GULLY
GULLY
CRICKET
CRICKET
[ MOBILE APP ]
[ MOBILE APP ]
[ END TO END CASE STUDY ]
[ END TO END CASE STUDY ]
[ MASTERS THESIS ]
[ MASTERS THESIS ]
[ 2024-ONGOING ]
[ 2024-ONGOING ]
Researched Key Barriers and Developed a Test-Ready Prototype to Expand Cricket in the U.S.
Researched Key Barriers and Developed a Test-Ready Prototype to Expand Cricket in the U.S.
Uncovered why South-East Asians struggle to find Cricket-playing opportunities in the U.S. Designed a solution that connects players and helps them find nearby venues effortlessly and on time.
Uncovered why South-East Asians struggle to find Cricket-playing opportunities in the U.S. Designed a solution that connects players and helps them find nearby venues effortlessly and on time.
[ PROJECT DETAILS ]
Type
Type
Case Study, Mobile App
My Role
My Role
Product Design, Brand Identity,
UX Research & Design
Timeline
Timeline
2024-Ongoing
Project Stack
Project Stack
Figma, Obsidian, Google Meet, Zoom, Google Calendar, MS Excel, Calendly, Google Forms, Google Scholar, Adobe Photoshop, Adobe Illustrator, Freepik and Flaticon.
APP PROTOTYPE
RESEARCH ARTIFACTS
INTRODUCTION
INTRODUCTION
[ CRICKET IN THE STATES ]
In the U.S., finding casual cricket games is extremely challenging for the growing South Asian and immigrant communities who deeply cherish the sport. While organized leagues exist, they demand long-term commitments, leaving casual players without options. Gully Cricket aims to solve this by offering a seamless mobile platform where players can book venues, join pick-up games, and connect with fellow enthusiasts, reviving the sport's accessibility.
[ PROBLEM STATEMENT ]
Cricket is one of the most popular sports globally, with deep cultural significance in South Asian and Caribbean communities. Local Competitive Leagues in the U.S., operate at a semi-pro level and require time, commitment and long-distance travel.
However, in the U.S., casual Cricket lacks structure, leading to several challenges:
Limited access to venues – Only four indoor cricket facilities exist nationwide.
Difficulties in finding players – Individuals rely on word-of-mouth or informal WhatsApp groups.
Lack of spontaneous playing options – Unlike basketball or soccer, cricket lacks an on-demand system for casual play.
High barriers in existing platforms – Apps like CricClubs, Goodrec, cater primarily to league-based cricket, leaving casual players underserved.
[ THE SOLUTION ]
A mobile app designed to facilitate casual cricket through:
On-Demand Venue Booking – Users can book available venues for their desired times.
Find & Join Pick-Up Games – Players can see pre-organized games and join with a tap.
Karma Points & Loyalty System – Gamification to discourage no-shows, late comers and mis-demeanors.
Subscription Model & Monetization – Offering premium features, data analytics, and venue partnerships.
View Prototype
Skip to Key Insights
IMPACT
OF
CRICKET
[ DEEP ROOTED IN CULTURE ]
In countries like India, Pakistan, Sri Lanka, Bangladesh, and Nepal, cricket is more than just a sport—it's a huge part of everyday life. It serves as a source of entertainment, national pride, and even a way of life. The sport has also become an essential part of the region's identity, especially in India, where cricket can feel like a unifying force despite other divisions (like language, ethnicity, and politics).
[ CRICKET WORLD CUP 1983 ]
India, a team of underdogs who previously only managed to win one match in the previous two world cups, faced off against the Mighty West Indies who were on course to win their third World Cup in a row. To everyone’s surprise, India beat West Indies by 43 runs. This was the first time an entire sub-continent came together in unison, despite the ongoing cultural riots in Bengal and the border disputes with Pakistan and China over Kashmir.
Fast forward to today, in India, Cricket is much more than just a game, its a religion and players like Sachin Tendulkar and Virat Kohli are worshipped as Gods and have a huge fan following.
CRICKET
IN
INDIA
[ ITS EVERYWHERE ]
Cricket is incredibly accessible in India, with people playing the sport everywhere—on streets, in parks, and in open spaces. It's a game that thrives in every corner, from bustling cities to remote villages. Finding players, equipment, and places to play is never a challenge, as cricket has become ingrained in the daily lives of millions across the country. The simplicity of the game and its widespread popularity make it a go-to pastime for people of all ages.
96
%
of the 1 billion Cricket fans across the world are of Indian origin.
17
%
of total India’s population is involved in playing Cricket.
05
%
of United States’ population play Baseball.
To put things in perspective, If 10 Indians participate in an outdoor sport, 8 of those 10 prefer playing Cricket.
SOUTH
ASIANS
IN
U.S.
[ FAST GROWING COMMUNITY ]
As of the 2022 American Community Survey, there are approximately 4.5 million Indian Americans residing in the United States, accounting for about 1.5% of the total U.S. population. This makes them the second-largest Asian American group, following Chinese Americans.
The Indian American population has experienced significant growth over the past few decades. For instance, from 2000 to 2015, the number of Indian Americans more than doubled, increasing from 2.2 million to 4.9 million. This growth can be attributed to various factors, including immigration and higher birth rates within the community.
4.8M
residents in the U.S. are of Indian Origin.
145K
individuals from India migrated to the U.S. in 2022.
Between 2000 and 2006, approximately 421,006 Indian immigrants were admitted to the U.S., up from 352,278 during the 1990–1999 period. More recently, in 2018, Indians made up 25% of all non-resident migrants in the U.S., representing the highest number of non-resident migrants (those without U.S. citizenship or green cards).
U.S.
COMPETITIVE
LEAGUES
[ EXISTING SOLUTION ]
Prior to USA Cricket, the USACA was the governing body for cricket in the U.S. However, due to governance issues, it was expelled from the ICC in 2017, leading to the formation of USA Cricket as its successor.
Numerous local and regional leagues operate across the United States, catering to the diverse cricketing communities. These leagues organize tournaments and matches at various levels, contributing significantly to the sport's grassroots development.
[ LOCAL LEAGUES DISTRIBUTION ]
08
Leagues in Northeast Region
Leagues in Northeast Region
07
Leagues in Central West Region
Leagues in Central West Region
08
Leagues in Central West Region
Leagues in Central West Region
06
Leagues in Southeast Region
Leagues in Southeast Region
02
Leagues in Southwest Region
Leagues in Southwest Region
Despite having 30+ local leagues, people I interviewed told a different story.
USER
INTERVIEWS
[ WHAT DO CRICKET PLAYERS WANT? ]
I interviewed 13 individuals across the U.S. to explore the barriers preventing them from playing cricket. Participants were selected through a Google Form Survey designed to assess their cricket-playing needs and challenges.
The interview questions were carefully crafted based on principles from The Mom Test by Rob Fitzpatrick, ensuring they elicited honest, unbiased insights about the barriers to playing cricket in the U.S.
Link to Survey
Link to Interview Discussion Guide
[ AFFINITY MAPPING ]
Affinity mapping was instrumental in organizing and making sense of the insights gathered from the interviews. By grouping similar responses, I was able to identify recurring themes, categorize the key challenges players face, and uncover underlying patterns. This structured approach helped distill complex, qualitative data into clear problem areas, forming the foundation for actionable solutions.
View in High Quality
Key Learnings
Major issues most Users faced were:
Lack of equipment, difficulty in finding players, and long distances to Cricket Venues.
[ JOURNEY MAP ]
Journey mapping allowed me to pinpoint the stages where users faced the most difficulties in their cricket experience, particularly when comparing their experiences in their home country to those in the U.S. To explore whether location played a role, I conducted a quick geographical analysis. However, the findings showed no significant correlation between a user’s location within the U.S. and their ability to play cricket. This led me to conclude that accessibility challenges were not location-dependent but rather influenced by other factors.
View in High Quality
Key Learnings
A user's location within the U.S. had no significant impact on their ability to find cricket-playing opportunities. This suggests that the challenges persist even in states with larger and more closely knit South Asian communities, such as New Jersey, New York, Chicago, and Seattle. The issue is not just regional but systemic, highlighting broader barriers to cricket accessibility across the country.
[ USER SEGMENTATION ]
Next, I analyzed the interview data to identify which users had access to playing opportunities and which did not. I performed User Segmentation to categorize players based on their accessibility to the game.
View in High Quality
[ PROBLEMS WITH LOCAL CRICKET LEAGUES ]
Two of my interviewees had experience playing in local cricket leagues. Both shared the challenges that led them to quit shortly after joining. P10, my tenth interviewee, had an especially compelling story about the issues that pushed them away from league participation.
“I was just... playing like a substitute player for a year long. I used to go field, I used to provide water bottles to our team.”
"Because he's staying with us for a very long time, let's give him the chance. But NO! It's not by pure trials or a merit-based kind of thing."
"Because of the love for cricket, I used to go and sit in the scorching sun and I used to field for them."
- P10, Teja on his experience playing in the New Jersey Cricket Association League.
Key Learnings
Working professionals struggled more to find cricket-playing opportunities than students, primarily due to their busy schedules. In contrast, students benefited from university-sponsored opportunities, making access easier for them.
Interviewees who actively play cricket in the U.S. have typically lived here for over 6-7 years, suggesting that long-term residents have better access to playing opportunities than newcomers.
Local leagues are highly competitive, time-intensive, and require a significant commitment, often operating at a semi-professional level where players must balance their schedules, training, and travel to participate effectively.
INDOOR
CRICKET
IN
THE
U.S.
[ STAKEHOLDER ]
I had the privilege of interviewing Mr. Sibu Matthews, who works at Indoor Cricket USA, a dedicated Indoor Cricket facility in the U.S.
He shared insights into managing indoor cricket venues and his efforts to promote cricket among Americans. He also introduced me to the Indoor Cricket World Cup, explaining how the U.S. team progressed to the later stages of the tournament despite the sport's niche presence in the country.
He highlighted that his biggest challenge was keeping his indoor arenas occupied, as they remain empty on most days.
KEY
INSIGHTS
[ DEEP DIVE ]
After conducting interviews with 13 users and a key stakeholder - Mr. Sibu Mathew, a board member of World Indoor Cricket Federation (WICF) I had gathered a substantial amount of qualitative data on the challenges of playing cricket in the U.S. Additionally, secondary research provided further context, uncovering critical factors that influence the accessibility and growth of the sport.
[ MIND MAP ]
Despite thoroughly analyzing the problem from multiple perspectives, I found it challenging to pinpoint which issues were truly solvable. Even with a deep understanding of the barriers, narrowing down a specific, addressable problem remained difficult.
It was time to take a step back and analyze the problems holistically. Mind Mapping allowed me to consolidate all the raw data from interviews and secondary research in one place, helping me explore each problem category in greater depth.
View in High Quality
View in High Quality
Key Insights
Most problems revolve around finding other Cricket Players to play with.
Local leagues and competitive tournaments demand commitment, are difficult to get into and not so welcoming to newcomers.
Cricket equipment like the Bat, Wickets and Hard-Tennis Ball, are difficult to find.
Indoor Cricket Venues allow people to play Cricket in all kinds of Climates and weather. Unfortunately, there are only about four Indoor Cricket Venues in the U.S.
[ FIVE WHYS EXERCISE ]
To further explore the insights I had gathered, I applied the 5 Whys Method to uncover the root causes behind the challenges players faced. This approach helped me break down surface-level problems and identify the deeper, underlying issues affecting cricket accessibility in the U.S.
[ IN A NUTSHELL ]
I have two choices if I wish to play cricket in the United States:
Find a league team that will let me play. If I am fortunate enough to discover one, the games are costly, time-consuming, and require a car because of the far locations.
It doesn't seem like a straightforward undertaking but...
Go out there myself, get at least ten people interested, persuade them to play, set up the equipment, find locations and speak with the owners, organize with everyone, and deal with no-shows.
HOW
MIGHT
WE
STATEMENT
[ THE MAIN PROBLEM ]
How might we help casual cricket players in the U.S. connect with other players and access playing opportunities that are flexible and free from long-term commitments?
[ RESEARCH SUMMARY ]
THE
SOLUTION
[ MOBILE APP ]
Research revealed that the biggest barrier to playing casual cricket is the lack of accessible, flexible options. Players struggle to find nearby games that fit their schedule, often facing long travel distances and the challenge of gathering enough participants.
HOW DOES IT WORK?
Partner with indoor or pickup soccer venue owners by convincing them that presenting their venue for bookings only on the Gully Cricket App will help them with more bookings and keeping their venues packed, and that they must share a portion of the revenue generated by venue bookings.
Partner with retail stores/manufacturing abroad/local that produce/sell pickup cricket kits to use in soccer pick-up grounds and convince them to sell cricket kits to us at lower prices as we will help them with Sales Increase, Bulk orders, Frequent orders due to expansion/wear & tear.
WHY SOCCER VENUES?
Unlike dedicated cricket venues, which are often located on the outskirts, soccer facilities are more common within cities and easier to access.
5v5 Soccer venues are big enough for a Pick-up Cricket game between 10-12 players.
WHY MOBILE APP?
The main challenge was coordinating individuals for a single pick-up cricket game while ensuring venues stayed booked and generate revenue at the same time.
Other solutions included placing cricket gear in public parks and open grounds across the U.S.—a high-effort, low-return strategy—and creating events on platforms like Eventbrite or Meetup, which ultimately benefit those platforms more than the cricket community.
A mobile app emerged as the ideal solution—desirable for users, feasible to build, and viable as a business.
[ USER PERSONA - BASED ON RESEARCH ]
To address the needs of my target users—individuals in the U.S. who want to play casual cricket on their own schedule, without long-term commitments or extensive travel—I developed a detailed User Persona.
MOTIVATIONS & GOALS
Cricket serves as a stress reliever and a fun way to stay in shape.
Raj is eager to build a social circle in Philadelphia and believes cricket is a great way to connect with other people in his city.
Playing cricket helps him feel closer to his roots and stay connected to his cultural background.
PAIN POINTS
As a newcomer, struggles to find cricket games or clubs at TJU and in Philadelphia in general.
He didn’t bring his cricket gear from India, and buying new equipment in the U.S. is expensive
and inconvenient.
Most cricket grounds are far from the university, making it difficult for him to participate in games without a car.
NEEDS
Raj needs a platform to easily find pick-up cricket games.
He needs games that align with his academic calendar and study hours.
With a student budget, he can’t afford expensive cricket gear and hopes to borrow or rent equipment.
TECHNOLOGY HABITS
Actively uses Instagram, Facebook, and Snapchat.
Searches for cricket-related events and leagues through Google, Reddit, and TJU student forums.
Primarily uses WhatsApp to chat with family and friends and join groups for information on events.
INDIAN STUDENT NEW TO THE U.S.
Raj Kamal recently moved from India to the United States to pursue a Master's degree in Architecture at Thomas Jefferson University, Philadelphia. He grew up playing cricket casually with friends & considers it a key part of his social life & physical activity.
MOTIVATIONS & GOALS
Cricket serves as a stress reliever and a fun way to stay in shape.
Raj is eager to build a social circle in Philadelphia and believes cricket is a great way to connect with other people in his city.
Playing cricket helps him feel closer to his roots and stay connected to his cultural background.
PAIN POINTS
As a newcomer, struggles to find cricket games or clubs at TJU and in Philadelphia in general.
He didn’t bring his cricket gear from India, and buying new equipment in the U.S. is expensive
and inconvenient.
Most cricket grounds are far from the university, making it difficult for him to participate in games without a car.
NEEDS
Raj needs a platform to easily find pick-up cricket games.
He needs games that align with his academic calendar and study hours.
With a student budget, he can’t afford expensive cricket gear and hopes to borrow or rent equipment.
TECHNOLOGY HABITS
Actively uses Instagram, Facebook, and Snapchat.
Searches for cricket-related events and leagues through Google, Reddit, and TJU student forums.
Primarily uses WhatsApp to chat with family and friends and join groups for information on events.
QUOTE
“Playing cricket reminds me of home and gives me a sense of belonging, but I just wish it was easier to find a game and meet new people in Philadelphia.”
[ INFORMATION ARCHITECTURE ]
To design a scalable, intuitive experience for two distinct user groups — Customers and Venue Partners — I began by mapping the core functions into clear structural hierarchies. My goal was to reduce cognitive load and surface the most common tasks up front, while keeping secondary features discoverable but non-intrusive.
DUAL APP STRUCTURE
Customer App focused on discovering, booking, and managing gameplay sessions.
Venue Partner App built to streamline space management, bookings, and customer insights.
VIEW ARTIFACTS
View in High Quality
View in High Quality
View in High Quality
Key Decisions
Flat Navigation: For the customer app, I prioritized a bottom navigation system with high-frequency actions like "Play", "Profile", and "Notifications" placed up front. The "More" section holds less frequently accessed features like Settings, Offers, and Policies.
Progressive Disclosure: Deep content like venue policies, match rules, and transaction history are tucked under relevant parent categories to avoid overwhelming first-time users.
Mirrored Flows for Venue Partners: The venue partner app mirrors some structural patterns from the customer app to maintain consistency but introduces dashboards, analytics, and space controls as primary elements.
[ STORYBOARD ]
Storyboarding allowed me to step into the shoes of indoor cricket players and venue owners, helping me visualize how my solution could seamlessly fit into their routines and address their day-to-day challenges.
Raj receives a notification about an upcoming game day after tomorrow.
He opens the notification, which takes him to the Gully Cricket App, where he notices that the venue is extremely close to his current location.
Raj notices that the game is at 7:30 PM on Saturday. He wonders if he has time for it.
He quickly checks his calendar for any conflicting schedules. Fortunately, he is available on Saturday at the time of the pick-up game.
Perfect timing! He is ecstatic and promptly pays for and confirms his slot in the game.
On Saturday, three hours before the game, the host certifies the game's status in the Game Chat.
Reaches the venue at 7:00 PM and is greeted by the Game Host.
Enjoys a two-hour game of cricket while also making new pals.
On his way home from the game, he leaves a five-star overall rating.
Key Insights
For a pick-up game to run smoothly, the host must take responsibility for clearly communicating any major changes—such as time, date, or location—before the game.
Players should regularly check the game page for updates. Notifications will be key in reminding them.
Gully Cricket enables casual cricket players to book venues, connect with other players, and join pre-organized games at their convenience, while ensuring their personal data remains private.
View Prototype
PICK-UP
CRICKET
ground
booking
USER PAIN POINTS
Struggle to find games to play.
Unfamiliar with the culture and people.
Cricket Gear is unavailable.
APP FEATURES
Pickup Cricket hosted by players at soccer venues near your home.
Equipment provided at the venue.
Play at your own convenience.
PICK-UP
CRICKET
ground
booking
USER PAIN POINTS
Dedicated Cricket Facilities far from home.
No official way of booking a venue.
Hassle of Organizing a game.
APP FEATURES
View availability at different venues near your location.
Compare prices, distance, etc.
Reserve venues to play.
[ BRAND POSITIONING ]
For casual cricket players in the U.S. who want to play pick-up games at their convenience and close to home, Gully Cricket offers a seamless mobile app that connects them with nearby players and venues. Unlike Goodrec, Meetup, and Endalgo, Gully Cricket simplifies the process by automatically organizing regular pick-up games—eliminating the hassle of finding players, booking venues, and managing game logistics.
CUSTOMERS VALUE
Playing Cricket casually at their own schedule.
Not having to travel long distances for a game.
Booking venues in advance.
Data privacy.
BRAND TONE
During Payments: Direct & Transparent.
While Booking: Supportive & Inclusive.
During Cancellations: Clear & Fair.
On Social Media: FOMO creating.
BRAND ADJECTIVES
Sporty
Organic
Street
Playful
Energetic
Colorful
Bright
Aggressive
Tough
Masculine
Western
Graffiti
BRAND TRAIT
Encouraging people to get involved.
Motivating messages on Social Media & App.
Loud & Playful announcements of updates.
Creating FOMO with UX writing & Campaigning.
View Full Brand Identity
BUSINESS
STRATEGY
[ REVENUE ]
[ VISION AND MISSION ]
VISION
Reviving cricket in the U.S. by reconnecting players, breaking down barriers, and making the game more accessible.
MISSION
Making casual cricket in the U.S. more accessible by connecting players, simplifying game setup, and reducing reliance on leagues.
GOAL
To make Gully Cricket the go-to platform for pick-up Cricket in the U.S. with 100k+ downloads and venue partnerships all across the United States.
[ STRATEGY ]
BUSINESS OBJECTIVES
Dominate the casual cricket market by offering the most user-friendly and efficient platform for booking games and connecting players.
Onboard a larger share of the cricket-playing demographic by making the app accessible to players of all skill levels and backgrounds.
Build a loyal user base that drives repeat usage and word-of-mouth referrals, reducing customer acquisition costs.
Establish Gully Cricket as the leading brand in the U.S. casual cricket market.
Make Venues exclusive business partners to avoid competitors from partnering with them for Cricket.
Develop a scalable and profitable business model that ensures long-term financial sustainability and investor confidence.
KEY PERFORMANCE INDICATORS (KPIS)
User Acquisition
Total Downloads
Daily Active Users (DAU)
Monthly Active Users (MAU)
Stickiness Ratio (DAU/MAU) x 100
New Users per Month
Total Premium Subscribers
Target within 1-1.5 years
100k+
5k+
50k+
25%
5k+
2k+ (2%)
Venue Partnerships
Target within 2 years
Target within 2 years
Target within 2 years
Target within 2 years
200+
8
80%
Bookings
No. of Venues Bookings (Team)
No. of Individual Players Bookings
No. of Hosts Bookings
Total Bookings
Per Month
8000+
1k+
80%
10k+
KEY EXPERIENCE INDICATORS (KEIS)
User Engagement
Session Length
Frequency of Use
New Users per Month
Retention Rate
Churn Rate
Target
5-10 minutes
3+ times per week
5k+
25%
10%
User Satisfaction
Net Promoter Score (NPS)
App Store Rating
User Reviews
Target
50+
4.5+
80%+ positive
Marketing
Cost Per Acquisition (CPA)
App Store Rating
User Reviews
Viral Coefficient
Target
$5
4.5+
80%+ positive
>1.0
SWOT ANALYSIS
SWOT
Strengths
Weaknesses
Opportunities
Threats
Details
Niche market targeting South Asian and immigrant cricket enthusiasts in the U.S.
Find Venues, Players and Pre-organized games for pick-up Cricket nearby.
Provide re-usable equipment for the game.
Utilization of existing Indoor Venues instead of building dedicated facilities for Cricket.
Users can enjoy indoor cricket regardless of weather conditions in their location.
First-mover advantage in a largely underserved market.
Scalable model through venue partnerships.
Encourages community-building among cricket enthusiasts.
Users can skip the hassle of persuading and organizing players.
Data Privacy is ensured by not revealing any Personal Data with other users.
Limited awareness of cricket in the U.S. beyond immigrant communities.
High dependency on venue and equipment vendor collaborations for success.
Retention challenges for casual players who may lose interest over time.
No-shows, late cancellations and late comers might result in negative app ratings.
Seasonal activity limits outdoor games in colder regions.
There is a significant shortage of a wide network of players and venues when compared to apps like CricClubs.
Platform is vulnerable to scams and Cyber attacks.
Growing popularity of cricket in the U.S. through leagues and tournaments (e.g., IPL, T20 World Cup).
Significant rise in the number of South Asians residing in the U.S.
The U.S. sports facilities market was valued at approximately $36.16 billion in 2024.
The establishment of Major League Cricket (MLC) in 2023.
Big corporations and brands, such as Microsoft and (IPL), have invested in cricket leagues and facilities in the U.S.
Cricket has returned to the Olympics in Los Angeles 2028.
President Donald Trump's 2025 Policies on Immigration & Tariffs.
Competitive sports apps (e.g., Endalgo & Cric) may add cricket features.
Difficulty in securing exclusive venue partnerships.
High user churn if players lose interest or switch to other sports.
Economic instability reducing user willingness to pay for bookings or subscriptions.
Pick-up Cricket equipment becoming cheap and accessible.
Resistance from Venue Owners or other Stakeholders.
New recycling laws could lead to increased costs for plastic.
GROWTH STRATEGY
Increase awareness of Cricket beyond Immigrant Communities:
Partner with schools and colleges to integrate cricket into their sports programs.
Rent Cricket equipment at local parks and recreational areas.
Partner with Influencers to promote the game.
Partner with schools and colleges to integrate cricket into their sports programs.
Reduce dependency on Venue and Vendor Collaborations:
Invest in construction of Indoor Sports Facilities.
Partner with multi-sport complexes to ensure access to shared venues.
Invest in building exclusive Gully Cricket facilities in key regions.
Improve Retention for Casual Players:
Gamify the app by introducing Karma Points, Discounts as Rewards, and challenges to keep players engaged.
Offer subscription perks like discounted equipment rentals or free coaching sessions.
Promote awareness about the health benefits of playing Cricket.
Appeal to individuals in the U.S. who prefer alternatives to Basketball or Baseball, offering cricket as a unique and engaging option.
Address No-Shows and Late Cancellations:
Users need to pay upfront for the game or venue booking via the App.
Users who cancel a game within 24-hours before the beginning of a pre-organized game pay a small fee reflected in their refund
Similar to reddit Karma system where users get points based on their bookings.
No-shows and late cancellations result in a short period ban.
Users can cancel their slot before a specified amount of time for refunds.
Expand into other Sports:
Allow users to book venues and find players for other Niche Sports.
Make this platform a safe space for nice sports.
Partner with multiple vendors for Cricket equipment:
Keep exploring alternatives when it comes to Cricket Equipment Vendors.
Sign up and onboard multiple vendors at once for better negotiation.
Partner with local sports retailers.
Improve logistics and optimize manufacturing and distribution.
Highlight the profitability of cricket as a growing market to attract stakeholder investment and support:
Educate Indoor venue owners about the potential of Cricket.
Provide equipment to venues for free or at a discounted rate.
Deal with Cyber-Security and Scams:
Strengthen the platform’s Cybersecurity measures to protect user data and payments.
Users can report other users for illegitimate activities like using curse words, scamming, blackmailing or promoting betting or other illegal activities.
The Karma System will impose higher charges on users with low karma points, penalizing no-shows, late cancellations, or inappropriate behavior.
Users can block other users if need be.
Explore Funding and Partnerships:
Seek venture capital to scale operations and marketing efforts.
Partner with international cricket organizations (e.g., ICC, BCCI) to co-host events and tournaments.
COMING
UP...
[ MOBILE APP ]
OTHER
PROJECTS
[ EXPLORE MORE ]
[ UX RESEARCH ]
[ PRETO-TYPING ]
[ 2024 ]
Reimagining Online Trivia Gameplay and Using Preto-typing to Test and Validate New Ideas.
Preto-typing tests showed 100% engagement in gameplay, but low initial interest in niche Quiz topics. 8/57 (14%) users signed up for early access, and 1/91 (0.04%) requested a new topic.
[ DESIGN STRATEGY ]
[ UX DESIGN ]
[ 2024-25 ]
Helping Enhance a Platform for Sales Professionals to Achieve Higher Conversion Rates.
Contributed to strategy and design for the startup’s funding success and re-designed the website.
[ UX DESIGN & RESEARCH ]
[ 2023 ]
Re-designed the Post-its app to Cater to the Needs of its Existing Audience and Validated the Idea with Testing.
Achieved a 99% average task completion rate with 12 participants in a 20-min Usability Test Session. The idea being tested was designed and Prototyped in Figma within a span of 2 months.
Shoot me an E-mail
darwaivarun@gmail.com
[ LOCATED IN PHILADELPHIA, PENNSYLVANIA ] [ AVAILABLE TO WORK ANYWHERE IN THE UNITED STATES ]
VARUN KUMAR DARWAI
©2025 VARUN KUMAR DARWAI // ALL RIGHTS RESERVED
GULLY
CRICKET
[ MOBILE APP ]
[ END TO END CASE STUDY ]
[ MASTERS THESIS ]
[ 2024-ONGOING ]
Researched Key Barriers and Developed a Test-Ready Prototype to Expand Cricket in the U.S.
Uncovered why South-East Asians struggle to find Cricket-playing opportunities in the U.S. Designed a solution that connects players and helps them find nearby venues effortlessly and on time.
[ PROJECT DETAILS ]
Type
Case Study, Mobile App
My Role
Product Design, Brand Identity,
UX Research & Design
Timeline
2024-Ongoing
Project Stack
Figma, Obsidian, Google Meet, Zoom, Google Calendar, MS Excel, Calendly, Google Forms, Google Scholar, Adobe Photoshop, Adobe Illustrator, Freepik and Flaticon.
APP PROTOTYPE
RESEARCH ARTIFACTS
INTRODUCTION
[ CRICKET IN THE STATES ]
In the U.S., finding casual cricket games is extremely challenging for the growing South Asian and immigrant communities who deeply cherish the sport. While organized leagues exist, they demand long-term commitments, leaving casual players without options. Gully Cricket aims to solve this by offering a seamless mobile platform where players can book venues, join pick-up games, and connect with fellow enthusiasts, reviving the sport's accessibility.
[ PROBLEM STATEMENT ]
Cricket is one of the most popular sports globally, with deep cultural significance in South Asian and Caribbean communities. Local Competitive Leagues in the U.S., operate at a semi-pro level and require time, commitment and long-distance travel.
However, in the U.S., casual Cricket lacks structure, leading to several challenges:
Limited access to venues – Only four indoor cricket facilities exist nationwide.
Difficulties in finding players – Individuals rely on word-of-mouth or informal WhatsApp groups.
Lack of spontaneous playing options – Unlike basketball or soccer, cricket lacks an on-demand system for casual play.
High barriers in existing platforms – Apps like CricClubs, Goodrec, cater primarily to league-based cricket, leaving casual players underserved.
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IMPACT
OF
CRICKET
[ DEEP ROOTED IN CULTURE ]
In the U.S., finding casual cricket games is extremely challenging for the growing South Asian and immigrant communities who deeply cherish the sport. While organized leagues exist, they demand long-term commitments, leaving casual players without options. Gully Cricket aims to solve this by offering a seamless mobile platform where players can book venues, join pick-up games, and connect with fellow enthusiasts, reviving the sport's accessibility.
[ PROBLEM STATEMENT ]
In countries like India, Pakistan, Sri Lanka, Bangladesh, and Nepal, cricket is more than just a sport—it's a huge part of everyday life. It serves as a source of entertainment, national pride, and even a way of life. The sport has also become an essential part of the region's identity, especially in India, where cricket can feel like a unifying force despite other divisions (like language, ethnicity, and politics).
[ CRICKET WORLD CUP 1983 ]
India, a team of underdogs who previously only managed to win one match in the previous two world cups, faced off against the Mighty West Indies who were on course to win their third World Cup in a row. To everyone’s surprise, India beat West Indies by 43 runs. This was the first time an entire sub-continent came together in unison, despite the ongoing cultural riots in Bengal and the border disputes with Pakistan and China over Kashmir.
Fast forward to today, in India, Cricket is much more than just a game, its a religion and players like Sachin Tendulkar and Virat Kohli are worshipped as Gods and have a huge fan following.
CRICKET
IN
INDIA
[ DEEP ROOTED IN CULTURE ]
Cricket is incredibly accessible in India, with people playing the sport everywhere—on streets, in parks, and in open spaces. It's a game that thrives in every corner, from bustling cities to remote villages. Finding players, equipment, and places to play is never a challenge, as cricket has become ingrained in the daily lives of millions across the country. The simplicity of the game and its widespread popularity make it a go-to pastime for people of all ages.
[ PROBLEM STATEMENT ]
In countries like India, Pakistan, Sri Lanka, Bangladesh, and Nepal, cricket is more than just a sport—it's a huge part of everyday life. It serves as a source of entertainment, national pride, and even a way of life. The sport has also become an essential part of the region's identity, especially in India, where cricket can feel like a unifying force despite other divisions (like language, ethnicity, and politics).
96
%
of the 1 billion Cricket fans across the world are of Indian origin.
17
%
of total India’s population is involved in playing Cricket.
05
%
of United States’ population play Baseball.
To put things in perspective, If 10 Indians participate in an outdoor sport, 8 of those 10 prefer playing Cricket.
U.S.
COMPETITIVE
LEAGUES
[ EXISTING SOLUTION ]
Prior to USA Cricket, the USACA was the governing body for cricket in the U.S. However, due to governance issues, it was expelled from the ICC in 2017, leading to the formation of USA Cricket as its successor.
Numerous local and regional leagues operate across the United States, catering to the diverse cricketing communities. These leagues organize tournaments and matches at various levels, contributing significantly to the sport's grassroots development.
[ LOCAL LEAGUES DISTRIBUTION ]
08
Leagues in Northeast Region
07
Leagues in Central West Region
08
Leagues in Central West Region
06
Leagues in Southeast Region
02
Leagues in Southwest Region
Despite having 30+ local leagues, people I interviewed told a different story.
USER
INTERVIEWS
[ WHAT DO CRICKET PLAYERS WANT? ]
I interviewed 13 individuals across the U.S. to explore the barriers preventing them from playing cricket. Participants were selected through a Google Form Survey designed to assess their cricket-playing needs and challenges.
The interview questions were carefully crafted based on principles from The Mom Test by Rob Fitzpatrick, ensuring they elicited honest, unbiased insights about the barriers to playing cricket in the U.S.
Link to Survey
Link to Interview Discussion Guide
[ PROBLEM STATEMENT ]
In countries like India, Pakistan, Sri Lanka, Bangladesh, and Nepal, cricket is more than just a sport—it's a huge part of everyday life. It serves as a source of entertainment, national pride, and even a way of life. The sport has also become an essential part of the region's identity, especially in India, where cricket can feel like a unifying force despite other divisions (like language, ethnicity, and politics).
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Key Learnings
Major issues most Users faced were:
Lack of equipment, difficulty in finding players, and long distances to Cricket Venues.
[ JOURNEY MAP ]
Journey mapping allowed me to pinpoint the stages where users faced the most difficulties in their cricket experience, particularly when comparing their experiences in their home country to those in the U.S. To explore whether location played a role, I conducted a quick geographical analysis. However, the findings showed no significant correlation between a user’s location within the U.S. and their ability to play cricket. This led me to conclude that accessibility challenges were not location-dependent but rather influenced by other factors.
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Key Learnings
Working professionals struggled more to find cricket-playing opportunities than students, primarily due to their busy schedules. In contrast, students benefited from university-sponsored opportunities, making access easier for them.
Interviewees who actively play cricket in the U.S. have typically lived here for over 6-7 years, suggesting that long-term residents have better access to playing opportunities than newcomers.
Local leagues are highly competitive, time-intensive, and require a significant commitment, often operating at a semi-professional level where players must balance their schedules, training, and travel to participate effectively.
INDOOR
CRICKET
IN
THE
U.S.
[ STAKEHOLDER ]
I had the privilege of interviewing Mr. Sibu Matthews, who works at Indoor Cricket USA, a dedicated Indoor Cricket facility in the U.S.
He shared insights into managing indoor cricket venues and his efforts to promote cricket among Americans. He also introduced me to the Indoor Cricket World Cup, explaining how the U.S. team progressed to the later stages of the tournament despite the sport's niche presence in the country.
He highlighted that his biggest challenge was keeping his indoor arenas occupied, as they remain empty on most days.
KEY
INSIGHTS
[ EXISTING SOLUTION ]
After conducting interviews with 13 users and a key stakeholder - Mr. Sibu Mathew, a board member of World Indoor Cricket Federation (WICF) I had gathered a substantial amount of qualitative data on the challenges of playing cricket in the U.S. Additionally, secondary research provided further context, uncovering critical factors that influence the accessibility and growth of the sport.
[ MIND MAP ]
Despite thoroughly analyzing the problem from multiple perspectives, I found it challenging to pinpoint which issues were truly solvable. Even with a deep understanding of the barriers, narrowing down a specific, addressable problem remained difficult.
It was time to take a step back and analyze the problems holistically. Mind Mapping allowed me to consolidate all the raw data from interviews and secondary research in one place, helping me explore each problem category in greater depth.
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Key Learnings
Most problems revolve around finding other Cricket Players to play with.
Local leagues and competitive tournaments demand commitment, are difficult to get into and not so welcoming to newcomers.
Cricket equipment like the Bat, Wickets and Hard-Tennis Ball, are difficult to find.
Indoor Cricket Venues allow people to play Cricket in all kinds of Climates and weather. Unfortunately, there are only about four Indoor Cricket Venues in the U.S.
[ FIVE WHYS EXERCISE ]
To further explore the insights I had gathered, I applied the 5 Whys Method to uncover the root causes behind the challenges players faced. This approach helped me break down surface-level problems and identify the deeper, underlying issues affecting cricket accessibility in the U.S.
[ FIVE WHYS EXERCISE ]
I have two choices if I wish to play cricket in the United States:
Find a league team that will let me play. If I am fortunate enough to discover one, the games are costly, time-consuming, and require a car because of the far locations.
It doesn't seem like a straightforward undertaking but...
Go out there myself, get at least ten people interested, persuade them to play, set up the equipment, find locations and speak with the owners, organize with everyone, and deal with no-shows.
HOW
MIGHT
WE
STATEMENT
[ THE MAIN PROBLEM ]
How might we help casual cricket players in the U.S. connect with other players and access playing opportunities that are flexible and free from long-term commitments?
THE
SOLUTION
[ MOBILE APP ]
Research revealed that the biggest barrier to playing casual cricket is the lack of accessible, flexible options. Players struggle to find nearby games that fit their schedule, often facing long travel distances and the challenge of gathering enough participants.
HOW DOES IT WORK?
Partner with indoor or pickup soccer venue owners by convincing them that presenting their venue for bookings only on the Gully Cricket App will help them with more bookings and keeping their venues packed, and that they must share a portion of the revenue generated by venue bookings.
Partner with retail stores/manufacturing abroad/local that produce/sell pickup cricket kits to use in soccer pick-up grounds and convince them to sell cricket kits to us at lower prices as we will help them with Sales Increase, Bulk orders, Frequent orders due to expansion/wear & tear.
WHY SOCCER VENUES?
Unlike dedicated cricket venues, which are often located on the outskirts, soccer facilities are more common within cities and easier to access.
5v5 Soccer venues are big enough for a Pick-up Cricket game between 10-12 players.
WHY MOBILE APP?
Unlike dedicated cricket venues, which are often located on the outskirts, soccer facilities are more common within cities and easier to access.
5v5 Soccer venues are big enough for a Pick-up Cricket game between 10-12 players.
[ FIVE WHYS EXERCISE ]
INDIAN STUDENT NEW TO THE U.S.
Raj Kamal recently moved from India to the United States to pursue a Master's degree in Architecture at Thomas Jefferson University, Philadelphia. He grew up playing cricket casually with friends & considers it a key part of his social life & physical activity.
MOTIVATIONS & GOALS
Cricket serves as a stress reliever and a fun way to stay in shape.
Raj is eager to build a social circle in Philadelphia and believes cricket is a great way to connect with other people in his city.
Playing cricket helps him feel closer to his roots and stay connected to his cultural background.
PAIN POINTS
As a newcomer, struggles to find cricket games or clubs at TJU and in Philadelphia in general.
He didn’t bring his cricket gear from India, and buying new equipment in the U.S. is expensive
and inconvenient.
Most cricket grounds are far from the university, making it difficult for him to participate in games without a car.
NEEDS
Raj needs a platform to easily find pick-up cricket games.
He needs games that align with his academic calendar and study hours.
With a student budget, he can’t afford expensive cricket gear and hopes to borrow or rent equipment.
TECHNOLOGY HABITS
Actively uses Instagram, Facebook, and Snapchat.
Searches for cricket-related events and leagues through Google, Reddit, and TJU student forums.
Primarily uses WhatsApp to chat with family and friends and join groups for information on events.
QUOTE
“Playing cricket reminds me of home and gives me a sense of belonging, but I just wish it was easier to find a game and meet new people in Philadelphia.”
[ INFORMATION ARCHITECTURE ]
To design a scalable, intuitive experience for two distinct user groups — Customers and Venue Partners — I began by mapping the core functions into clear structural hierarchies. My goal was to reduce cognitive load and surface the most common tasks up front, while keeping secondary features discoverable but non-intrusive.
VIEW ARTIFACTS
Customer App focused on discovering, booking, and managing gameplay sessions.
Venue Partner App built to streamline space management, bookings, and customer insights.
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Key Learnings
Flat Navigation: For the customer app, I prioritized a bottom navigation system with high-frequency actions like "Play", "Profile", and "Notifications" placed up front. The "More" section holds less frequently accessed features like Settings, Offers, and Policies.
Progressive Disclosure: Deep content like venue policies, match rules, and transaction history are tucked under relevant parent categories to avoid overwhelming first-time users.
Mirrored Flows for Venue Partners: The venue partner app mirrors some structural patterns from the customer app to maintain consistency but introduces dashboards, analytics, and space controls as primary elements.
[ STORYBOARD ]
Storyboarding allowed me to step into the shoes of indoor cricket players and venue owners, helping me visualize how my solution could seamlessly fit into their routines and address their day-to-day challenges.
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Key Learnings
For a pick-up game to run smoothly, the host must take responsibility for clearly communicating any major changes—such as time, date, or location—before the game.
Players should regularly check the game page for updates. Notifications will be key in reminding them.
Gully Cricket enables casual cricket players to book venues, connect with other players, and join pre-organized games at their convenience, while ensuring their personal data remains private.
View Prototype
[ BRAND POSITIONING ]
For casual cricket players in the U.S. who want to play pick-up games at their convenience and close to home, Gully Cricket offers a seamless mobile app that connects them with nearby players and venues. Unlike Goodrec, Meetup, and Endalgo, Gully Cricket simplifies the process by automatically organizing regular pick-up games—eliminating the hassle of finding players, booking venues, and managing game logistics.
CUSTOMERS VALUE
Playing Cricket casually at their own schedule.
Not having to travel long distances for a game.
Booking venues in advance.
Data privacy.
BRAND TONE
During Payments: Direct & Transparent.
While Booking: Supportive & Inclusive.
During Cancellations: Clear & Fair.
On Social Media: FOMO creating.
BRAND TRAIT
Encouraging people to get involved.
Motivating messages on Social Media & App.
Loud & Playful announcements of updates.
Creating FOMO with UX writing & Campaigning.
View Full Brand Identity
BUSINESS
STRATEGY
[ VISON AND MISSION ]
VISION
Reviving cricket in the U.S. by reconnecting players, breaking down barriers, and making the game more accessible.
MISSION
Making casual cricket in the U.S. more accessible by connecting players, simplifying game setup, and reducing reliance on leagues.
GOAL
To make Gully Cricket the go-to platform for pick-up Cricket in the U.S. with 100k+ downloads and venue partnerships all across the United States.
[ STRATEGY ]
BUSINESS OBJECTIVES
Dominate the casual cricket market by offering the most user-friendly and efficient platform for booking games and connecting players.
Onboard a larger share of the cricket-playing demographic by making the app accessible to players of all skill levels and backgrounds.
Build a loyal user base that drives repeat usage and word-of-mouth referrals, reducing customer acquisition costs.
Establish Gully Cricket as the leading brand in the U.S. casual cricket market.
Make Venues exclusive business partners to avoid competitors from partnering with them for Cricket.
Develop a scalable and profitable business model that ensures long-term financial sustainability and investor confidence.
KEY PERFORMANCE INDICATORS (KPIs)
User Acquisition
Total Downloads
Daily Active Users (DAU)
Monthly Active Users (MAU)
Stickiness Ratio (DAU/MAU) x 100
New Users per Month
Total Premium Subscribers
Target within 1-1.5 years
100k+
5k+
50k+
25%
5k+
2k+ (2%)
Venue Partnerships
Target within 2 years
Target within 2 years
Target within 2 years
Target within 2 years
200+
8
80%
Bookings
No. of Venues Bookings (Team)
No. of Individual Players Bookings
No. of Hosts Bookings
Total Bookings
Per Month
8000+
1k+
80%
10k+
KEY EXPERIENCE INDICATORS (KEIs)
User Engagement
Session Length
Frequency of Use
New Users per Month
Retention Rate
Churn Rate
Target
5-10 minutes
3+ times per week
5k+
25%
10%
User Satisfaction
Net Promoter Score (NPS)
App Store Rating
User Reviews
Target
50+
4.5+
80%+ positive
Marketing
Cost Per Acquisition (CPA)
App Store Rating
User Reviews
Viral Coefficient
Target
$5
4.5+
80%+ positive
>1.0
GROWTH STRATEGY
Increase awareness of Cricket beyond Immigrant Communities:
Partner with schools and colleges to integrate cricket into their sports programs.
Rent Cricket equipment at local parks and recreational areas.
Partner with Influencers to promote the game.
Partner with schools and colleges to integrate cricket into their sports programs.
Reduce dependency on Venue and Vendor Collaborations:
Invest in construction of Indoor Sports Facilities.
Partner with multi-sport complexes to ensure access to shared venues.
Invest in building exclusive Gully Cricket facilities in key regions.
Improve Retention for Casual Players:
Gamify the app by introducing Karma Points, Discounts as Rewards, and challenges to keep players engaged.
Offer subscription perks like discounted equipment rentals or free coaching sessions.
Promote awareness about the health benefits of playing Cricket.
Appeal to individuals in the U.S. who prefer alternatives to Basketball or Baseball, offering cricket as a unique and engaging option.
Address No-Shows and Late Cancellations:
Users need to pay upfront for the game or venue booking via the App.
Users who cancel a game within 24-hours before the beginning of a pre-organized game pay a small fee reflected in their refund
Similar to reddit Karma system where users get points based on their bookings.
No-shows and late cancellations result in a short period ban.
Users can cancel their slot before a specified amount of time for refunds.
Expand into other Sports:
Allow users to book venues and find players for other Niche Sports.
Make this platform a safe space for nice sports.
Partner with multiple vendors for Cricket equipment:
Keep exploring alternatives when it comes to Cricket Equipment Vendors.
Sign up and onboard multiple vendors at once for better negotiation.
Partner with local sports retailers.
Improve logistics and optimize manufacturing and distribution.
Highlight the profitability of cricket as a growing market to attract stakeholder investment and support:
Educate Indoor venue owners about the potential of Cricket.
Provide equipment to venues for free or at a discounted rate.
Deal with Cyber-Security and Scams:
Strengthen the platform’s Cybersecurity measures to protect user data and payments.
Users can report other users for illegitimate activities like using curse words, scamming, blackmailing or promoting betting or other illegal activities.
The Karma System will impose higher charges on users with low karma points, penalizing no-shows, late cancellations, or inappropriate behavior.
Users can block other users if need be.
Explore Funding and Partnerships:
Seek venture capital to scale operations and marketing efforts.
Partner with international cricket organizations (e.g., ICC, BCCI) to co-host events and tournaments.
Coming Soon...
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OTHER
PROJECTS
[ EXPLORE MORE ]
[ UX RESEARCH ]
[ PRETO-TYPING ]
[ 2024 ]
Reimagining Online Trivia Gameplay and Using Preto-typing to Test and Validate New Ideas.
Preto-typing tests showed 100% engagement in gameplay, but low initial interest in niche Quiz topics. 8/57 (14%) users signed up for early access, and 1/91 (0.04%) requested a new topic.
[ DESIGN STRATEGY ]
[ UX DESIGN ]
[ 2024-25 ]
Helping Enhance a Platform for Sales Professionals to Achieve Higher Conversion Rates.
Contributed to strategy and design for the startup’s funding success and re-designed the website.
[ UX DESIGN & RESEARCH ]
[ 2023 ]
Re-designed the Post-its app to Cater to the Needs of its Existing Audience and Validated the Idea with Testing.
Achieved a 99% average task completion rate with 12 participants in a 20-min Usability Test Session. The idea being tested was designed and Prototyped in Figma within a span of 2 months.
Shoot me an E-mail
darwaivarun@gmail.com
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VARUN KUMAR DARWAI
©2025 VARUN KUMAR DARWAI // ALL RIGHTS RESERVED
Shoot me an E-mail
darwaivarun@gmail.com
[ LOCATED IN PHILADELPHIA, PENNSYLVANIA ] [ AVAILABLE TO WORK ANYWHERE IN THE UNITED STATES ]
VARUN KUMAR DARWAI
©2025 VARUN KUMAR DARWAI // ALL RIGHTS RESERVED