Deutsche Telekom XR Sports

A fully immersive XR sports application

Role: Lead Product Designer
Timeline: May–June 2024 2-Month Delivery
Team: 2 Designers, 1 BA, 1 SA, 2 XR Developers, 1 QA, Client Product Owner & Tech Lead
Platform: Meta Quest 3 Apple Vision Pro

The XR experience in action

Captured directly from the Vision Pro headset, this demo shows key features and interactions across the XR experience from the user’s perspective.

Bringing football into XR

I led product design for an immersive XR sports streaming experience for Deutsche Telekom during UEFA EURO 2024.

Built for Meta Quest 3 and Apple Vision Pro, the experience combined live matches, highlights, stats, replays, and multi-camera viewing within a clear spatial interface.

Role

I led product design across both XR platforms, working closely with developers from concept through implementation. Given the tight timeline, design decisions were validated directly in development rather than through a traditional handoff process.

I quickly ramped up on XR interaction patterns and platform constraints by testing extensively on both devices and studying existing XR applications.

Users & Context

The experience was designed for Deutsche Telekom stakeholders and public attendees at live EURO 2024 events.

Users engaged during live matches in short, high-energy sessions, requiring the experience to be intuitive, visually clear, and immediately engaging.

Goals

Demonstrate the potential of XR for immersive sports viewing
Explore interaction patterns for live and on-demand content in a spatial environment
Integrate real-time sports data into the experience
Deliver a high-quality proof of concept within a fixed timeline

Challenges

Dual-platform delivery: Designing for Meta Quest 3 and Apple Vision Pro within an 8-week timeline.
Real-time reliability: Ensuring stable performance for live matches and data-heavy statistics.
Development workflow: Validating designs directly in the development environment to move quickly.
Spatial hierarchy: Balancing immersive viewing with complex sports data without overwhelming the user.

Process

Due to the tight timeline, we worked in fast iterations, moving directly from concept into development without a traditional prototyping phase.

Design decisions were continuously tested on-device with developers, allowing us to validate ideas in real time and adapt quickly to technical constraints.

Key decisions

Prioritized spatial hierarchy to keep the live stream as the central focus
Designed interaction blocks based on user attention (center vs periphery)
Simplified navigation for quick understanding during live events
Designed for Meta Quest first to ensure performance, then adapted for Vision Pro

Design journey

Wireframes

We used low-fidelity wireframes to quickly explore layout, interaction zones, and spatial hierarchy before moving into visual design.

Simple shapes allowed us to compare options, reposition content blocks, and stay focused on structure rather than detail. This helped us define how users would move through the experience and how supporting content could stay accessible without distracting from the live match.

Simple layout
Everything fits vertically within the frame.
Advanced layout
Scroll vertically when the hierarchy needs more depth.

1 / 2

Home layout exploration

Early exploration of the home experience, comparing simple and advanced layouts for live highlights, VOD, and supporting match content.

Design journey

UI Design

After validating the structure in wireframes, I moved into high-fidelity UI design for Meta Quest 3 and Apple Vision Pro.

The goal was to keep the information hierarchy consistent while adapting the interface to each platform’s conventions, performance constraints, and Deutsche Telekom’s visual identity.

1 / 6

Live player

Live viewing experience with the match at the center, supported by replays, stats, and multi-camera content around the periphery.

Outcome

We delivered a functional XR proof of concept within 2 months, showcased during UEFA EURO 2024 for Deutsche Telekom stakeholders and public attendees.

The project demonstrated how XR could bring live sports, real-time data, and interactive content together in a spatial viewing experience across Meta Quest 3 and Apple Vision Pro.

2 months

Delivery timeline

EURO 2024

Live showcase

2 platforms

Quest 3 + Vision Pro

Silver

Innovation of the Year

Recognition

The XR sports experience received Silver for Innovation of the Year at the SportsPro OTT Awards.

The recognition reinforced the project’s value as a forward-looking example of how XR can create new forms of engagement around live sports.

Learnings

Working directly with developers helped us move faster, but required close alignment and quick decision-making.
Spatial hierarchy was critical for guiding attention and avoiding information overload in XR.
Platform constraints shaped interaction design more than expected, especially across Meta Quest 3 and Apple Vision Pro.
Simple, familiar interaction patterns worked best in high-energy, time-limited live event contexts.

Quote

“Accedo’s unrivalled experience and expertise within the XR, media and sports industries has enabled it to seamlessly build a high-quality XR live sports streaming experience. The application will allow us to deliver a truly immersive and engaging vision of a next-generation MagentaSport experience.”

— Daniel Aslam, Senior Partner & Business Development Manager, Deutsche Telekom

Other cases