Presented FIFA (Zurich) with a design proposition for their mobile experience. A new interface with a simplified content architecture and a user centric approach. The design decisions are built upon previous sport researches ran in our company and by FIFA research team.
FIFA app has the largest football multimedia catalogue in the world. According to previous researches and reports shared by FIFA they are dropping user engagement in their mobile product. Some insights collected from users described the experience as "difficult to digest content", the app "being too complex", and "too much time to find or reach specific content".
After analysing the problems, and brainstorming possible solutions, we decided to design a small visual concept with the goal of creating proving our value FIFA and win the possibility of building a project together. A redesigned home experience with dynamic content, simplified and cleaner interface, as well as offering a tailored experience to the user experience to improve content digestion.
FIFA research team helped us identify the most relevant information users are interested in when launching the app. However, users interests vary during season and off-season. To improve user engagement the concept we proposed content to be dynamic and adapt between season and off-season.
We want to help FIFA and its users by offering them a custom experience, an improved UI / UX and a smarter way of presenting information in their product. With Amazon Rekognition and Machine Learning we can enhance content, building instant catalogues for specific audiences on different contexts.
The concept was well received by FIFA team who wants to keep working with us to build a product in the long term to help them improve their app and drive more user engagement. While planning the next steps to take, the concept is going to be used by FIFA research team to collect insights from real users.
