DAZN PPV marked a major shift in how the platform monetised live sports.
Until then, DAZN had been a pure subscription service, but high-profile boxing events created an opportunity to reach a wider audience through one-off purchases.
As Lead Product Designer in the Retention & Lifecycle team, I designed the first end-to-end PPV experience, from purchase to playback, across web, mobile, and TV.
The goal was to introduce a new commercial model without fragmenting the user experience or damaging trust in the brand’s subscription product.
Role:
Lead Product Designer, Retention & Lifecycle
Platforms:
Web, iOS, Android, tvOS
Duration:
6 months
Scope:
Global rollout
The Problem
This project introduced DAZN’s first Pay-Per-View (PPV) events, and the challenge was to make one-time purchases feel as simple and reliable as the existing subscription experience.
Users had to immediately understand:
What they were paying for and how long they would have access.
Whether a subscription was required in their case.
When and where they could watch the event.
Balancing these conditions across mobile, web, and TV, each with different payment systems, required creating a clear visual and interaction model for pricing, access, and confirmation. The goal was to remove any uncertainty around purchase and playback and ensure users could buy confidently across all platforms.
Research Insights
Before moving into design, I worked with UX Researchers, PMs, and Data Analysts to understand how users made purchase decisions and where uncertainty caused drop-offs. Together, we reviewed purchase data and user feedback across markets to identify key friction points in the transactional flow.
Key findings showed that:
Clarity drives conversion. Users were more likely to abandon when unsure what they were paying for or how long access would last.
Trust is built through transparency. Clear pricing, event availability, and replay access were essential for users to feel confident in their purchase.
Messaging consistency matters. Differences between subscription and PPV messaging often caused confusion and reduced confidence.
These findings shaped how the new purchase flow handled information hierarchy, feedback, and confirmation, ensuring key details appeared at the right time in every context.
The goal was to merge two commercial models, subscription and PPV, without breaking the coherence of DAZN’s ecosystem. The design work was guided by three principles: clarity, consistency, and reassurance.
Mapping the user journey
I began by mapping the entire journey from event discovery to playback. This included entry points from homepage promotions, in-app banners, My Account, and external marketing links.
The main focus was ensuring existing subscribers clearly understood eligibility and pricing, while new users could navigate the purchase path without confusion. Each branch was structured to reduce uncertainty early in the flow.
Information architecture of DAZN’s PPV experience
Overview of the DAZN PPV flow on iOS, mapping user paths from event discovery to checkout and playback.
Designing the purchase flow
The purchase experience had to balance simplicity with technical and legal accuracy.
Two distinct paths were created:
New users: prompted to buy a subscription and PPV bundle, with transparent pricing and recurring access details.
Existing subscribers: offered a single-purchase flow designed for speed, confidence, and minimal friction.
PPV purchase flow on iOS
Example screens for existing users showing a streamlined flow with clear pricing, payment feedback, and event access confirmation.
Web Desktop screens
Desktop web interface showing the Pay-Per-View event page and purchase page.
Adapting across platforms
The design needed to work seamlessly across web, mobile, and TV environments, each with different interaction models and constraints.
On web, scalability and responsive layouts ensured clarity across devices.
On mobile, flows were optimised for space and readability, prioritising frictionless payments.
On TV, the interface was adapted for remote navigation, emphasising legibility and confirmation feedback.
PPV Apple TV
Pay-Per-View interface for Apple TV, designed for clear event visibility and effortless purchase.
PPV Smart TV (HTML5)
Living Room interface showing QR-based event purchase.
Validation and iteration
To validate the new experience, I developed interactive prototypes and ran moderated testing with DAZN users in the UK. Testing focused on comprehension, trust, and perceived control during the purchase process.
Key insights:
Users needed clearer visibility of event start times and replay access.
Purchase confirmation required stronger feedback and reassurance.
These findings informed the final design adjustments, improving clarity around access rights and reinforcing confidence during purchase and playback.
The Pay-Per-View experience launched across multiple markets, helping DAZN expand its monetisation model and attract new users through event-based access. The new system set a foundation for future transactional products within the platform.
1
Delivered DAZN’s first global Pay-Per-View purchase flow for live sports events.
2
Introduced a hybrid purchase system combining subscriptions and one-off events.
3
Improved purchase clarity and trust, leading to fewer support requests and refund issues.
4
Established reusable design patterns for future transactional journeys.