UAE Pro League Mobile App and Website Redesign

To elevate the digital presence of the UAE Pro League by redesigning their website and mobile app, aiming for a world-class user experience centered around the needs of both fans and newcomers to the sport.

The UAE Pro League, the pinnacle of professional football in the United Arab Emirates since 1973, features 14 clubs and enjoys a passionate following. The league sought to broaden its appeal, particularly among expatriates and international audiences, by modernizing its digital channels to offer unparalleled experiences tailored to diverse user groups.

Tasked with this ambitious project, I immersed myself in a comprehensive User-Centered Design (UCD) process, blending insights from business analysis, technology, and user research to craft solutions that resonate with the league's varied audience.

Business Insights: Initiated with stakeholder workshops to align on objectives and unearth department-specific challenges and expectations.

Data Analysis: Dived deep into analytics to understand user behaviors and pinpoint performance bottlenecks, shaping the foundation for targeted user testing.

User Research: Conducted testing sessions with 12 participants across the app and website, gathering essential feedback on user needs and pain points, which informed a prioritized list of requirements for the redesign.

Information Architecture & Wireframing: Developed a detailed IA for both platforms, recognizing the distinct needs of fans and non-fans. Over 400 wireframes for a responsive website and iOS app in both English and Arabic were crafted, setting the stage for visual design.

Delivered comprehensive UI designs in line with new brand guidelines, accommodating both mobile and desktop views in light and dark modes, and bilingual content.

The redesigned app and website underwent rigorous testing with users in a lab setting, allowing me to refine the designs further and address the most critical user needs effectively.

The launch of the redesigned UAE Pro League app and website marked a significant milestone, receiving acclaim from stakeholders and users alike. The platforms now offer a bilingual, engaging experience for a broader audience, significantly enhancing football awareness and engagement in the region.

The project not only met but exceeded client and user expectations, evidenced by improved ratings and positive feedback post-launch. This endeavor underscored my ability to lead a complex redesign from conception through to a successful launch, delivering a user-centric digital experience that spans cultures and languages.