Ana Argüezo

case study / product design

Red Bull TV

How might we help Red Bull sports fans connect with the sports and athletes they love?

Red Bull TV features exclusive content on extreme sports such as mountain biking, surfing, climbing and snowboarding. It’s free, ad-free, and packed with content you can’t find elsewhere. But for fans trying to follow live events or keep up with their favorite athletes, the platform’s navigation makes discovery harder than it should be.

 

This project explores how to make Red Bull TV easier to navigate, more personalized, and more connected for the fans who crave deeper coverage.

An illustrative sketch of a flower

My Role

  • Sole UX/UI Designer
  • User Interviews & Research
  • User Flows
  • Wire-framing
  • Usability Testing
  • Prototyping

The Problem

How might we help Red Bull sports fans quickly access live events and stay connected with their favorite athletes through content they care about?

 

Despite high enthusiasm for Red Bull’s unique content, especially their live events, user interviews revealed that fans:

  • Struggled to find what they wanted to watch
  • Encountered confusing navigation paths
  • Abandoned key tasks like saving favorites due to sign-in friction
  • Wanted more athlete-centered content and easier browsing by interest

 

 

The Solution

This solution enhances the discoverability of relevant content through personalization and by introducing the ability to browse ‘by sport’. Under the sports category the user can quickly find anything related to their sport, including live events. Athlete profiles will now be integrated within the event details page, allowing users to quickly access more information about them.

Onboarding Quiz

Signed in users can choose what content they want to see.

Personalized Homepage

Homepage is tailored making it easier to find relevant content.

Browsing By Interest

Users can explore sports they love, and dive into upcoming events and content archives.

Dedicated Sport Page

Highlight featured athletes so users can learn more about them and get updates.

Events by Sport

Highlight featured athletes so users can learn more about them and get updates.

Athlete Profiles in Event Details

Highlight featured athletes so users can learn more about them and get updates.

”Red Bull TV is like when I open my little nieces toy box to find something. You know what you want, but there’s so much in there that sometimes you get distracted with whatever is higher up”

Hannah Nash

Testing participant

Discovery

The first step was to get acquainted Red Bull TV’s offerings. They have a comprehensive app that offers a huge suite of content and for that reason it was important to identify what to prioritize and not try to redesign the entire product. To tackle this complexity, we decided to focus on the following assumptions validated through interviews:

 

  • Content is hard to find
  • Users want personalized recommendations
  • Users value related extras and athlete content
  • Users want to save content for later

Talking with real users

I carried out five think-aloud interviews with avid extreme sports enthusiasts. They were tasked with navigating the current Red Bull TV platform while sharing their thoughts out loud.

 

Here are some key insights gathered during the testing of the current app:

Events not categorized

Most testers were frustrated that events were lumped together instead of by category.

Confusing Channels Link

When tasked to find a live event, most testers said they expecting to find events in the channels link but instead found randomized live content.

 

Browsing pages felt misleading

Some testers tried tapping ‘browse’>‘bike page’, however this page contained a variety of bike content but not bike events.  

Logging in was a deterrent to favoriting content

Many testers abandoned favoriting after the login prompt. Consider onboarding users early for a seamless experience.

Other Key Insights from Testing

  • 4 out of 5 users relied on the search bar due to poor navigation
  • All participants loved athlete profiles and behind-the-scenes content
  • Many found the homepage overwhelming and felt unclear about where to start

Synthesis

Using an Empathy Map and Abstraction Laddering, I distilled findings into a clear user need:

“As a Red Bull fan, I want a fast, easy way to find live events and discover athlete content so I can stay connected to the sports I love.”

 

To visualize the current experience, I created a Persona and a User Journey Map, which highlighted friction in early discovery and navigation. I discovered numerous pain points and opportunities, so it was crucial to focus on the ones that aligned with my problem statement. Several key opportunities began to stand out:

  • Onboard users early to access all features
  • Personalize the homepage according to user interests
  • Organize content by discipline
  • Incorporate athlete content into event pages.

Ideation & Strategy

Sitemap re-design

I carried out five think-aloud interviews with avid extreme sports enthusiasts. They were tasked with navigating the current Red Bull TV platform while sharing their thoughts out loud. Here are some key insights gathered during the testing of the current app:

Planning the New App Structure

In addition to navigation, I wanted to provide alternative ways to get the content people need. To help guide my screen design decisions, I mapped out a new user journey for on of my primary use cases:

 

A new customer looking for a replay of a recent cycling event

 

This flow emphasized:

    • Onboarding and interest selection
    • Tailored content feed
    • Quick access to replays and athlete features

Lo-fidelity Wireframes

I developed low-fidelity wireframes to illustrate the primary screens and their interactions. For each critical screen, I generated three distinct concepts and selected the most effective one based on user feedback and usability principles.

Prototype

Reflection & Next Steps

Working independently without company data or stakeholder input posed limitations, but it also gave me the freedom to explore and validate ideas directly with users.

What I’d Do Differently:

  • Prioritize early testing of wireframes
  • Focus even more deeply on one product slice for richer insight
  • Expand research to include more athlete-centered browsing behaviors

Next, I’d conduct moderated usability testing on the high-fidelity prototype to validate design choices and refine key interactions.

More Projects:

Jakroo

2025

Headspace

2023

Jamba Juice

2022

Let’s work together

Ana Argüezo

case study / product design

Red Bull TV

How might we help Red Bull sports fans connect with the sports and athletes they love?

Red Bull TV features exclusive content on extreme sports such as mountain biking, surfing, climbing and snowboarding. It’s free, ad-free, and packed with content you can’t find elsewhere. But for fans trying to follow live events or keep up with their favorite athletes, the platform’s navigation makes discovery harder than it should be.

 

This project explores how to make Red Bull TV easier to navigate, more personalized, and more connected for the fans who crave deeper coverage.

The Problem

How might we help Red Bull sports fans quickly access live events and stay connected with their favorite athletes through content they care about?

 

Despite high enthusiasm for Red Bull’s unique content, especially their live events, user interviews revealed that fans:

  • Struggled to find what they wanted to watch
  • Encountered confusing navigation paths
  • Abandoned key tasks like saving favorites due to sign-in friction
  • Wanted more athlete-centered content and easier browsing by interest

 

 

My Role

  • Sole UX/UI Designer
  • User Interviews & Research
  • User Flows
  • Wire-framing
  • Usability Testing
  • Prototyping

The Solution

This solution enhances the discoverability of relevant content through personalization and by introducing the ability to browse ‘by sport’. Under the sports category the user can quickly find anything related to their sport, including live events. Athlete profiles will now be integrated within the event details page, allowing users to quickly access more information about them.

Onboarding Quiz

Signed in users can choose what content they want to see.

Personalized Homepage

Homepage is tailored making it easier to find relevant content.

Browsing By Interest

Users can explore sports they love, and dive into upcoming events and content archives.

Dedicated Sport Page

Highlight featured athletes so users can learn more about them and get updates.

Events by Sport

Highlight featured athletes so users can learn more about them and get updates.

Athlete Profiles in Event Details

Highlight featured athletes so users can learn more about them and get updates.

”Red Bull TV is like when I open my little nieces toy box to find something. You know what you want, but there’s so much in there that sometimes you get distracted with whatever is higher up”

Hannah Nash

Testing participant

Research & Discovery

The first step was to get acquainted Red Bull TV’s offerings. They have a comprehensive app that offers a huge suite of content and for that reason it was important to identify what to prioritize and not try to redesign the entire product. To tackle this complexity, we decided to focus on the following assumptions validated through interviews:

 

  • Content is hard to find
  • Users want personalized recommendations
  • Users value related extras and athlete content
  • Users want to save content for later

Talking with real users

I carried out five think-aloud interviews with avid extreme sports enthusiasts. They were tasked with navigating the current Red Bull TV platform while sharing their thoughts out loud. Here are some key insights gathered during the testing of the current app:

Browsing/Category pages felt misleading

Some testers tried tapping ‘browse’>‘bike page’, however this page contained a variety of bike content but not bike events.  

Logging in was a deterrent to favoriting content

Many testers abandoned favoriting after the login prompt. Consider onboarding users early for a seamless experience.

Events not categorized

Most testers were frustrated that events were lumped together instead of by category.

Confusing Channels Link

When tasked to find a live event, most testers said they expecting to find events in the channels link but instead found randomized live content.

 

Other Key Insights from Testing

  • 4 out of 5 users relied on the search bar due to poor navigation
  • All participants loved athlete profiles and behind-the-scenes content
  • Many found the homepage overwhelming and felt unclear about where to start

Synthesis

Using an Empathy Map and Abstraction Laddering, I distilled findings into a clear user need:

“As a Red Bull fan, I want a fast, easy way to find live events and discover athlete content so I can stay connected to the sports I love.”

 

To visualize the current experience, I created a Persona and a User Journey Map, which highlighted friction in early discovery and navigation. I discovered numerous pain points and opportunities, so it was crucial to focus on the ones that aligned with my problem statement. Several key opportunities began to stand out:

  • Onboard users early to access all features
  • Personalize the homepage according to user interests
  • Organize content by discipline
  • Incorporate athlete content into event pages.

Ideation & Strategy

Sitemap re-design

I carried out five think-aloud interviews with avid extreme sports enthusiasts. They were tasked with navigating the current Red Bull TV platform while sharing their thoughts out loud. Here are some key insights gathered during the testing of the current app:

Planning the New App Structure

In addition to navigation, I wanted to provide alternative ways to get the content people need. To help guide my screen design decisions, I mapped out a new user journey for on of my primary use cases:

 

A new customer looking for a replay of a recent cycling event

 

This flow emphasized:

    • Onboarding and interest selection
    • Tailored content feed
    • Quick access to replays and athlete features

Lo-fidelity Wireframes

I developed low-fidelity wireframes to illustrate the primary screens and their interactions. For each critical screen, I generated three distinct concepts and selected the most effective one based on user feedback and usability principles.

Reflection & Next Steps

Working independently without company data or stakeholder input posed limitations—but it also gave me the freedom to explore and validate ideas directly with users.

What I’d Do Differently:

  • Prioritize early testing of wireframes
  • Focus even more deeply on one product slice for richer insight
  • Expand research to include more athlete-centered browsing behaviors

Next, I’d conduct moderated usability testing on the high-fidelity prototype to validate design choices and refine key interactions.

More Projects:

Jakroo

2025

Headspace

2023

Jamba Juice

2022

Let’s work together

Ana Argüezo

case study / product design

Red Bull TV

How might we help Red Bull sports fans connect with the sports and athletes they love?

Red Bull TV features exclusive content on extreme sports such as mountain biking, surfing, climbing and snowboarding. It’s free, ad-free, and packed with content you can’t find elsewhere. But for fans trying to follow live events or keep up with their favorite athletes, the platform’s navigation makes discovery harder than it should be.

 

This project explores how to make Red Bull TV easier to navigate, more personalized, and more connected for the fans who crave deeper coverage.

The Problem

How might we help Red Bull sports fans quickly access live events and stay connected with their favorite athletes through content they care about?

 

Despite high enthusiasm for Red Bull’s unique content, especially their live events, user interviews revealed that fans:

  • Struggled to find what they wanted to watch
  • Encountered confusing navigation paths
  • Abandoned key tasks like saving favorites due to sign-in friction
  • Wanted more athlete-centered content and easier browsing by interest

 

 

My Role

  • Sole UX/UI Designer
  • User Interviews & Research
  • User Flows
  • Wire-framing
  • Usability Testing
  • Prototyping

The Solution

This solution enhances the discoverability of relevant content through personalization and by introducing the ability to browse ‘by sport’. Under the sports category the user can quickly find anything related to their sport, including live events. Athlete profiles will now be integrated within the event details page, allowing users to quickly access more information about them.

”Red Bull TV is like when I open my little nieces toy box to find something. You know what you want, but there’s so much in there that sometimes you get distracted with whatever is higher up”

Hannah Nash

Testing participant

Research & Discovery

The first step was to get acquainted Red Bull TV’s offerings. They have a comprehensive app that offers a huge suite of content and for that reason it was important to identify what to prioritize and not try to redesign the entire product. To tackle this complexity, we decided to focus on the following assumptions validated through interviews:

 

  • Content is hard to find
  • Users want personalized recommendations
  • Users value related extras and athlete content
  • Users want to save content for later

Talking with real users

I carried out five think-aloud interviews with avid extreme sports enthusiasts. They were tasked with navigating the current Red Bull TV platform while sharing their thoughts out loud. Here are some key insights gathered during the testing of the current app:

Events not categorized

Most testers were frustrated that events were lumped together instead of by category.

Confusing Channels Link

When tasked to find a live event, most testers said they expecting to find events in the channels link but instead found randomized live content.

 

Browsing/Category pages felt misleading

Some testers tried tapping ‘browse’>‘bike page’, however this page contained a variety of bike content but not bike events.  

Logging in was a deterrent to favoriting content

Many testers abandoned favoriting after the login prompt. Consider onboarding users early for a seamless experience.

Other Key Insights from Testing

  • 4 out of 5 users relied on the search bar due to poor navigation
  • All participants loved athlete profiles and behind-the-scenes content
  • Many found the homepage overwhelming and felt unclear about where to start

Synthesis

Using an Empathy Map and Abstraction Laddering, I distilled findings into a clear user need:

“As a Red Bull fan, I want a fast, easy way to find live events and discover athlete content so I can stay connected to the sports I love.”

 

To visualize the current experience, I created a Persona and a User Journey Map, which highlighted friction in early discovery and navigation. I discovered numerous pain points and opportunities, so it was crucial to focus on the ones that aligned with my problem statement. Several key opportunities began to stand out:

  • Onboard users early to access all features
  • Personalize the homepage according to user interests
  • Organize content by discipline
  • Incorporate athlete content into event pages.

Ideation & Strategy

Sitemap re-design

I carried out five think-aloud interviews with avid extreme sports enthusiasts. They were tasked with navigating the current Red Bull TV platform while sharing their thoughts out loud. Here are some key insights gathered during the testing of the current app:

Planning the New App Structure

In addition to navigation, I wanted to provide alternative ways to get the content people need. To help guide my screen design decisions, I mapped out a new user journey for on of my primary use cases:

 

A new customer looking for a replay of a recent cycling event

 

This flow emphasized:

    • Onboarding and interest selection
    • Tailored content feed
    • Quick access to replays and athlete features

Ideation & Strategy

Wireframes

I developed low-fidelity wireframes to illustrate the primary screens and their interactions. For each critical screen, I generated three distinct concepts and selected the most effective one based on user feedback and usability principles.

Onboarding Quiz

Signed in users can choose what content they want to see.

Personalized Homepage

Homepage is tailored making it easier to find relevant content.

Browsing By Interest

Users can explore sports they love, and dive into upcoming events and content archives.

Dedicated Sport Page

Highlight featured athletes so users can learn more about them and get updates.

Events by Sport

Highlight featured athletes so users can learn more about them and get updates.

Athlete Profiles in Event Details

Highlight featured athletes so users can learn more about them and get updates.

Reflection & Next Steps

Wireframes

Working independently without company data or stakeholder input posed limitations—but it also gave me the freedom to explore and validate ideas directly with users.

What I’d Do Differently:

  • Prioritize early testing of wireframes
  • Focus even more deeply on one product slice for richer insight
  • Expand research to include more athlete-centered browsing behaviors

Next, I’d conduct moderated usability testing on the high-fidelity prototype to validate design choices and refine key interactions.

More Projects:

Jakroo

2025

Headspace

2023

Jamba Juice

2022