March Madness Live is the official streaming service for all 67 games of the annual NCAA Division I Men’s Basketball Championship. My team and I embarked on a complete redesign of all the digital products around the time Covid hit in 2020. I was responsible for shaping, executing, and delivering the overall creative vision for this project. Each year since then, we refine our features, adding new forms of content, and sunsetting others. In 2025, we delivered enhanced video features, introduced the new “Mascot Mode” for Bracket Challenge and reimagined the Boss Button tradition. In addition, we improved our multi-game experience and increased coverage of the Women’s tournament.
The March Madness Live app offers up-to-the-moment coverage through live video, scores, and real-time alerts. Fans can stay connected to the tournament at home or on the go.
A dynamic feed of vertical videos on the app kept engagement high. With the live activity/update widget, real-time scores and key updates appeared instantly on fans' lock screens.
The Tournament Run game lets fans draft teams with point values based on their seeding. The Fast Break feature keep fans in the action with real-time, live whip-around coverage of every game.
The homepage of the site is packed with live video coverage, exclusive VOD packages, condensed games and articles to keep fans engaged for hours.
The Game Center on web allowed fans to easily switch back and forth between live and upcoming games, making sure they didn't miss a beat.
The fan-favorite multi-game viewing feature on desktop and connected devices offered viewers the ability to stream up to four games at once, so they didn't have to miss a moment of the action.
A classic fan favorite, the Bracket Challenge for both Men's and Women's D1 Championships draws in everyone from casual watchers, to die-hard fans.
Ahead of the Sweet 16, Bracket Challenge players could tap into Path to the Championship for deeper insights to see which teams have the strongest chances of advancing.
With Conference Tournament Pick’Em, fans get to predict which teams will win each conference.
Back for 2025, the legendary Boss Button is giving desktop fans sneaky new ways to keep the tournament rolling, even at work.
Our connected TV apps give fans the same coverage as apps and web, but with a lean-back experience.
The multi-game viewing feature is a favorite when there are several games competing for air time. Fans can choose to watch up to four streams at one time.
Fans can keep up with their picks on the big-screen version of Bracket Challenge.
Parsing through scores is easy, and real-time alerts warn fans of potential upsets that they might want to see.
We also designed a wearable experience, as in the Apple Watch, here, to make sure fans were never without their scores and updates.