LaLiga Club Apps
Project Overview
Client: LaLiga
Launched: 2017
My Role: UX & UI Design Lead
Work completed at YinzCam
In 2018 YinzCam began working with the top-tier soccer league in Spain, LaLiga. LaLiga is made up of 42 clubs split into Primera and Segunda Divisions. The clubs range from large, legendary franchises with an international fanbase such as Real Madrid and FC Barcelona to small, local clubs such as SD Eibar and SD Huesca. The challenge was to create a design strategy flexible enough to meet the different needs of each club and appropriate for each audience.
Research:
I began by conducting research on LaLiga clubs as well as demographics of current LaLiga app users and smartphone users in Spain. I considered club history, location/market, proximity to and relationship with other clubs, current club membership (season ticket holder) numbers, team performance over the last 5 years, media coverage, and current use of website/apps.
Strategy:
We realized that clubs vary widely in terms of size, fan support, and national attention. They all have different needs and their apps are used by different audiences. To craft a successful product, we needed to find a way to tailor the apps to fit each fan base. Using the research I was able to group clubs into three archetypes and then created different design approaches to fit each club archetype.
Each approach contains a similar set of features, but the design emphasizes different kinds of information, depending on who the key audience is.
Approach 1: Fans Internacional
For clubs with heavy international media coverage including video content and a large member base, reaching an international audience.
For clubs with moderate media coverage and a medium to large member base, reaching a regional to national audience.
For clubs with lighter media coverage and a small but dedicated member base, reaching a mainly local or regional audience.
We decided to make the design of the match centre consistent through all apps regardless of approach. Because of the amount of information available, we designed the the match centre to be dynamic giving relevant information to fans based on whether the match is upcoming, in-progress, or completed.
For example:
• News stories and video are most relevant to fans before and after a match, but not during.
• Match commentary is relevant during and after the match but not available before.
• Club lineups are relevant to fans before and during a match, but not as relevant after.
• Player Profiles include a player bio related media and stats. These screens can be accessed from anywhere in the match centre by tapping a player’s name or photo. They are also accesible through the “club” or “roster” screens located elsewhere in the app.