About the project

My previous company, Stellar Omada, is currently a front-of-shirt sponsor for Hearts FC. Due to this relationship, when Hearts decided they needed a streaming site of their own, instead of paying another company a large chunk of their income to do so, they came to us. The aim was to create a platform where fans could watch games live or view highlights, interviews and other behind-the-scenes content. This would also include a subscription-based premium account, as well as a future goal of including an auction site where shirts worn in games and signed by their respective players could be bid on and sold.

Problem statement and users

The core problem was bridging the gap between the club and its geographically dispersed fanbase in a way that felt modern, accessible, and distinctly “Hearts.” Supporters, from local season-ticket holders to international fans who rarely attend matches at Tynecastle Park, lacked a unified digital destination for live streams, match replays, exclusive interviews and behind-the-scenes content. Existing methods relied on an outside streaming service that streamed the games of several clubs with a monopoly on the market, or illegal streams on platforms across the internet. I was designing for deeply loyal, multi-generational supporters with varying levels of digital confidence, tech-savvy younger fans expecting seamless cross-device streaming, and international supporters seeking connection across time zones. The challenge was to create a platform that strengthened community, increased accessibility, and elevated the perceived value of club media — transforming passive viewers into engaged members of the Hearts ecosystem.

Methodology

I began by understanding the club’s commercial goals and brand position within Heart of Midlothian F.C. This included a sit-down discussion with the CEO of Stellar Omada and the Heart of Midlothian F.C. marketing team. The platform needed to increase digital revenue (subscriptions & retention), strengthen global fan engagement, and feel premium and aligned with the Hearts identity. This stage clarified constraints, including VPNs, branding, content schedules, important features and technical streaming requirements.

I then centred the user flows around the emotional arc of matchday. Pre-match build-up, the live match experience, as well as post-match analysis & replay and midweek engagement, were important to get right. This ensured the platform supported the rhythm of football fandom rather than behaving like a generic video service.

I translated these early insights into low-fidelity wireframes to quickly validate content hierarchy, navigation structure, and the prominence of live match access. By iterating on interactive prototypes, I focused on reducing friction to key actions, particularly “watch live” and replay discovery, while refining layout, visual hierarchy, and responsiveness across devices. Feedback loops with stakeholders ensured the experience balanced fan needs with commercial and technical constraints.

Challenges and Design Approach

One challenge was translating the strong visual identity of Heart of Midlothian F.C. into a premium streaming interface. The club’s deep maroon palette is bold and emotionally charged, but using it heavily across a video-first product risked overwhelming content or reducing readability. I had to carefully balance brand expression with contrast, whitespace, and typographic hierarchy to ensure the UI felt modern and content-led rather than overly corporate or traditional. On top of this, Hearts supporters span generations. Some users are highly comfortable with streaming platforms, whilst others may be less familiar with subscription flows or digital video interfaces. The UI needed to feel intuitive without being oversimplified. Clear typography, obvious buttons, and predictable navigation patterns were critical.

My approach was to prioritise clarity and transparency in the interface, creating clear entry points for live matches, replays, highlights, and behind-the-scenes content while appropriately communicating limitations and rights constraints up front. I also focused on hierarchy and ease of access, ensuring that key actions like “Watch Live” and “Watch Now” were prominent and accessible across devices. By testing navigation flows and iterating on stakeholder feedback, I balanced the needs of international fans who expect seamless streaming with domestic users who value simplicity and consistency, ultimately delivering a platform that feels engaging, trustworthy, and aligned with the emotional rhythms of Hearts supporters.

Outcome

Hearts TV shipped late last year to a positive reception, especially from those living abroad who wanted a way to tune in whilst supporting the club. The platform achieved a 25% increase in session duration and a 15% uplift in subscription conversions within the first three months of launch. Key outcomes included a unique digital match-day experience with a live chat, streamlined content discovery, and responsive design across mobile and desktop, ensuring fans could connect with the team anytime, anywhere.