2022

Role: Senior UX Writer

The problem

In 2022, DAZN made a significant commercial decision: introducing pay-per-view events to the platform. The business problem was straightforward – PPV represented a major new revenue stream.

However, years before, DAZN had publicly promised its customers it would never introduce pay-per-view. This wasn't just a product change; it was a broken promise to a loyal subscriber base.

On top of that, DAZN's PPV model didn't follow industry norms: rather than a standalone purchase, users had to hold an active DAZN subscription and buy the event separately – a mechanic most users wouldn't expect and many would find confusing.

My role

UX writer and copywriter across the full PPV experience – from catalogue and sign-up through to purchase – as well as leading the broader communications strategy around the launch.

The content challenge

Two distinct problems to solve simultaneously: clarity and trust.

On clarity, the purchase mechanic needed to be explained upfront, before users entered the funnel, so there were no surprises at checkout. I created the label "subscribe to buy" to set the right expectation from the first touchpoint, and "add to your plan" as the framing for the event itself – language that made the two-step purchase feel logical rather than like a hidden cost.

On trust, I worked with the marketing and CRM teams to develop a transparency-first communications strategy. Rather than quietly launching PPV and hoping users wouldn't notice the contradiction, I proposed being direct about it: an email to existing subscribers explaining why DAZN had introduced PPV and committing to keeping prices low elsewhere on the platform, supported by a full help centre article laying out the context. The instinct was to minimise the issue; I pushed for honesty as the better long-term play.

The results

800,000

buys on the first event.

£100m+

PPV now generates hundreds of millions every year in annual revenue for DAZN.

Visuals

TV homescreen

‘Add on event’ label on TV homescreen

Purchase journey

Pay-per-view event added on the same screen as the payment plans, to ensure clarity it was an extra. We also added the check-box for extra clarity – users had to opt in to add this event.

My Account

Created a new ‘add-on events’ space and the ability to purchase the event.