Bracket Challenge & Game Switcher

As the lead product designer for March Madness Live, I helped shape the cross-platform experience of one of the most anticipated sporting events in the U.S. My focus centered on two critical features: the Bracket Challenge, which fuels fan engagement through real-time predictions, and the Game Switcher, enabling seamless transitions between simultaneous games. To meet the needs of a highly engaged, time-sensitive audience, we designed intuitive and responsive interactions across mobile, web, and connected TV platforms. On mobile, the experience prioritized quick access to live scores and bracket updates, while the Game Switcher allowed users to jump between streams with minimal friction. For set-top boxes, we optimized remote navigation, ensuring the Game Switcher and Bracket Challenge could be used comfortably from the couch. On web, we balanced rich visual data with performance—ensuring the interface remained fast and fluid even during peak traffic moments. Our design system scaled across all platforms, ensuring brand consistency while adapting UI patterns to match each platform’s unique interaction model. By grounding our decisions in usability testing, fan behavior analytics, and platform-specific heuristics, we delivered an experience that matched the intensity and excitement of March Madness itself.