LIGUE 1 PLAY— LIGUE DE FOOTBALL PROFESSIONNEL (LFP)

Built an NFT marketplace to immortalize historic moments from some of the most famous soccer athletes in the world.

PRODUCT DESIGN, INTERACTION DESIGN, PROTOTYPING

INTRODUCTION

As of 2023, sports leagues had recently delved into the world of NFTs, revolutionizing the way fans engage with their favorite teams and athletes.

These digital tokens enabled sports leagues to offer exclusive, limited-edition content to fans, such as collectible highlights, virtual memorabilia, and even ownership stakes in teams. Having countless extraordinary players and moments in Ligue 1 history as well as a hungry fanbase, the league decided to create an NFT marketplace.

ROLE

Senior Product Designer

TIMELINE

6 months

Gamifying loyalty & the fan experience.

Introducing Quests, a new ways soccer enthusiasts can engage with their favorite players and teams, encouraging the purchase of multiple products.

An NFT marketplace built by fans, for fans.

We set out to create an NFT platform that appeals to the everyday soccer fan, not just those already invested in the Web3 landscape.

Rewarding engagement & building trust.

We used rewards and personalized products to empower fans to further engage with the brand.

Research

To inform both product strategy and early design decisions, I led a foundational research phase that included user segmentation, behavioral analysis, and a competitive audit of adjacent products. This work shaped our understanding of the opportunity space and directly informed the initial architecture and interaction model.

Competitive analysis

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We intentionally moved away from industry best practices to create a more approachable design for football fans. We developed wireframes with a light theme to feel friendly and less 'crypto/techy’.

User Segmentation

I conducted qualitative analysis across online communities (e.g. Reddit, Facebook Groups) to better understand user attitudes toward NFT marketplaces. This surfaced three distinct behavioral archetypes that shaped how we prioritized features and designed engagement pattern.

The collectors

Highly engaged sports fans motivated by loyalty and nostalgia. They view NFTs as digital memorabilia, akin to modern trading cards, and are drawn to products that foster community and team affiliation.

The investors

Crypto-native users who approach the product through a financial lens. Their behaviors center around speculation, evaluating NFTs as assets with short- or long-term return potential.

The recreationalists

Casual participants who value novelty, entertainment, and low-friction interaction. Less focused on monetary value, they engage primarily for the gamified experience and lightweight social interaction.

Information Architecture

Grounded in the research conducted, the information architecture served as a foundation for clarity and scalability. Collaborating closely with stakeholders, I iterated on the sitemap early to ensure alignment across user needs, business goals, and technical constraints.

This site map not only indicated the user’s journey as they navigate through the product, but it provided us a visual roadmap of the work ahead of us.

Given our tight timeline, I designed flexible templates to streamline the design & dev of multiple screens with minimal adjustments.

Wireframing

The templated approach accelerated wireframing, with two primary layouts: overview and detail pages, which covered most screens except global overlays. Nested structures further streamlined the process, ensuring efficiency.

Overview screens

Details screens

Design system creation

I singlehandedly created a tokenized design system in parallel with wireframing to ensure scalable, reusable components were ready by the time prototyping began. Establishing a flexible system this early required careful coordination across product, design, and engineering, but it was critical for maintaining consistency, supporting theming, and accelerating future iterations.

Phase 5: Prototyping

With solid wireframes and a strong design system, we had a flexible framework to build on. This gave us room to experiment with colors and shapes, creating a product that felt distinct from Ligue 1 while still clearly connected.