22Yards
Revolutionising the cricket experience through app innovation.
22Yards is a platform for cricket enthusiasts: find nearby players, organise games, book grounds, join tournaments, and register as umpires or scorers. It aims to be a one-stop solution for players of every level.
- Client
- 22Yards
- Industry
- SportsTech
- Services
- Product Design, Branding, UX Research, Gamification
- Location
- Chennai, India
The challenge
Engagement was suffering because of a dated UI and UX. Navigation wasn't intuitive, the visuals lacked modern polish, and the absence of fresh features limited how well the app served cricket enthusiasts.
Our scope
We proposed a full overhaul of the UI and UX: a modern, intuitive interface paired with new features tailored to cricket players, designed to lift satisfaction and retention.
Strategy
A holistic approach to a revitalised app.
Market and competitor research shaped a distinct brand identity, codified into guidelines for logo, colour, typography, and imagery. A modular design system of reusable components made the product easier to scale.
We then designed a new interactive interface with intuitive navigation and integrated new features built around what cricket enthusiasts actually want.
Branding
Familiar colours, fresh energy.
We kept the purple and yellow that users associate with 22Yards and added complementary hues, keeping continuity with the existing brand while making it feel more vibrant.
Visual identity
Brand system in use.
Product design
Elevating the user experience.
Primary research (interviews, surveys, and persona work) was organised through affinity mapping into a clear picture of user needs. Secondary research covered competitors, published studies, and existing user feedback.
The resulting strategy centred on gamification: leaderboards for healthy competition, badges and medals for achievements, points for regular use, and detailed player statistics.
Key solutions
What we delivered.
- /01
A stylish revamp for engagement
Existing features were reimagined for a more intuitive journey, with a refreshed interface that invites users to explore and stay.
- /02
Innovative feature integration
Real-time match updates, interactive player stats, personalised recommendations, and gamification such as leaderboards, badges, and trophies.
- /03
Empowering players and building community
Forums, social features, and user-generated content turn 22Yards from a utility into a community where fans connect and share.
“We worked with Yume Labs to revamp our mobile application. They did an excellent job in UX research and gave us actionable insights for the app. They are a great team to work with. Highly recommended!”
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