Reimagining the Matchday Experience
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Overview
Football clubs no longer compete only on the pitch—they compete through the experiences they create for millions of supporters around the world.
For many fans, matchday begins long before kick-off and continues well after the final whistle. Buying tickets, planning travel, entering the stadium, following live moments and staying connected with the club are often spread across disconnected experiences.
This project explores how a single mobile application could bring every stage of the fan journey together into one seamless, accessible and personalised experience.
The Challenge
Supporting a football club should feel exciting—not stressful.
Fans often switch between multiple apps and services throughout a matchday. Tickets are difficult to access, travel information is fragmented, stadium navigation can be confusing and club engagement often ends after the match.
The challenge was to design a product that reduces friction before, during and after every match while creating a stronger emotional connection between supporters and their club.
Research
How do supporters currently use football club apps?
Research Methodology
Competitive audit of six leading European football club applications
Heuristic evaluation using Nielsen's usability principles
Review of publicly available App Store user feedback
End-to-end journey mapping
Feature benchmarking and opportunity analysis
Competitor Analysis
What causes the most friction before a match?
Information Architecture
✅ Preferred by users
✅ Better content hierarchy
✅ Easier navigation
✅ Chosen as final concept
Web Version
Understanding how fans experience matchday.
Football clubs invest heavily in digital products, yet many supporter journeys remain fragmented. Before designing solutions, I wanted to understand how fans currently experience matchday, where friction exists and what opportunities could create a more connected experience.
Research Questions
Wireframes
Which experiences create the most excitement?
How could digital products increase engagement beyond 90 minutes?
Heuristic Evaluation
Key Findings
Matchday information was often scattered across multiple screens.
Digital tickets required unnecessary navigation.
Stadium wayfinding was difficult for first-time visitors.
Food ordering felt disconnected from the live match experience.
Loyalty programmes lacked visibility and meaningful engagement.
Personalisation was limited despite rich user data.
These insights shaped the overall product strategy.
Outcome for A/B Testing
Option A
Option B
❌ Too much focus on today's match
❌ Harder to discover profile features
Early concept testing showed that participants preferred Option A due to its clearer hierarchy and easier navigation.
