FC.App: Gamified Mobile App & Desktop Platform for Tournament Organizers

FC App began as a simple mobile tool for football teams to track tournament scores and status. The app needed a fresh direction: one that would increase engagement, improve usability in real match conditions, and open the door to new user groups — especially tournament organizers who needed powerful, desktop-grade tools to run complex events.

My work started from deeply understanding real usage scenarios, and the main group of usera. I ran an intensive over 10-hour workshop with stakeholders to uncover conflicting expectations, resolve product-level misunderstandings, and realign everyone around a shared vision.

Whereas most of the players were children, the app lacked the thrill and fun, giving an experience equal to filling your taxes.

The redesigned mobile experience introduced gamification patterns based on Octalysis and refined player-type insights. Instead of a flat list of actions, the interface became a dynamic, reward-driven flow: clear missions, strong feedback loops, simplified inputs and engaging micro-interactions.
The outcome: a mobile UI that feels lighter, faster, and intuitively guides users through the flow. We've also created a new revenue stream based on collectable cards that each player can create for their own. New paths of leveling, skills and badges added complexity and improved engagement.

Alongside the mobile redesign, I led the UX work for a completely new web/desktop interface for organisers. A critical new persona with very different needs from players and coaches.

I designed the information architecture, navigation patterns and task flows for:
– multi-match scheduling
– team & player management
– ranking tables
– field and time assignments
– match configuration and scoring
– multi-day tournament operations

The desktop version matured the product into a true multi-sided platform, supporting real-world tournament logistics and enabling scalable growth beyond casual play.

Across both platforms, my contribution spanned:
– leading the full UX redesign process
– designing mobile gamified flows and UI logic
– conducting workshops and stakeholder alignment
– creating IA and wireframes for the new desktop platform
– ensuring consistency across both channels
– guiding development handoff and design decisions

FC App evolved from an app into an ecosystem, and UX was the engine behind that transformation. Now the startup is scaling and entering Football-lover markets like Spain and South America.