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I was one of two Design Team Managers, leading a team of eight designers while fostering their personal, technical, and professional development. Beyond team coaching, I played a pivotal role in enhancing the user experience of Forza Football’s flagship iOS LiveScores app, focusing on improvements to its information architecture and ad experience. Additionally, I led the short-term revenue efforts by designing over 30 international ad campaigns. This multifaceted role combined leadership, hands-on design, and strategic innovation.
Project
Forza Football®
Year
(2019)
Areas of work
Forza Challenge was an experimental gamification initiative designed to explore new ways of connecting football fans and friends through live scores and friendly bets. The experiment was a success with test groups, yielding valuable insights that were later integrated into the main Forza Football LiveScores app, enriching the user experience and fostering stronger community engagement.
The Forza Challenge experiment introduced a prediction view incorporating well-known betting concepts into the match prediction game. The goal was to make each match or league sponsorship-ready, providing opportunities for betting partners to engage with fans directly.
Forza Challenge evolved into an innovative funding model for the main LiveScores app, serving as an alternative to conventional ads. Here, you can see how the challenge is seamlessly integrated into the app, replacing traditional advertising while offering a more engaging experience for users.
Team Detail View (Fixtures) designed for the responsive web version of the LiveScores app, built entirely using Riquelme, Forza’s Design System.
Various views of the responsive web app showcase how different blocks, headers, and components seamlessly integrate and adapt to the diverse requirements of the defined user experience.
Responsive web version of the LiveScores app
Riquelme’s v1 UI library was created using Sketch and Abstract, as Figma was still in its early stages of development back in 2019.
A sneak peek at one of the master ad campaign libraries I designed for Forza Football’s short-term ad revenue squad, featuring work for renowned clients like Adidas and Nike.
