FC BARCELONA
FC BARCELONA
This is a real project commissioned by FC Barcelona and developed by a team of three. The challenge was to redesign and improve the process and user experience for Freemium and Premium plans through the club's website.
This is a real project commissioned by FC Barcelona and developed by a team of three. The challenge was to redesign and improve the process and user experience for Freemium and Premium plans through the club's website.
This is a real project commissioned by FC Barcelona and developed by a team of three. The challenge was to redesign and improve the process and user experience for Freemium and Premium plans through the club's website.
This is a real project commissioned by FC Barcelona and developed by a team of three. The challenge was to redesign and improve the process and user experience for Freemium and Premium plans through the club's website.
Client
FC Barcelona
Year
2024
Category
FOOTBALL
Research
Research
The most important task was to improve the database by getting more freemium subscribers from all around the world and to generate more revenues by increasing the number of premium subscribers
To achieve this, it was very important to collect data and evidence to base our future decisions regarding functionality and design. Therefore, we started with a survey on the accessibility and content of the two currently available plans: Freemium and Premium.
Once the results were collected, we were able to derive very useful insights:
On one hand, regarding accessibility: 92% prefer to subscribe when there is a flexible payment option (monthly/yearly), and 85% of respondents prefer to subscribe through a social network like Instagram.
On the other hand, it can be said that there are three top features:
Discounts on team merch (57%)
Live match streaming (43%)
Early access to match tickets (43%)
The most important task was to improve the database by getting more freemium subscribers from all around the world and to generate more revenues by increasing the number of premium subscribers
To achieve this, it was very important to collect data and evidence to base our future decisions regarding functionality and design. Therefore, we started with a survey on the accessibility and content of the two currently available plans: Freemium and Premium.
Once the results were collected, we were able to derive very useful insights:
On one hand, regarding accessibility: 92% prefer to subscribe when there is a flexible payment option (monthly/yearly), and 85% of respondents prefer to subscribe through a social network like Instagram.
On the other hand, it can be said that there are three top features:
Discounts on team merch (57%)
Live match streaming (43%)
Early access to match tickets (43%)
The most important task was to improve the database by getting more freemium subscribers from all around the world and to generate more revenues by increasing the number of premium subscribers
To achieve this, it was very important to collect data and evidence to base our future decisions regarding functionality and design. Therefore, we started with a survey on the accessibility and content of the two currently available plans: Freemium and Premium.
Once the results were collected, we were able to derive very useful insights:
On one hand, regarding accessibility: 92% prefer to subscribe when there is a flexible payment option (monthly/yearly), and 85% of respondents prefer to subscribe through a social network like Instagram.
On the other hand, it can be said that there are three top features:
Discounts on team merch (57%)
Live match streaming (43%)
Early access to match tickets (43%)
Research
The most important task was to improve the database by getting more freemium subscribers from all around the world and to generate more revenues by increasing the number of premium subscribers
To achieve this, it was very important to collect data and evidence to base our future decisions regarding functionality and design. Therefore, we started with a survey on the accessibility and content of the two currently available plans: Freemium and Premium.
Once the results were collected, we were able to derive very useful insights:
On one hand, regarding accessibility: 92% prefer to subscribe when there is a flexible payment option (monthly/yearly), and 85% of respondents prefer to subscribe through a social network like Instagram.
On the other hand, it can be said that there are three top features:
Discounts on team merch (57%)
Live match streaming (43%)
Early access to match tickets (43%)
Design
Design
Usability and Accessibility: Before starting to redesign the website, we conducted a heuristic analysis of the process the user must follow to find where to subscribe as a Culer.
The main issues we found were:
Consistency and standards.
User control and freedom.
Flexibility and efficiency of use.
User Journey Map: We designed a user journey map to understand and empathize better with the user in order to identify opportunities for improvement and create a more user-centered design process.
In the following image you can see captured the user's experience, highlighting their needs, emotions, pain points, and interactions at each stage of their journey:
After analyzing the user and identifying areas for improvement, we had two different outlooks on this problem to effectively address and resolve the issues of both:
Business perspective: FC Barcelona digital team need to find a way to attract more users to their freemium and premium plans because they want to improve their database and increase growth in their revenues.
Users perspective: FC Barcelona fans need to benefit from more attractive experiences as fans because they want to feel connected to their team and the club's community.
Usability and Accessibility: Before starting to redesign the website, we conducted a heuristic analysis of the process the user must follow to find where to subscribe as a Culer.
The main issues we found were:
Consistency and standards.
User control and freedom.
Flexibility and efficiency of use.
User Journey Map: We designed a user journey map to understand and empathize better with the user in order to identify opportunities for improvement and create a more user-centered design process.
In the following image you can see captured the user's experience, highlighting their needs, emotions, pain points, and interactions at each stage of their journey:
After analyzing the user and identifying areas for improvement, we had two different outlooks on this problem to effectively address and resolve the issues of both:
Business perspective: FC Barcelona digital team need to find a way to attract more users to their freemium and premium plans because they want to improve their database and increase growth in their revenues.
Users perspective: FC Barcelona fans need to benefit from more attractive experiences as fans because they want to feel connected to their team and the club's community.
Design
Usability and Accessibility: Before starting to redesign the website, we conducted a heuristic analysis of the process the user must follow to find where to subscribe as a Culer.
The main issues we found were:
Consistency and standards.
User control and freedom.
Flexibility and efficiency of use.
User Journey Map: We designed a user journey map to understand and empathize better with the user in order to identify opportunities for improvement and create a more user-centered design process.
In the following image you can see captured the user's experience, highlighting their needs, emotions, pain points, and interactions at each stage of their journey:
After analyzing the user and identifying areas for improvement, we had two different outlooks on this problem to effectively address and resolve the issues of both:
Business perspective: FC Barcelona digital team need to find a way to attract more users to their freemium and premium plans because they want to improve their database and increase growth in their revenues.
Users perspective: FC Barcelona fans need to benefit from more attractive experiences as fans because they want to feel connected to their team and the club's community.
Development
Development
User Experience +
To create a design that enhances the user experience for Barça fans, we first asked ourselves the following question: How could we reinforce fans sense of belonging with the club?
To achieve this, we played with words based on Barça's slogan "more than a club" to turn it into "more than a card."
Owning the card entails far more than meets the eye. It grants the user access to exclusive visual content, one-of-a-kind experiences, discounts, and numerous other perks. With this in mind, we embarked on designing the complete interface. Notably, in this instance, we revamped the browser, ensuring users can swiftly spot the 'Become a Culer' button to access the membership area.
PRESS PLAY to explore the updated website:
User Experience +
To create a design that enhances the user experience for Barça fans, we first asked ourselves the following question: How could we reinforce fans sense of belonging with the club?
To achieve this, we played with words based on Barça's slogan "more than a club" to turn it into "more than a card."
Owning the card entails far more than meets the eye. It grants the user access to exclusive visual content, one-of-a-kind experiences, discounts, and numerous other perks. With this in mind, we embarked on designing the complete interface. Notably, in this instance, we revamped the browser, ensuring users can swiftly spot the 'Become a Culer' button to access the membership area.
PRESS PLAY to explore the updated website:
Development
User Experience +
To create a design that enhances the user experience for Barça fans, we first asked ourselves the following question: How could we reinforce fans sense of belonging with the club?
To achieve this, we played with words based on Barça's slogan "more than a club" to turn it into "more than a card."
Owning the card entails far more than meets the eye. It grants the user access to exclusive visual content, one-of-a-kind experiences, discounts, and numerous other perks. With this in mind, we embarked on designing the complete interface. Notably, in this instance, we revamped the browser, ensuring users can swiftly spot the 'Become a Culer' button to access the membership area.
PRESS PLAY to explore the updated website:
Concept
Concept
In this redesign solution, the card assumes a pivotal role as it's the initial step towards club membership and becoming a Culer. This approach centers on selecting the plan that aligns best with individual needs.
Alongside the freemium and premium choices, we introduced the member option tailored for club members. Despite being the priciest, it offers the most benefits. Possessing the physical card instills a sense of belonging within the user, fostering a community connection.
Moreover, users can integrate the card into their Wallet app, enabling access to benefits via their phone. Furthermore, even if users initially opt for a plan, they can always upgrade it, with the Culer Member plan being the highest tier available.
In this redesign solution, the card assumes a pivotal role as it's the initial step towards club membership and becoming a Culer. This approach centers on selecting the plan that aligns best with individual needs.
Alongside the freemium and premium choices, we introduced the member option tailored for club members. Despite being the priciest, it offers the most benefits. Possessing the physical card instills a sense of belonging within the user, fostering a community connection.
Moreover, users can integrate the card into their Wallet app, enabling access to benefits via their phone. Furthermore, even if users initially opt for a plan, they can always upgrade it, with the Culer Member plan being the highest tier available.
Concept
In this redesign solution, the card assumes a pivotal role as it's the initial step towards club membership and becoming a Culer. This approach centers on selecting the plan that aligns best with individual needs.
Alongside the freemium and premium choices, we introduced the member option tailored for club members. Despite being the priciest, it offers the most benefits. Possessing the physical card instills a sense of belonging within the user, fostering a community connection.
Moreover, users can integrate the card into their Wallet app, enabling access to benefits via their phone. Furthermore, even if users initially opt for a plan, they can always upgrade it, with the Culer Member plan being the highest tier available.
