Connected Fanatics
Founding Designer: Building Connected Fanatics from the Ground Up
SaaS Design
B2B Design
Platforms
Mar 12, 2022
OVERVIEW
Bridging the gap between football fans and clubs in a fragmented digital world
The challenge
Digital disparities in fan-team interactions can leave supporters feeling fragmented. This motivated Connected Fanatics to create a centralised digital platform for fans to engage with their clubs, fostering social togetherness and community. As the lead of the design team, I collaborated with researchers, designers, and developers from across the globe to bring this vision to life.
This case study highlights my journey as a founding designer, showcasing the skills I leveraged to craft an innovative fan engagement solution. From in-depth research to building a product from the ground up, it culminated in the launch of an MVP now being piloted with the Irish Lions after two years of development.
Design research
I dedicated months in an immersive research discovery phase, engaging with a diverse range of football fans and experts. Their insights into what it truly means to be a passionate supporter of their club shaped every aspect of my design process.
Diving deeper into fan archetypes, my research uncovered the diverse ways football fans connect with their clubs. By analysing insights from 100 global football fans and five in-depth user interviews, I created a matrix of key fan personas. These included the Digital Fanatic, Fantasy Fan, Football Hipster, Old School Fan, and Generational Fan.
Among these, the Digital Fanatic emerged as our primary target audience. This group is highly engaged in the digital landscape, constantly seeking new ways to interact with their clubs through technology.
Understanding their preferences helped shape our platform’s design, ensuring it catered to a more digitally-savvy, connected fanbase who craves seamless, tech-driven experiences that bring them closer to their clubs.
Technical and human centered approach
UX development focused on blending physical and digital jersey ownership: championing user experience
As the founding designer, I collaborated with my team to create a digital asset mechanism that combined physical and digital ownership for football fans. Using NFC technology, we enabled fans to "tap" their jerseys to unlock exclusive digital experiences and save memories directly onto the jersey itself.
However, this process was challenging. Stakeholders frequently shifted their priorities, requiring constant alignment to keep the core concept intact. Additionally, with the rise of NFTs, we had to stay ahead of the trend, ensuring our unique offering remained competitive when pitching to investors.
Despite these challenges, we successfully developed a solution that deepened fan engagement and positioned the brand as a forward-thinking leader in the digital and physical fan experience.
SOLUTION
Creating Meaningful Connections Between Fans and Clubs Through Exclusive Digital Experiences, Seamless Content Management, and a Scalable Design System
The Connected Fanatics platform merges physical memorabilia with exclusive digital experiences, powered by NFC technology. It enables fans to connect more meaningfully with their clubs, with features designed to enhance engagement and support club operations.
Driven by a flexible CMS, content is easily managed, keeping it fresh and relevant. The CMS allows admins to create exclusive content, manage team channels, and engage fans effectively.
I’m proud to have led the design efforts, seeing the platform launch with the Irish Lions. Maintaining a close relationship with the CEO, I’m excited for the future of the platform. My role included developing the design system, ensuring a scalable, cohesive experience across the platform.
Key features include:
Clubhouse: A centralised feed from all squad channels, fostering loyalty and offering a comprehensive view of club activities.
Community Feed: A space for fans to share opinions, bond over shared interests, and strengthen community connections.
Match Day: Exclusive, gated content accessible via NFC interaction with the jersey, offering live updates and behind-the-scenes access.
My Locker: A storage space for digital assets, reducing the need for new jerseys and creating lasting memories for fans.
CMS: A flexible content management system that allows admins to create tailored fan experiences and keep them engaged.
This project has reshaped fan engagement, and I’m excited to see its impact on the football industry and the future growth of the platform.
Matt Hymers - CEO of Connected Fanatics
RESULT
in expected revenue boost: Initial projections suggest that digital and physical jersey sales will significantly increase due to the innovative NFC technology - Sports Insight
With the accessible NFC tech, fan interaction is projected to rise by 20%, as fans engage with exclusive digital content linked to the jersey - Irish Rugby
