USFL
Redefining what it means to be a Football Fan.
Responsive
UX Lead
May - Nov 2022
www.usfl.fans/
USFL
Redefining what it means to be a Football Fan.
Responsive
UX Lead
May - Nov 2022
www.usfl.fans/
USFL
Redefining what it means to be a Football Fan.
Responsive
UX Lead
May - Nov 2022
www.usfl.fans/
OVERVIEW SECTION
Key Concepts
Background
In 2022, the USFL boasted 1.5 million viewers and partnered with FOX to create a pioneering Web3 fan experience.
I led the design of an NFT marketplace that allows:
Fans to buy team and player NFTs, unlocking exclusive rewards.
Coaches and players to monetise their public image in real-time.
Challenges
•
Provide real value to the fans, respect their passion, expand the experience and avoid anything gimmicky.
•
Package a blockchain-based product for tech-savvy people and non-techies alike.
•
Adapt to fluctuating scope and strategy from FOX without compromising deadlines.
•
Navigated a complex landscape of third-party limitations in a nascent industry like Web3.
“Football is my church, so you need to show some respect.
Football Fan
Impact
Revenue
Provide auxiliary revenue for the USFL and the players themselves.
MONEY
Ownership
Activate fans, players and coaches to feel like “owners” and market the league.
PROPERTY
Community
Energize a community of fans around the league, driving viewership and attendance.
PEOPLE
OVERVIEW SECTION
Key Concepts
Background
In 2022, the USFL boasted 1.5 million viewers and partnered with FOX to create a pioneering Web3 fan experience.
I led the design of an NFT marketplace that allows:
Fans to buy team and player NFTs, unlocking exclusive rewards.
Coaches and players to monetise their public image in real-time.
Challenges
•
Provide real value to the fans, respect their passion, expand the experience and avoid anything gimmicky.
•
Package a blockchain-based product for tech-savvy people and non-techies alike.
•
Adapt to fluctuating scope and strategy from FOX without compromising deadlines.
•
Navigated a complex landscape of third-party limitations in a nascent industry like Web3.
“Football is my church, so you need to show some respect.
Football Fan
Impact
Revenue
Provide auxiliary revenue for the USFL and the players themselves.
MONEY
Ownership
Activate fans, players and coaches to feel like “owners” and market the league.
PROPERTY
Community
Energize a community of fans around the league, driving viewership and attendance.
PEOPLE
OVERVIEW SECTION
Key Concepts
Background
In 2022, the USFL boasted 1.5 million viewers and partnered with FOX to create a pioneering Web3 fan experience.
I led the design of an NFT marketplace that allows:
Fans to buy team and player NFTs, unlocking exclusive rewards.
Coaches and players to monetise their public image in real-time.
Challenges
•
Provide real value to the fans, respect their passion, expand the experience and avoid anything gimmicky.
•
Package a blockchain-based product for tech-savvy people and non-techies alike.
•
Adapt to fluctuating scope and strategy from FOX without compromising deadlines.
•
Navigated a complex landscape of third-party limitations in a nascent industry like Web3.
“Football is my church, so you need to show some respect.
Football Fan
Impact
Revenue
Provide auxiliary revenue for the USFL and the players themselves.
MONEY
Ownership
Activate fans, players and coaches to feel like “owners” and market the league.
PROPERTY
Community
Energize a community of fans around the league, driving viewership and attendance.
PEOPLE
discovery SECTION
Research
Client Research
As I stepped in, Fox’s Team had already carried out some preliminary user research to define our target audience.
Quantitative
• N=2000
• National sample
• Conducted w/o January 10,2022
• Mix of Low, Mid and High Value Fans
Quantitative
• 6 group conversations
• Fieldwork in Birmingham & New Jersey
• Conducted January 2022
• Football fans interested in Spring football
Findings
Our target customer is a young, diverse, tech-savvy person who may not yet be aware of the benefits of Web 3.
They fall into more than one of two buckets:
1) NFT INSIDERS: NFT collectors, NFT investors, Art Collector
2) SPORT FANS: Sport Fanatics, Football Fan, Fox Fans
Product Analysis
SXSW (South by SouthWest)
In 2022, I directed the NFT marketplace design for SXSW, a major U.S. festival, facilitating exclusive NFT sales for artists and creators. This prior work enabled me to efficiently leverage existing solutions and components for the USFL initiative.
A significant insight was the continual need for comprehensive Web3 educational content, a lesson learned through direct user engagement.
Competitors
I studied platforms like Opensea, Rarible, and NBA Top Shot to understand key interactions, such as wallet connectivity and the purchase journey, laying a solid foundation for the USFL project.
Impact Mapping Workshop
To kick start the project, I organised an impact mapping workshop with major stakeholders from our company and Fox.
Objectives
• Identify and agree the goal for USFL.
• Construct backlog for roadmap.
• Capture ideas.
• Take ideas for prioritisation and subsequent sizing.
Outcome
• The main goal is to drive engagement and fuel the hype.
• The marketplace is aimed at USFL Fans.
• These want to support the players even outside of the stadium and be rewarded for their fandom and passion.
Simplification of part of the workshop, full version under NDA.
discovery SECTION
Research
Client Research
As I stepped in, Fox’s Team had already carried out some preliminary user research to define our target audience.
Quantitative
• N=2000
• National sample
• Conducted w/o January 10,2022
• Mix of Low, Mid and High Value Fans
Quantitative
• 6 group conversations
• Fieldwork in Birmingham & New Jersey
• Conducted January 2022
• Football fans interested in Spring football
Findings
Our target customer is a young, diverse, tech-savvy person who may not yet be aware of the benefits of Web 3.
They fall into more than one of two buckets:
1) NFT INSIDERS: NFT collectors, NFT investors, Art Collector
2) SPORT FANS: Sport Fanatics, Football Fan, Fox Fans
Product Analysis
SXSW (South by SouthWest)
In 2022, I directed the NFT marketplace design for SXSW, a major U.S. festival, facilitating exclusive NFT sales for artists and creators. This prior work enabled me to efficiently leverage existing solutions and components for the USFL initiative.
A significant insight was the continual need for comprehensive Web3 educational content, a lesson learned through direct user engagement.
Competitors
I studied platforms like Opensea, Rarible, and NBA Top Shot to understand key interactions, such as wallet connectivity and the purchase journey, laying a solid foundation for the USFL project.
Impact Mapping Workshop
To kick start the project, I organised an impact mapping workshop with major stakeholders from our company and Fox.
Objectives
• Identify and agree the goal for USFL.
• Construct backlog for roadmap.
• Capture ideas.
• Take ideas for prioritisation and subsequent sizing.
Outcome
• The main goal is to drive engagement and fuel the hype.
• The marketplace is aimed at USFL Fans.
• These want to support the players even outside of the stadium and be rewarded for their fandom and passion.
Simplification of part of the workshop, full version under NDA.
discovery SECTION
Research
Client Research
As I stepped in, Fox’s Team had already carried out some preliminary user research to define our target audience.
Quantitative
• N=2000
• National sample
• Conducted w/o January 10,2022
• Mix of Low, Mid and High Value Fans
Quantitative
• 6 group conversations
• Fieldwork in Birmingham & New Jersey
• Conducted January 2022
• Football fans interested in Spring football
Findings
Our target customer is a young, diverse, tech-savvy person who may not yet be aware of the benefits of Web 3.
They fall into more than one of two buckets:
1) NFT INSIDERS: NFT collectors, NFT investors, Art Collector
2) SPORT FANS: Sport Fanatics, Football Fan, Fox Fans
Product Analysis
SXSW (South by SouthWest)
In 2022, I directed the NFT marketplace design for SXSW, a major U.S. festival, facilitating exclusive NFT sales for artists and creators. This prior work enabled me to efficiently leverage existing solutions and components for the USFL initiative.
A significant insight was the continual need for comprehensive Web3 educational content, a lesson learned through direct user engagement.
Competitors
I studied platforms like Opensea, Rarible, and NBA Top Shot to understand key interactions, such as wallet connectivity and the purchase journey, laying a solid foundation for the USFL project.
Impact Mapping Workshop
To kick start the project, I organised an impact mapping workshop with major stakeholders from our company and Fox.
Objectives
• Identify and agree the goal for USFL.
• Construct backlog for roadmap.
• Capture ideas.
• Take ideas for prioritisation and subsequent sizing.
Outcome
• The main goal is to drive engagement and fuel the hype.
• The marketplace is aimed at USFL Fans.
• These want to support the players even outside of the stadium and be rewarded for their fandom and passion.
Simplification of part of the workshop, full version under NDA.
analysis SECTION
Opportunity
1
Problem
How might we allow fans to support their team and the players?
1
Goal
Fans can purchase Tokens (as NFTs). A percentage of the sales of these Tokens will go directly to the players. For the first time in history, players can earn income directly from their own public figure.
Fan Pass
Free Limited Edition to unlock gated Discord and be able to claim a Team Token for free in the future.
Team Token
8 Teams, one Token representing each team.
Fixed price and limited supply.
Player Token
A series of collectables split in different drops across the season.
2
Problem
How might we enable fans to see the content purchased and be engaged?
1
Goal
The marketplace is designed to evoke nostalgia, reminiscent of childhood sticker books and card trading. Fans can view and manage their digital assets, motivated by the thrill of collecting them all—a game within the game!
3
Problem
How might we reward users for their passion and commitment?
1
Goal
Owning a Token should grant fans the possibility of claiming Perks and Benefits to expand even further the experience and live the game as any other fan has done before.
In-Person Perks
Giveaways
Access to meet-and-greets
Free Tickets
Online Perks
Gated Channels on Discord
Exclusive interviews and behind-the-scenes content
Drops
Merchandise
Fixed price and limited supply
analysis SECTION
Opportunity
1
Problem
How might we allow fans to support their team and the players?
1
Goal
Fans can purchase Tokens (as NFTs). A percentage of the sales of these Tokens will go directly to the players. For the first time in history, players can earn income directly from their own public figure.
Fan Pass
Free Limited Edition to unlock gated Discord and be able to claim a Team Token for free in the future.
Team Token
8 Teams, one Token representing each team.
Fixed price and limited supply.
Player Token
A series of collectables split in different drops across the season.
2
Problem
How might we enable fans to see the content purchased and be engaged?
1
Goal
The marketplace is designed to evoke nostalgia, reminiscent of childhood sticker books and card trading. Fans can view and manage their digital assets, motivated by the thrill of collecting them all—a game within the game!
3
Problem
How might we reward users for their passion and commitment?
1
Goal
Owning a Token should grant fans the possibility of claiming Perks and Benefits to expand even further the experience and live the game as any other fan has done before.
In-Person Perks
Giveaways
Access to meet-and-greets
Free Tickets
Online Perks
Gated Channels on Discord
Exclusive interviews and behind-the-scenes content
Drops
Merchandise
Fixed price and limited supply
analysis SECTION
Opportunity
1
Problem
How might we allow fans to support their team and the players?
1
Goal
Fans can purchase Tokens (as NFTs). A percentage of the sales of these Tokens will go directly to the players. For the first time in history, players can earn income directly from their own public figure.
Fan Pass
Free Limited Edition to unlock gated Discord and be able to claim a Team Token for free in the future.
Team Token
8 Teams, one Token representing each team.
Fixed price and limited supply.
Player Token
A series of collectables split in different drops across the season.
2
Problem
How might we enable fans to see the content purchased and be engaged?
1
Goal
The marketplace is designed to evoke nostalgia, reminiscent of childhood sticker books and card trading. Fans can view and manage their digital assets, motivated by the thrill of collecting them all—a game within the game!
3
Problem
How might we reward users for their passion and commitment?
1
Goal
Owning a Token should grant fans the possibility of claiming Perks and Benefits to expand even further the experience and live the game as any other fan has done before.
In-Person Perks
Giveaways
Access to meet-and-greets
Free Tickets
Online Perks
Gated Channels on Discord
Exclusive interviews and behind-the-scenes content
Drops
Merchandise
Fixed price and limited supply
design SECTION
Solution
1
First Iteration
I had already designed and implemented a wallet connection feature for SXSW.
This was not perfect but it worked, so I used it as initial implementation to get the ball rolling and provide the basic functionality.
3
Final Iteration
To bridge the Web2 and Web3 divide, I emphasized the unique features of the Torus wallet, which allows quick wallet creation via social media logins.
I made this difference prominent by displaying social media icons, guiding users with Google accounts for an intuitive experience.
2
Second Iteration
Building on insights from SXSW, this iteration prioritizes Web3 education.
It includes detailed wallet information and basic "How to" guides, along with an FAQ link for deeper context.
This aims to demystify MetaMask and Wallet Connect for users.
Wallet
First, in order to purchase or claim NFTs, fans need to connect to a Wallet. This is used to log in to the marketplace as well as to purchase and store NFTs.
1
Signatures & Waiting Time
Recognizing Web3's transaction complexities, I designed the NFT purchasing system with built-in contingencies for delays and failures.
This ensures a secure and smooth buying experience, even when relying on third-party apps and blockchain processing.
3
Top Up
To streamline the user experience, I integrated third-party services like Ramp and Moonpay for crypto wallet top-ups.
Aware of varying state regulations, my design aimed to mask this complexity, offering a straightforward and intuitive feature for all users.
2
Crypto/Credit Card
In line with user research indicating varying crypto expertise, I partnered with developers to design an Amazon-like purchase flow.
While crypto payments remained an option, they were de-emphasized in favor of a more universally understood buying process.
Purchase
The payment infrastructure in Web3 is not as consolidated as in Web2. Different Wallets, different providers, different workflows..it can be a mindfield.
Constantly talking to devs was crucial for the developement of this important flow.
1
First Iteration
With just two initial token types—Fan Pass and Team Token—amounting to nine elements, the information architecture was straightforward and easy to navigate.
3
Third Iteration
To boost retention, we expanded the Player Tokens, releasing them in scheduled drops throughout the season.
I restructured the information architecture to give Player and Team Tokens dedicated pages.
The Player Token page now features modular sections for each upcoming drop.
2
Second Iteration
Mid-season, we introduced limited Player Tokens. Users could view their collected items and a CTA directed them to the Tokens collection for additional purchases.
My NFTS
The process of displaying to users their collectables evolved during time, as different Tokens were dropped during the season.
4
Final Iteration
To elevate engagement from passive collecting, I introduced "ghost cards" to tap into the nostalgia of sticker collecting.
These cards showed users what they were missing, guiding them to specific tokens needed to complete their collection.
A game within the game!
1
Claim
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
2
Notification Centre
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
Perks
Fans that purchase Tokens to support their team are rewarded with exclusive perks.
These vary for each Token and are assigned every week through a raffle.
Wallet
First, in order to purchase or claim NFTs, fans need to connect to a Wallet. This is used to log in to the marketplace as well as to purchase and store NFTs.
1
First Iteration
2
Second Iteration
3
Final Iteration
To bridge the Web2 and Web3 divide, I emphasized the unique features of the Torus wallet, which allows quick wallet creation via social media logins.
I made this difference prominent by displaying social media icons, guiding users with Google accounts for an intuitive experience.
Purchase
The payment infrastructure in Web3 is not as consolidated as in Web2. Different Wallets, different providers, different workflows..it can be a mindfield.
Constantly talking to devs was crucial for the developement of this important flow.
1
Signatures & Waiting Time
2
Crypto/Credit Card
3
Top Up
Recognizing Web3's transaction complexities, I designed the NFT purchasing system with built-in contingencies for delays and failures.
This ensures a secure and smooth buying experience, even when relying on third-party apps and blockchain processing.
My NFTS
The process of displaying to users their collectables evolved during time, as different Tokens were dropped during the season.
1
First Iteration
2
Second Iteration
3
Third Iteration
4
Final Iteration
To elevate engagement from passive collecting, I introduced "ghost cards" to tap into the nostalgia of sticker collecting.
These cards showed users what they were missing, guiding them to specific tokens needed to complete their collection.
A game within the game!
Perks
Fans that purchase Tokens to support their team are rewarded with exclusive perks.
These vary for each Token and are assigned every week through a raffle.
1
Claim
2
Notification Centre
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
design SECTION
Solution
1
First Iteration
I had already designed and implemented a wallet connection feature for SXSW.
This was not perfect but it worked, so I used it as initial implementation to get the ball rolling and provide the basic functionality.
3
Final Iteration
To bridge the Web2 and Web3 divide, I emphasized the unique features of the Torus wallet, which allows quick wallet creation via social media logins.
I made this difference prominent by displaying social media icons, guiding users with Google accounts for an intuitive experience.
2
Second Iteration
Building on insights from SXSW, this iteration prioritizes Web3 education.
It includes detailed wallet information and basic "How to" guides, along with an FAQ link for deeper context.
This aims to demystify MetaMask and Wallet Connect for users.
Wallet
First, in order to purchase or claim NFTs, fans need to connect to a Wallet. This is used to log in to the marketplace as well as to purchase and store NFTs.
1
Signatures & Waiting Time
Recognizing Web3's transaction complexities, I designed the NFT purchasing system with built-in contingencies for delays and failures.
This ensures a secure and smooth buying experience, even when relying on third-party apps and blockchain processing.
3
Top Up
To streamline the user experience, I integrated third-party services like Ramp and Moonpay for crypto wallet top-ups.
Aware of varying state regulations, my design aimed to mask this complexity, offering a straightforward and intuitive feature for all users.
2
Crypto/Credit Card
In line with user research indicating varying crypto expertise, I partnered with developers to design an Amazon-like purchase flow.
While crypto payments remained an option, they were de-emphasized in favor of a more universally understood buying process.
Purchase
The payment infrastructure in Web3 is not as consolidated as in Web2. Different Wallets, different providers, different workflows..it can be a mindfield.
Constantly talking to devs was crucial for the developement of this important flow.
1
First Iteration
With just two initial token types—Fan Pass and Team Token—amounting to nine elements, the information architecture was straightforward and easy to navigate.
3
Third Iteration
To boost retention, we expanded the Player Tokens, releasing them in scheduled drops throughout the season.
I restructured the information architecture to give Player and Team Tokens dedicated pages.
The Player Token page now features modular sections for each upcoming drop.
2
Second Iteration
Mid-season, we introduced limited Player Tokens. Users could view their collected items and a CTA directed them to the Tokens collection for additional purchases.
My NFTS
The process of displaying to users their collectables evolved during time, as different Tokens were dropped during the season.
4
Final Iteration
To elevate engagement from passive collecting, I introduced "ghost cards" to tap into the nostalgia of sticker collecting.
These cards showed users what they were missing, guiding them to specific tokens needed to complete their collection.
A game within the game!
1
Claim
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
2
Notification Centre
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
Perks
Fans that purchase Tokens to support their team are rewarded with exclusive perks.
These vary for each Token and are assigned every week through a raffle.
Wallet
First, in order to purchase or claim NFTs, fans need to connect to a Wallet. This is used to log in to the marketplace as well as to purchase and store NFTs.
1
First Iteration
2
Second Iteration
3
Final Iteration
To bridge the Web2 and Web3 divide, I emphasized the unique features of the Torus wallet, which allows quick wallet creation via social media logins.
I made this difference prominent by displaying social media icons, guiding users with Google accounts for an intuitive experience.
Purchase
The payment infrastructure in Web3 is not as consolidated as in Web2. Different Wallets, different providers, different workflows..it can be a mindfield.
Constantly talking to devs was crucial for the developement of this important flow.
1
Signatures & Waiting Time
2
Crypto/Credit Card
3
Top Up
Recognizing Web3's transaction complexities, I designed the NFT purchasing system with built-in contingencies for delays and failures.
This ensures a secure and smooth buying experience, even when relying on third-party apps and blockchain processing.
My NFTS
The process of displaying to users their collectables evolved during time, as different Tokens were dropped during the season.
1
First Iteration
2
Second Iteration
3
Third Iteration
4
Final Iteration
To elevate engagement from passive collecting, I introduced "ghost cards" to tap into the nostalgia of sticker collecting.
These cards showed users what they were missing, guiding them to specific tokens needed to complete their collection.
A game within the game!
Perks
Fans that purchase Tokens to support their team are rewarded with exclusive perks.
These vary for each Token and are assigned every week through a raffle.
1
Claim
2
Notification Centre
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
design SECTION
Solution
1
First Iteration
I had already designed and implemented a wallet connection feature for SXSW.
This was not perfect but it worked, so I used it as initial implementation to get the ball rolling and provide the basic functionality.
3
Final Iteration
To bridge the Web2 and Web3 divide, I emphasized the unique features of the Torus wallet, which allows quick wallet creation via social media logins.
I made this difference prominent by displaying social media icons, guiding users with Google accounts for an intuitive experience.
2
Second Iteration
Building on insights from SXSW, this iteration prioritizes Web3 education.
It includes detailed wallet information and basic "How to" guides, along with an FAQ link for deeper context.
This aims to demystify MetaMask and Wallet Connect for users.
Wallet
First, in order to purchase or claim NFTs, fans need to connect to a Wallet. This is used to log in to the marketplace as well as to purchase and store NFTs.
1
Signatures & Waiting Time
Recognizing Web3's transaction complexities, I designed the NFT purchasing system with built-in contingencies for delays and failures.
This ensures a secure and smooth buying experience, even when relying on third-party apps and blockchain processing.
3
Top Up
To streamline the user experience, I integrated third-party services like Ramp and Moonpay for crypto wallet top-ups.
Aware of varying state regulations, my design aimed to mask this complexity, offering a straightforward and intuitive feature for all users.
2
Crypto/Credit Card
In line with user research indicating varying crypto expertise, I partnered with developers to design an Amazon-like purchase flow.
While crypto payments remained an option, they were de-emphasized in favor of a more universally understood buying process.
Purchase
The payment infrastructure in Web3 is not as consolidated as in Web2. Different Wallets, different providers, different workflows..it can be a mindfield.
Constantly talking to devs was crucial for the developement of this important flow.
1
First Iteration
With just two initial token types—Fan Pass and Team Token—amounting to nine elements, the information architecture was straightforward and easy to navigate.
3
Third Iteration
To boost retention, we expanded the Player Tokens, releasing them in scheduled drops throughout the season.
I restructured the information architecture to give Player and Team Tokens dedicated pages.
The Player Token page now features modular sections for each upcoming drop.
2
Second Iteration
Mid-season, we introduced limited Player Tokens. Users could view their collected items and a CTA directed them to the Tokens collection for additional purchases.
My NFTS
The process of displaying to users their collectables evolved during time, as different Tokens were dropped during the season.
4
Final Iteration
To elevate engagement from passive collecting, I introduced "ghost cards" to tap into the nostalgia of sticker collecting.
These cards showed users what they were missing, guiding them to specific tokens needed to complete their collection.
A game within the game!
1
Claim
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
2
Notification Centre
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
Perks
Fans that purchase Tokens to support their team are rewarded with exclusive perks.
These vary for each Token and are assigned every week through a raffle.
Wallet
First, in order to purchase or claim NFTs, fans need to connect to a Wallet. This is used to log in to the marketplace as well as to purchase and store NFTs.
1
First Iteration
2
Second Iteration
3
Final Iteration
To bridge the Web2 and Web3 divide, I emphasized the unique features of the Torus wallet, which allows quick wallet creation via social media logins.
I made this difference prominent by displaying social media icons, guiding users with Google accounts for an intuitive experience.
Purchase
The payment infrastructure in Web3 is not as consolidated as in Web2. Different Wallets, different providers, different workflows..it can be a mindfield.
Constantly talking to devs was crucial for the developement of this important flow.
1
Signatures & Waiting Time
2
Crypto/Credit Card
3
Top Up
Recognizing Web3's transaction complexities, I designed the NFT purchasing system with built-in contingencies for delays and failures.
This ensures a secure and smooth buying experience, even when relying on third-party apps and blockchain processing.
My NFTS
The process of displaying to users their collectables evolved during time, as different Tokens were dropped during the season.
1
First Iteration
2
Second Iteration
3
Third Iteration
4
Final Iteration
To elevate engagement from passive collecting, I introduced "ghost cards" to tap into the nostalgia of sticker collecting.
These cards showed users what they were missing, guiding them to specific tokens needed to complete their collection.
A game within the game!
Perks
Fans that purchase Tokens to support their team are rewarded with exclusive perks.
These vary for each Token and are assigned every week through a raffle.
1
Claim
2
Notification Centre
Exclusive perks were reserved for Team Token holders.
Upon winning a raffle, fans encountered an email verification prompt to deter bots before claiming their perks.
Due to initial limitations on notifications, I designed custom banners at critical entry points to keep users informed about the raffle status.
results SECTION
Outcomes
The USFL platform successfully launched across mobile, tablet, and desktop, offering thousands of American Football fans a glimpse into the future of sports and entertainment.
Wallet
The marketplace caters to both crypto veterans and casual fans, offering legacy wallets and social logins via Torus.
Educational content guides users through the Web3 landscape.
Play Example
Purchase
Fans can buy Tokens to support teams, with a cut going directly to players.
Payment options include credit cards and crypto, with an in-marketplace top-up feature.
Play Example
My NFTs
Users can view their NFT collection and identify missing pieces, enhancing engagement.
A game within the game.
Play Example
Perks
NFT purchases offer fans exclusive perks, making once-dreamt-of experiences, like training at the stadium, a reality.
Play Example
Delivery and Results
FOX successfully took over the fully-delivered marketplace for further development. Although analytics weren't shared, over 3,000 Tokens were sold in just the first season, indicating strong engagement.
results SECTION
Outcomes
The USFL platform successfully launched across mobile, tablet, and desktop, offering thousands of American Football fans a glimpse into the future of sports and entertainment.
Wallet
The marketplace caters to both crypto veterans and casual fans, offering legacy wallets and social logins via Torus.
Educational content guides users through the Web3 landscape.
Play Example
Purchase
Fans can buy Tokens to support teams, with a cut going directly to players.
Payment options include credit cards and crypto, with an in-marketplace top-up feature.
Play Example
My NFTs
Users can view their NFT collection and identify missing pieces, enhancing engagement.
A game within the game.
Play Example
Perks
NFT purchases offer fans exclusive perks, making once-dreamt-of experiences, like training at the stadium, a reality.
Play Example
Delivery and Results
FOX successfully took over the fully-delivered marketplace for further development. Although analytics weren't shared, over 3,000 Tokens were sold in just the first season, indicating strong engagement.
results SECTION
Outcomes
The USFL platform successfully launched across mobile, tablet, and desktop, offering thousands of American Football fans a glimpse into the future of sports and entertainment.
Wallet
The marketplace caters to both crypto veterans and casual fans, offering legacy wallets and social logins via Torus.
Educational content guides users through the Web3 landscape.
Play Example
Purchase
Fans can buy Tokens to support teams, with a cut going directly to players.
Payment options include credit cards and crypto, with an in-marketplace top-up feature.
Play Example
My NFTs
Users can view their NFT collection and identify missing pieces, enhancing engagement.
A game within the game.
Play Example
Perks
NFT purchases offer fans exclusive perks, making once-dreamt-of experiences, like training at the stadium, a reality.
Play Example
Delivery and Results
FOX successfully took over the fully-delivered marketplace for further development. Although analytics weren't shared, over 3,000 Tokens were sold in just the first season, indicating strong engagement.
final SECTION
Conclusion
The USFL platform successfully launched across mobile, tablet, and desktop, offering thousands of American Football fans a glimpse into the future of sports and entertainment.
Final Result
Live website
Our platform empowers players and coaches to authentically own their digital brand, while fans can engage in novel ways via blockchain technology.
VISIT LIVE USFL.FANS
Re-usability
Fox Deportes
My UX work was repurposed for Fox Deportes' 25th-anniversary marketplace (For sport for South America), saving the company significant development time.
VISIT FOX DEPORTES
Next Step
Additional Features
Nearing the end of Season 1 and prepping for Season 2, I designed new features like additional tokens and engagement-boosters like "What's Trending" and a live NFT purchase feed.
final SECTION
Conclusion
The USFL platform successfully launched across mobile, tablet, and desktop, offering thousands of American Football fans a glimpse into the future of sports and entertainment.
Final Result
Live website
Our platform empowers players and coaches to authentically own their digital brand, while fans can engage in novel ways via blockchain technology.
VISIT LIVE USFL.FANS
Re-usability
Fox Deportes
My UX work was repurposed for Fox Deportes' 25th-anniversary marketplace (For sport for South America), saving the company significant development time.
VISIT FOX DEPORTES
Next Step
Additional Features
Nearing the end of Season 1 and prepping for Season 2, I designed new features like additional tokens and engagement-boosters like "What's Trending" and a live NFT purchase feed.
final SECTION
Conclusion
The USFL platform successfully launched across mobile, tablet, and desktop, offering thousands of American Football fans a glimpse into the future of sports and entertainment.
Final Result
Live website
Our platform empowers players and coaches to authentically own their digital brand, while fans can engage in novel ways via blockchain technology.
VISIT LIVE USFL.FANS
Re-usability
Fox Deportes
My UX work was repurposed for Fox Deportes' 25th-anniversary marketplace (For sport for South America), saving the company significant development time.
VISIT FOX DEPORTES
Next Step
Additional Features
Nearing the end of Season 1 and prepping for Season 2, I designed new features like additional tokens and engagement-boosters like "What's Trending" and a live NFT purchase feed.
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© 2023 Giuseppe Laterza. All rights reserved.
© 2023 Giuseppe Laterza. All rights reserved.
© 2023 Giuseppe Laterza. All rights reserved.