Industry: Sports
Time: 5 weeks
Project Type: Concept
Completion: 2023
You watch a soccer match and instantly connect with a new team. You check their schedule and see they’re playing in your city. Excited to buy tickets and a jersey, you open the team's app. But the experience quickly turns frustrating. You're redirected to third-party sites with broken links, and a confusing checkout process. After an hour of failed attempts, you give up. On match day, instead of being in the stands, you’re watching from home. What started as excitement fades before it even had the chance to grow.
Eliminating friction for a complete fan experience.
As Legion FC’s fan base grows, the current app shows usability and scalability issues. This presents an opportunity to redesign the experience by streamlining navigation and reducing friction in key areas like ticket and merchandise sales, creating a more efficient, all-in-one platform for fans.
With the expanding fan base, the shortcomings of the current app have become evident. These limitations present an opportunity not only to address bugs but also to develop a solution capable of managing the surge in demand from fans.
After understanding strengths and weaknesses of the existing app, I started leveraging what worked effectively and expanding on it. By reorganizing the tabs, I created space to address friction points such as ticket and merchandise sales.
❌ Problem
When attempting to purchase a ticket or apparel, users are often directed to an external vendor's website.
🚫 Why it’s bad for users
Redirecting users lowers task completion rates by interrupting user flow and causing friction in the experience.
🚫 Why it’s bad for business
Fans outside the region face barriers from limited online access to tickets and merchandise, disrupting the user experience and excluding remote users
Keeping it all in one place.
To better understand the users point of view, I conducted surveys on Reddit and Discord. Results showed 35% of local fans had issues with ticket sales, and 40% reported problems with merchandise. Many expressed frustration with being redirected outside the app to complete purchases, which reduced their motivation to follow through.
Problem
🚫 Purchases are redirected to an outside app.
🚫 Information is everywhere, this creates confusion for the user.
How we could fix it
✅ Integrate complete purchase journey natively into the app.
✅ Reorganized pages for clarity. Consolidated components, removed excess information for a clearer user experience.
I chose to retain the app’s core features and rework the wireframe to improve flow and usability. This approach maintains familiarity for existing users while streamlining navigation and reducing friction for new users. The goal was to simplify the experience, remove unnecessary steps, and add helpful features—making the app more intuitive and adaptable for all.
A pro app for a pro team.
Survey results highlighted the need to prioritize the shop tab, allowing fans to complete purchases without leaving the app. In the final design, I introduced a live match ticker on the home screen for real-time updates and added the key team info, like fixtures, results, and standings, on the matches page. To improve usability, secondary content like club history and contact info was moved to a hamburger menu, keeping the main experience focused and user-friendly.
