather key insights
Phase 2
Define
Set the Direction
Define users
Prioritize key features and problems
Align the team direction and goals
Phase 3
Design
Create Solutions
Define user flows
Build and test prototypes
Produce design specs
Phase 4
Implementation
Build the product
Provide designs, specs, and assets
Test and review implementation (QA)
Deliver working features
Phase 5
Launch & Iterate
Improve continuously
Track user behavior and analytics
Improve and refine the product
Continue iterating the experience
03/07 Paris 2024
Discovery
Capitalizing on prior knowledge
How should the platform present the Olympics alongside the existing Sports section without confusing users?
To better understand the context and challenges surrounding this project, we will gather insights across three main areas:
Learnings from Tokyo 2020 and Beijing 2022 through data, competitive analysis, and user research.
User behavior insights from the current Max app experience.
Key trends across sports streaming and Olympic experiences
04/07 Paris 2024
Define
Tailored for new and evolving needs
Building on our research and data insights, we defined the problem as a cross-functional team, aligning Product, Project, and Design throughout the process. IOC guidelines were also key, particularly the clear separation of Sports and Olympic content.
Structured workshops helped us build a shared understanding, align early, and explore how sports and Olympic features fit within the broader entertainment experience.
The Core Sports Enthusiast
Mark, 45 years old, UK
He follows cycling, tennis, and the Olympics, preferring live, in-depth coverage over highlights.
Driven by competition and endurance sports, he values expert commentary and live viewing.
The Series Lover & Olympic Occasional
Laura, 34 years old, Spain
She watches series and films to relax, following the Olympics through highlights and key finals.
Driven by easy entertainment and memorable moments, she values convenience and emotional experiences.
4.1 Challenges
The main challenge is organizing and showcasing the scale of the event while clearly surfacing different content types—including linear channels, live event streams, replays, and clips—.
Another key consideration is designing a distinctive experience that builds on the existing design system, and scales effectively across more than 20 EMEA countries.
19
DAYS
32
SPORTS
762
SESSIONS
49
DISCIPLINES
60
CONCURRENT EVENTS
329
MEDAL EVENTS
3800
HOURS
+20
COUNTRIES
05/07 Paris 2024
Design
Built to keep sports real
5.1 Ideation
To move from concept to a tangible vision, we must balance the project requirements with the brand’s guiding values: Passion, Excellence, and Entertainment.
Due to the project’s scope and objectives, the exploration process was streamlined, allowing concepts to evolve rapidly into the final launch experience
5.2 User Testing Objectives
Evaluate the following Olympics-related core content areas in the Max app in terms of discoverability, comprehension, and ease of use:
Olympics section
Popular Sports section
Sports Hub.
Research sessions were conducted in-lab in Paris over 3 days with 6 participants. Sessions included interviews, desktop usability testing, mobile review, and feature prioritization.
Participants were sports streaming subscribers and regular Olympic viewers, balanced across different age groups.
Prototype for Paris 2024 in Max
Max User wants to watch Olympics Scenario
As an Olympics streaming user,
I want seamless access to Olympic sports content organized by sport category,
So that I can easily find and watch the sport I’m interested in at any time, whether it is live or available on demand.
5.3 Testing Insights
Lens Label
“Paris 2024” best — clearer, more distinctive, and event-focused.
“Olympics” felt generic — understood, but less engaging.
Text beat the rings icon — easier to recognize and navigate.
Popular Sports Rail
Low visibility — often missed due to its page position.
Easy to navigate — icons made browsing intuitive.
Valuable for discovery — useful, but limited by placement.
06/07 Paris 2024
Delivery
Serving both customers and internal teams.
Final delivery required close collaboration with developers, stakeholders, and accessibility teams.
Data insights helped identify content patterns and popular sports across countries and future events.
The Design System played a key role, with component anatomy, behavior, and accessibility documented as a living process from early stages through launch.
07/07 Paris 2024
Launch & Iteration
A major event we enjoyed analyzing live.
7.1 Iteration
The project continues beyond launch through analytics, user feedback, and design iterations. This ongoing UX cycle drives continuous product improvement and a better user experience.
7.2 Success
The success of the Paris 2024 experience at Max went beyond metrics and user behavior. A strong collaborative team, shared enthusiasm, and team spirit were key to its success.
7.3 Next Phase
New ideas emerged throughout the process, shaping the future backlog. Post-launch insights will also guide ongoing improvements.