Checked player information.
Many looked to YouTube for match tips instead.
not another task.
From a list of players.
To a team you believe in.
Pick with a reason. Build with a little help.
The starting point
You knew the game.
Not always the players.
Unfamiliar players, limited match insights and no team validation reduced confidence in Tier 2 matches. Fewer teams. Lower contest participation.
The brief: simplify multi-team creation with contextual insights, player stats and team validation.
Quantitative analysis / Existing behaviour
Fewer multi-team creations.
Multi-team creation dropped outside the IPL season.
Low activityWaiting for the lineup.
Waiting for the lineup.
Then, building a team.
- Team creation
- 56%Post-lineupsvs27%Pre-lineups
- Team saves
- 31% vs 58%
Team saves: comparison groups not specified.
Listening before designing
What was getting
in the way?
We surveyed active players across Tier 1 and Tier 2 matches about what made team creation difficult, where they looked for advice and whether they would use AI assistance.
What is your biggest challenge while creating teams?
- Largest response
Lack of player/
match info - Too time consuming
- Hard to differentiate between teams
How much time do you usually spend creating your first team?
- Largest response
5-10 minutes
- More than 10 minutes
- Less than 5 minutes
Where do you usually get match tips before creating teams?
- Largest response
YouTube and
influencers - Inside the app (player info, stats)
- Friends/groups outside the app
Would you use an AI-powered “Complete My Team” feature to save time?
- Largest response
Yes,
definitely. - Maybe, sometimes
- No, I prefer manual selection
Emphasis shows the largest response, not a percentage. Survey themes, not verbatim participant quotes.
Sample size and exact percentages are unavailable.
Qualitative analysis
The gap wasn’t interest.
It was confidence.
A reason beside the name.
Player stats + differentiator tags.
Guidance, inside the builder.
Video tips + match-specific guidance.
A useful second look.
Team review: strengths, risks, missed opportunities.
Design principles
Three goals.
One useful companion.
Offer personalised,
relevant insights.
Increase user confidence
in team selection.
Faster team creation.
Explore the three layers of Team Sensei
Product architecture
Same familiar journey.
Help where it matters.
Help is optional, not another step. Keep the familiar path; add assistance inside it.
The Splash Screen leads to Match Lobby, which leads to Add Cash. Match Lobby and Contest Lobby connect in both directions. Contest Lobby leads to My Teams, then Team Insights. Contest Lobby also leads to Create Team. Create Team leads directly to Captain / VC Captain, or through a group of three assistance tools: Super Powers, Make my Team, and AI-Video Tips. These tools are alternatives in one group, not sequential steps. The assistance group leads to Captain / VC Captain. Captain / VC Captain returns to Contest Lobby.
Understand
A player’s name.
A reason to pick.
Hot Form, Bold Picks and Expert Teams sit beside player stats, selection rate and credits. Differentiator tags explain the choice.
Keep the decision in context. Guidance belongs beside the player, not on a separate research detour.
less hunting.
more understanding.
A familiar voice, inside the flow
AI-powered video tips.
Featuring Sourav Ganguly.
Turn complex stats into easy-to-understand guidance, without asking players to leave the team builder.
- Key player updates
- Who is in form, and why it matters.
- Match context
- The conditions behind the choice.
- Expert predictions
- Guidance alongside the actual player list.
A familiar face for complex stats. Trust and relatability were the design intent, not a reported result.
the insight.
without the detour.
Build
A head start.
Or a whole team.
Less manual selection when Tier 2 players are unfamiliar. Choose how much help you need.
The grouped-pick route, in motion.
Two additions: six Hot Form players, then five Bold Picks.
A group, in one action
6 Hot Form picks.
Start with players
who are in form.
From selections to 11/11
5 Bold Picks.
Review the reasons.
Add the group.
Review
You’ve made a team.
Now, make sense of it.
See strengths, risks and missed opportunities. Suggestions help players compare teams and adjust their picks before joining a contest.
Read the balance.
Hot Form, Bold Picks and Wild Cards against recommended ranges. Your Strategy makes the mix visible.
Balanced, Risky and Safe Picks in the concept; Moderate and Safe in the shown UI.
Consider an alternative.
You vs Ganguly: Common Picks and Different Picks. Trending Picks and team switching support comparison, without replacing the decision.
The result
Less time assembling.
More help deciding.
Before8min
With assisted creation2min
Average team-creation time.
Measurement window and sample are not specified.
- ARPU · New users
- +2.34%
- Expert team usage
- 18%→31%
- Team saves
- +2%
Reported business outcomes, separate from the survey above. Measurement period and comparison cohorts are not supplied.
The connected experience
Small moments of help.
One considered journey.
Read the match.
Pitch, weather and head-to-head context.
Smart Picks turns it into a starting point.
Borrow a starting point.
Top Picks and ready-to-use teams.
Expert Teams: Attacking / Safe / Moderate.
Compare Avg Points, Ultimate Team %, Wickets and Runs in Top Picks.
Pick with a reason.
Choose who leads.
Keep your teams in view.
Make the help discoverable.
What I’m taking forward
Don’t just give people
more information.
Help them make a decision.
Context, speed and confidence work best together,
at the point where the choice is being made.
