Redesigning the members' app for one of the world's best soccer clubs

FC Barcelona, one of the most prestigious sports clubs globally, required a digital presence that matched their esteemed reputation. Unfortunately, their existing members' app fell short of this standard. The catalyst for change occurred on April 15th, 2022, during a home European cup match against Eintracht Frankfurt. Though only 5,000 tickets were sold to away fans, over 30,000 infiltrated the stadium, exploiting flaws in FC Barcelona’s e-ticket system. This significant breach of security underscored the urgent need to overhaul the app and its e-ticketing functionality.

I played a key role in this project by conducting comprehensive qualitative and quantitative user research, uncovering essential insights into user needs and behaviors. Additionally, I benchmarked competitor apps to identify innovative features that could enhance the user experience. Using these insights, I reimagined the user journey, starting from wireframes and iterating to a polished UI design. My collaboration with the Project Manager and Development team was crucial in ensuring the seamless implementation of the new UI, effectively integrating it into the existing platform.

The primary goal was to resolve the technical issues users were facing with the app. However, FC Barcelona's focus on functional improvements overlooked the emotional connection that the club's identity, embodied in their slogan "Més que un club" (More than a club), should evoke. Our objective became clear: create an app that not only functions smoothly but also deepens the bond between the club and its members, enriching the soccer experience before, during, and after the game. To gain a deeper understanding of the users' experiences and expectations, we conducted user research by analyzing app reviews and interviewing a selection of club members. This allowed us to gather direct feedback on the app's current performance and identify areas where it fell short.

To inspire the new app experience, we conducted an extensive benchmark analysis of the leading soccer and sports club apps worldwide. We compiled the best practices into a comprehensive document, which we discussed with the client. These insights were then prioritized in alignment with the established project goals. And, naturally, we couldn't resist checking out the app of FC Barcelona's biggest rival, Real Madrid. We had to see what the "other side" was up to. Strictly for research purposes, of course!

We undertook an envisioning exercise to define the new app experience, aiming to captivate the client and encourage continued investment in a more ambitious app. We presented a preliminary, yet impactful prototype that showcased how users could engage with the app before, during, and after games, offering a glimpse of what the app for the world's best soccer club should reflect. This conceptual proposal integrated insights from the discovery and benchmarking phases while not being constrained by immediate technological, time, or budget limitations.

The positive reception of our envisioning proposal led the client to greenlight the development of an MVP focusing on a digital QR ticketing system. This MVP would address the critical ticket fraud issues and improve the member access experience. We then designed the user flows and interface for the three main stages of the app transition, ensuring users were informed throughout the process. For this design, we used the visual style of the current app to maintain consistency and familiarity for the users.

Collaborating with such a high-profile client demanded significant dedication and teamwork. However, the outcome was highly gratifying, as the client was thrilled with our approach and results. Our decision to go beyond the initial brief, proposing a more holistic and emotionally resonant app experience, proved to be a game-changer. Initially, the client sought a practical solution to technical challenges, but our deeper understanding of the underlying motivations allowed us to propose a concept that redefined the member-club relationship. As designers, it’s not always about delivering what’s asked for but rather understanding the true needs behind the request. Our bold approach paid off, and while the journey to realizing the full vision of the app continues, the initial release marks a significant step towards providing members with an experience that befits the world's best soccer club.