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 a relatively new professional organization, Legion FC has experienced a swift rise in interest. This presents an opportunity to leverage its increasing popularity and convert it into revenue. The goal is to offer fans a comprehensive product that caters to all their needs in a single app.
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
The likelihood of customers completing their task decreases when they are redirected.
🚫 Why it’s bad for business
Ticket and merchandise sales may face challenges, particularly for fans located outside the region, as they do not have the ability to make on-site purchases.
Keeping it all in one place.
I wanted to understand how users felt about the current app. I conducted “guerrilla” surveys buy asking users on reddit and discord about the app. This revealed that 35% of local fans encountered problems with ticket sales, while 40% expressed similar concerns with merchandise sales. In essence, fans who had to navigate away from the app, log into another platform, and then finalize their purchase were notably less enthusiastic about completing the transaction.
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 decided the best approach was to keep the original app’s core features intact and just rework the wireframe. This way, existing users would still feel comfortable with the app, but it would also have a more flexible and smooth flow for new users. The idea was to improve how everything flows, cut out any unnecessary steps, and add some new features that make the app easier to use. The goal was to strike a balance, keeping things familiar for loyal users while making it easier for new ones to jump in and navigate. By tweaking the wireframe, the app could stay true to what it was while being more adaptable for everyone.
A pro app for a pro team.
The survey results clearly indicated that emphasis should be placed on the shop tab. Integrating this feature within the app would enable fans to complete their entire purchase journey within the Legion FC app. As I approached the final design, I identified an opportunity to introduce a feature that could set the app apart from others I researched. I incorporated a live match ticker on the first page to provide real-time scores and included important team information like upcoming fixtures, match results, and league standings on the matches page. Additionally, I streamlined secondary information, such as club history, sponsors, and contact info, into a hamburger menu for enhanced user convenience.
