Introduction

Helping fans stay updated, engage in meaningful football conversations, and strengthen connections.

OVERVIEW

Missing a match makes it harder for fans to join conversations.

Golazo bridges this gap with contextual match insights and creates more avenues for discussion through chat rooms.

ROLE

UX & Visual designer

DURATION

8 weeks, 2025

JUMP TO SOLUTION ↓

What sparked Golazo?

One day, while scrolling through LinkedIn, I stumbled upon this chart. It showed a sharp rise in people searching for ways to meet new friends, how to connect with others, and combat loneliness.

Rising search trends for ‘how to meet new people’ and ‘where to make friends’

Upon closer examination, I discovered research indicating a steady decline in social connections, particularly among men.

Comparison of close friendships and emotional support in 1990 vs. 2021

The psychology behind male friendships

Research shows men tend to build friendships through shared activities, and sports often act as the social glue.

I reviewed research on men’s friendships by R. I. M. Dunbar and Jacob M. Vigil

Problem statement

Men are finding it harder to maintain friendships, with fewer feeling emotionally supported. Research shows they often bond through shared activities like sports, but changing social habits is making these connections more difficult to sustain.

Sneak peek: What the Solution Looks Like

Sneak peek: Design system documentation

Sneak peek: Findings from user testing

Remote user interviews

Interviewed sports enthusiasts to uncover their experiences and challenges when engaging with sports content.

User quotes from interviews

Where do fans struggle most?

In addition to interviews, I created journey maps to capture the full sequence of actions fans take and the emotions they experience.

Opportunities

Summarized these opportunities as user stories to guide my ideation. Eventually, the process was to convert them into How might we statements to brainstorm ideas.