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Liverpool FC: Designing a Fan-Centered Experience
Research, concept creation and fan validation
Brief Context:
Liverpool FC aimed to create a fan-centered digital experience that catered to global audiences, addressing their needs during key moments like match days, purchasing merchandise, or connecting with players.
Challenges:
The primary challenge was understanding the diverse needs of fans across countries and cultures, ensuring the solutions resonated with a global audience while being feasible for implementation.
Impact and Results:
The collaborative approach enabled us to deliver a fan-centered digital experience that resonated with the project sponsors as it unearthed and highlighted diverse user needs. The prioritized feature roadmap provided the club with a clear, actionable plan to enhance engagement, while our research-informed designs strengthened the connection between Liverpool FC and its global fanbase.
How did we do it:
We facilitated a co-creation workshop with stakeholders, employing techniques like Google Crazy 8s design sprints to brainstorm features for different platforms and use cases. These ideas were refined into detailed sketches and clickable prototypes. We conducted remote concept testing through 16 one-hour interviews with fans from 12 countries, gathering insights on needs and expectations. Using these findings, we created a roadmap of prioritized features and basic user stories, aligning them with development capabilities.
Liverpool FC aimed to create a fan-centered digital experience that catered to global audiences, addressing their needs during key moments like match days, purchasing merchandise, or connecting with players.
Challenges:
The primary challenge was understanding the diverse needs of fans across countries and cultures, ensuring the solutions resonated with a global audience while being feasible for implementation.
Impact and Results:
The collaborative approach enabled us to deliver a fan-centered digital experience that resonated with the project sponsors as it unearthed and highlighted diverse user needs. The prioritized feature roadmap provided the club with a clear, actionable plan to enhance engagement, while our research-informed designs strengthened the connection between Liverpool FC and its global fanbase.
How did we do it:
We facilitated a co-creation workshop with stakeholders, employing techniques like Google Crazy 8s design sprints to brainstorm features for different platforms and use cases. These ideas were refined into detailed sketches and clickable prototypes. We conducted remote concept testing through 16 one-hour interviews with fans from 12 countries, gathering insights on needs and expectations. Using these findings, we created a roadmap of prioritized features and basic user stories, aligning them with development capabilities.
