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Introduction:
FIFA has made a significant investment in its FIFA+ app, which is brimming with exciting content such as streaming matches, original series, documentaries, match centres, and a range of Free-to-Play gaming products. We are delivering a series of products to FIFA and their sponsor partners (VISA, Coca-Cola, Commonwealth Bank, etc), offering a range of games to keep fans engaged with the app. With thoughtful UX research and development, we have created fantastic interactive experiences for the Qatar 2022 World Cup, highlighting our flagship product Fantasy Classic.
Key Design Functionalities:
✅ Game Discovery & Navigation
Intuitive game tiles/cards for quick browsing.
Personalised recommendations based on user activity.
Dedicated filters and categories for game types (arcade, trivia, challenges).
✅ Interactive Gaming Experience
Seamless tap-and-play mechanics for instant access.
Real-time leaderboards and competition tracking.
Social sharing & multiplayer modes for engagement.
✅ Rewards & Progression
Gamified XP system with levels and achievements.
Badge & Reward System with animations to encourage participation.
Digital collectibles and NFT-like items tied to user engagement.
Customisable player avatars and team selections.
✅ Live & Dynamic Content
Event-driven challenges linked to real-world FIFA matches.
Time-limited tournaments and special edition rewards.
FIFA content integration: news, player insights, and match-related games.
✅ Cross-Platform Accessibility
Optimized for mobile-first experiences.
Integrated with FIFA+ app for a unified ecosystem.
Cloud saves and multi-device login support.
UX/UI | Free to Play | Design System | Product Design | Micro-animation | Interactive Prototype
FIFA Fantasy
2022
144+
Successfully resolved tasks (issues) in the last two years
406
Average of productivity hours per quarter achieved in the last two years
88%
Accuracy rate in task estimation, ensuring projects are delivered on time, as per velocity reports.
29
Products delivered in the last quarter
Launch Plan:
• Scoping: June 27, 2022 - July 11
• Documentation: July 18 - July 25
• Design: July 18 - November 4
• Back-End Development: July 25 - December 1
• Front-End Development: August 8 - December 12
• Launch: December 12
Role: UX/UI
Designer Tools: Figma, Photoshop, After Effects
Responsibilities: UX research, conceptualisation, ideation, documentation, user flow, wireframing, design system, high-fidelity interactive prototype, design sign-off, design handover, testing on pre-production, and design review.
Worked with: Genius SporFIFA Fantasy: Head of Design, Business Development, Account Managers, Project Managers, Developers, Head of Client Delivery and Strategy, From FIFA (Client): UX Designers, and Head of Product FIFA.
Design Highlights:
💡 Strong Branding & Visual Identity
High-quality UI elements reflect FIFA’s premium brand.
Adhered to official FIFA+ colors, fonts, and assets to create a cohesive experience.
💡 Engagement Through Gamification
Smart XP system and tiered rewards keep users motivated.
Leaderboards, challenges, and live events encourage daily participation.
💡 Seamless Integration with FIFA Ecosystem
Games are contextually linked to FIFA tournaments and events.
Syncing with FIFA+ match schedules and player data makes content relevant.
💡 Social & Competitive Play
Multiplayer and team-based challenges add a community-driven aspect.
In-app achievements and shareable moments enhance virality.
🚀 Conclusions: In essence, the FIFA+ Play Zone suite offers fans a fun, interactive way to discover and engage with the global game. Strategically, our Free-to-Play products will also play a vital role in FIFA’s ability to acquire, engage, and retain users within FIFA+. The ecosystem of products we are delivering within the app is designed to carefully work together to engage a wide audience of fans, from super-casual to fanatic, and also to increase the regularity of touchpoints a user has with FIFA+. This, along with our work with FIFA to closely align our products with content strategy, will play a vital role in developing user engagement habits and building awareness of the content available within FIFA+. Additionally, the always-on (permanent) suite of products available for fans post-World Cup will help FIFA retain more post-tournament users than ever before, providing FIFA with a fantastic base for future tournaments such as the Women’s, U17/U20, Futsal, and Beach Soccer World Cups.
The FIFA+ Play Zone and Fifa Fantasy deliver an engaging digital playground for football fans, blending casual gaming with real-world football events. Optimising performance, navigation, and accessibility will further refine the experience, ensuring long-term user retention and increased engagement.
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