Mobile App · Product Design · UX Research
SoccerGOAT
Where Passion Meets Simplicity and Personalization — a soccer companion app and physical display device designed to bring North American fans closer to the beautiful game.
Role
UX Designer Product Designer
Deliverables
Mobile App Design Physical Device Design UX Research
Tools
Figma · Blender User Interviews · Surveys
01 — Background
The Problem
As a soccer fan living in North America, I experienced the challenges that hinder the sport's accessibility and enjoyment firsthand. Soccer trails far behind the NFL and NBA despite rapid growth — particularly among younger, diverse audiences under 45.
Fragmented Broadcasters
Soccer content is scattered across CBS, NBC, ESPN, Apple TV, and more — each requiring a separate subscription.
Lack of Soccer Culture
In the U.S., only 20% follow soccer vs. 52% NFL and 42% NBA — a huge gap in cultural engagement.
Complex Interfaces
Existing apps are cluttered with ads and unnecessary features, making it hard to find key match info quickly.
Missed Matches
Busy users miss games due to scheduling conflicts with no simple way to stay updated on the go.
| Region | UCL Champions League | EPL Premier League | BUN Bundesliga | LAL La Liga | SER Serie A | L1 Ligue 1 | MLS MLS |
|---|---|---|---|---|---|---|---|
🇺🇸USA | Paramount+ | NBC / Peacock | ESPN+ | ESPN+ | Paramount+ | beIN Sports | Apple TV+ |
🇬🇧UK | BT Sport | Sky Sports | BT Sport | Sky Sports | BT Sport | BT Sport | Sky Sports |
🇨🇦Canada | DAZN | DAZN | DAZN | DAZN | DAZN | beIN Sports | Apple TV+ |
Soccer content is scattered across multiple platforms — each requiring a separate subscription
Market Opportunity
1.75M
viewers for Messi's MLS debut — the most-watched MLS match in 20 years
795M
minutes watched of Ted Lasso S3 — entertainment broadening soccer's appeal
$5B+
projected economic impact from the 2026 FIFA World Cup in North America
02 — Research
Understanding the User
A survey of 98 respondents explored needs and frustrations with existing sports apps, alongside in-depth interviews to uncover deeper motivations.
98
Survey Respondents
73%
Have Used a Sports App
88%
Prefer Mobile Access
75%
Want Favorite Team Info
Primary Research
I collected quantitative data through a structured survey and followed up with qualitative interviews to understand the deeper motivations and frustrations behind users' soccer app experiences.
Synthesizing Insights
Research findings were synthesized into an empathy map to identify what users say, think, do, and feel — revealing the emotional and functional gaps in current solutions.
User Personas
Two primary personas emerged from the research, representing the core user segments: the casual fan looking for simplicity, and the engaged fan craving real-time access.
Bella Stones
22 · Marketing Coordinator · Ann Arbor
“I would like to have easier access to soccer related news and knowledge!”
Pain Points
- –Overwhelmed by complex apps
- –Too much beginner friction
- –Intrusive ads and pop-ups
Rob Bowen
21 · CS Student · Washington, DC
“I would like to experience a better soccer app!”
Pain Points
- –Misses matches due to busy schedule
- –Cluttered apps with unnecessary features
- –Hard to quickly find match info
03 — Design Process
From Chaos to Clarity
The design process began with affinity mapping and post-it sessions, evolving through information architecture, wireframes, and low-fidelity prototypes before reaching high-fidelity screens.
Affinity Mapping
Information Architecture
Wireframing
Hi-Fi Prototype
Key Features Designed
Personalization
Choose your favourite club, jersey number, and typography to make the app feel like yours.
Morning Newspaper
A daily digest of the latest soccer news, curated around the teams and leagues you care about.
Live Interaction
Post-game sentiment analysis and real-time fan community features keep the experience social.
Integrated Cross-Play
Seamlessly connects with the SoccerGOAT physical display device for in-stadium and at-home use.
One-Click Access
Home team logo shortcuts and a simplified menu bar reduce friction to near zero.
Loyalty & Pins
Earn loyalty rewards and collect pins as you engage, adding gamification to the fan experience.
04 — Physical Design
Beyond the Screen
SoccerGOAT extends beyond mobile — a physical display device designed from initial sketches through multiple 3D modeling iterations, built to sit on a soccer ball and deliver live scores and ratings in real-time.
Hardware
Live Display Device
A compact, soccer-ball-inspired physical device with an embedded display screen. Designed through sketch, foam model, and multiple Blender 3D iterations before reaching the final render.
- ✓Compact form factor fits on a soccer ball
- ✓Embedded display for live scores & ratings
- ✓Green + white + navy brand colorway
- ✓Connects wirelessly with the mobile app
Design Journey
Sketch → Model → Render
Concept Sketches
Initial hand-drawn explorations of form and function, exploring multiple silhouettes.
Foam Prototyping
Physical foam models to test scale, grip, and placement on a real soccer ball.
3D Modeling in Blender
Multiple mesh iterations refining the organic, tubular form wrapping around the display.
Final Render
High-fidelity 3D render with SoccerGOAT brand colors and materials.
Concept Sketches
3D Modeling Iterations
05 — Final Design
The Result
A cohesive green-accented mobile app covering onboarding, home feed, live scores, standings, and the fan community — paired with a striking physical device.
Available for opportunities
Let's work together)
Open to collaborations, internships, and new opportunities.
View Resume