AusOpen '25

The Australian Open is one of the four Grand Slam tennis tournaments, held annually in Melbourne, Australia, every January. As the first major of the year, it kicks off the tennis season, followed by the French Open, Wimbledon, and the US Open. Capturing the Open digitally, the AO app caters to all fans, from casual spectators to die-hard enthusiasts with a passion for stats and live updates. With each new update, features are enhanced, and user experience is refined. The numbers speak for themselves—hundreds of thousands of users, millions of streaming minutes, a 4.7-star rating, and frequent features on the App Store. The Australian Open continues to engage and thrill fans both in person and digitally.

Year after year, Tennis Australia is dedicated to refining its products, customer experience, and digital offerings to amplify both the tournament’s reach and commercial potential. With a focus on purposeful innovation, the team at Studio Mass continually enhances the digital experience. Building on the existing platform, our primary goal for this tournament was to boost user engagement and product usage. We concentrated on refining the onboarding sequence to enable greater personalisation, improving content discovery through optimised search functionality, and enriching the experience with enhanced video content, player stats, and tournament scheduling. These updates are crafted to provide a more seamless and engaging experience, ensuring fans can easily access the content they love while deepening their connection with the Australian Open’s digital platform.

Sprint after sprint, the feature releases progressively bridged the gap between the in-tournament experience and the digital platform, enhancing user engagement and overall digital experience. Key updates included enriched video content, comprehensive player statistics, and up-to-date tournament scheduling, all of which required seamless integrations with third-party suppliers to ensure smooth delivery.

The onboarding process was refined to streamline content discovery and offer a more personalized user experience, tailoring results, stats, and content to each individual's preferences. This personalization was enhanced by optimized search functionality and a more robust content library, allowing users to easily navigate and find the content most relevant to them.

These improvements not only enhanced the overall app experience but also drove greater engagement. The Australian Open app was prominently featured on the App Store throughout the tournament, a testament to its success in offering a user-friendly, dynamic, and immersive digital experience that kept fans connected to the action both on and off the court.