Own The Zone™:
FIFA Women's World Cup AU NZ 2023™

Own The Zone is a fun, easy-to-play, browser-based game where users predict the action in pitch zones, either before matches or live, using official FIFA game data. The focus was on where performance happens during the match, rather than who did it.

Scope: UX Design and UI Visual
Tools: Figma
Role: Concept, Wireframes, Prototypes, Design
 

Context:

With the arrival of the Women's World Cup, we developed a game and an accompanying website to engage football fans, allowing them to predict match outcomes and earn exclusive digital collectibles.

Problem:

Not all users have the interest or ability to engage deeply during live matches, as live predictions may require too much attention or disrupt the viewing experience.

Solution:

I simplified the UX by making the questions clear, concise, and limited in number. Implementing a countdown timer helps manage user attention by emphasising the limited time available to make predictions.

Research:

I identified the main challenges involved in game planning. To gain diverse perspectives on these difficulties, I interviewed friends and family members. During our design sprints, the team discussed and planned solutions and next steps. I partnered with stakeholders, engineers, and the BBC to ensure that prototypes and designs were consistent with industry standards.

Implementation Strategy

Prototype Testing:

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Conduct usability tests with target personas to refine question clarity and timing mechanics.

User Onboarding: Provide a brief tutorial or guided tour when users first access the game, explaining the rules, how predictions work, and how to interact with the interface.

Analytics Integration: Monitor user interaction data to identify where users may be dropping off or struggling, allowing for iterative improvements.

Deliverables:

• Market Analysis

• Ideation

• Design Direction

• Low-Fidelity (Lofi) Explorations

• Mid-Fidelity (Midfi) Explorations

• Prototypes​​

• Design and Flow