FIFA & Algorand
Role
Senior Product Designer
Category
- Digital Collectibles
What I Did
- Product Design
- User Research
Digital collectibles for the world’s game.
FIFA+ Collect offers digital collectibles from iconic FIFA moments, where users can display, trade, and complete challenges for rewards. Focus groups indicated the homepage suffered from unclear messaging and content, causing user confusion and signup reluctance.
Over eight months, I spearheaded the redesign of the homepage and My Collection pages, improving clarity and sign-ups, and introducing new platform features.
New Visitor Experience
Problem
The FIFA+ Collect homepage faced issues with vague messaging and lackluster content, leaving many users confused about the product and wanting more information before signing in.
Outcome
The redesign achieved a 10% increase in user sign-ups, successfully addressing user confusion and enhancing engagement by aligning the platform's offerings with user expectations and behaviors.
Approach
In designing the FIFA+ Collect Homepage for new visitors, I used a modular architecture for quick setup and incorporated FIFA videos and imagery to clarify and showcase the collectibles. I detailed rarity levels, global challenges, and rewards, and highlighted past and upcoming drops to boost user excitement.
Returning Visitor Experience
Problem
The redesign of the homepage’s returning visitor experience aimed to increase engagement by creating a personalized dashboard to show collection progress, challenges, and new drops. It also introduced "Collect Your Favorite Team," allowing users to focus on collecting moments from their preferred teams, targeting low activity and purchases post-sign-up.
Outcome
The redesign was well-received, particularly the personalized dashboard, which garnered positive user feedback. Users suggested enhancements like filters for highlights by year, World Cup, and country, highlighting an effective first step in integrating personalization and recommendation features.
Approach
I designed the returning visitor experience to function as a dynamic dashboard that evolves with the user's collection, providing a quick snapshot of their collectibles, including rarity types and progress on challenges. I also integrated the "Collect Your Team" feature to enhance personalization and keep users informed about their unopened packs and current collectible status.
My Collection
Problem
The redesign of FIFA+ Collect's "My Collection" section focused on creating a clear landing page that directs users to various collectible types and visually tracks their collection progress, ensuring easy integration of future updates.
Outcome
The redesign facilitated smoother navigation, improved user flow, and ensured the integration of new features was both feasible and efficient, meeting the needs for a minimal viable product (MVP).
Approach
I designed the My Collection landing page to serve primarily as a portal, facilitating quick access to different parts of a user's collection. The focus was on streamlining navigation to enhance user flow and collaborating with developers to determine feasible features for a minimal viable product (MVP) that could be built efficiently.
User Research
To better understand the target audience of potential buyers of digital collectibles, I conducted qualitative user research. The study involved a questionnaire and user interviews that explored a reimagined user journey of FIFA+ Collect before and after sign-up.
The objectives of the study were:
1. Identify key motivators for user sign-ups
2. Understand users’ considerations when buying collectibles
3. Learn about users’ preferences and expectations post sign-up
Questionnaire Findings
A breakdown of people's experiences with football and digital collectibles
90.9
knew about digital collectibles
23.7
have purchased a digital collectible
66.7
of digital collectibles were trading cards
63.4
collected physical items
90.9
are football fans
59.1
have football related collectibles
User Testing Focus Areas
Homepage – New View Visitor
To identify key motivators for user sign-ups
Drops & Pack Details Page
To understand users' considerations when buying collectibles
Homepage – Return Visitor
To learn about users' preferences and expectations post sign-up