ROBIN HÖGBERG

Livescore for football fans

Forza Football is a product for tracking football results world-wide. We built a name as the best, easiest to use product in our category. With a peak of 3 million monthly users, a retention rate over 60%, and being self-sustained from launch day through handling and selling of ads.

These combined factors proved to be a very successful foundation, helping us grow from a team of 6 to over 50 employees.

My contribution has taken many different roles over the years. From improving the information architecture in the first version, improving the performance of our ads, to formulating new products and leading the product design forward, I’m very proud to have been an integral part of this fantastic journey.

Common methods

• User journeys
• Competitor analysis
• A/B testing
• Usability testing
• Personas

Products
I was a key element in developing the following products:

• Forza Football
• Several Club apps
• Forza Reporter
• Inhouse CMS tool

Design System

As a result of years of working in autonomous silos on different products and projects, I identified the need to develop a more cohesive visual direction. Application-wide visual uniformity is necessary for the success of the product as it grows to encompass different needs.

This led me to spearhead an initiative to develop and centralize the visual language in a co-maintained design system between designers and developers.

Important factors

• Brand direction and competitors
• Tracking of changes
• State of codebase
• Human oversight

What i did

• Developed visual direction in accordance with the brand direction
• Designed all platform-independent components
• Structured how the design system would inherit properties
• pecified how modular and granular components should be
• Ran tests showing the response of different products and designs to the design system

Although I developed the project, completion and launch is now up to Forza Football since my departure.

For Clubs

We went into this effort with the realization that most football clubs shared a set of problems:

Difficulty monetising content
Low autonomy in controlling discourse
Club-to-fan relationships

Main hypothesis
By equalizing the power dynamic between the clubs and media, clubs could grow healthier relationships and create a healthier discourse with fans.

Intended outcome
With this direct access and chance to improve relationships, the fans would be more willing to pay for the content being produced.

Framework
Equalizing club and media dynamic to encourage fan engagement required:

• Direct, two way communication between clubs and fans
• Clubs required a direct way to instantly reach fans
• Mainly live-streaming product

Outcome
Unfortunately the product didn’t live up to its promise. We had undervalued the extent of the damage between the clubs and their relationships with fans and players, leading to insurmountable difficulties in overcoming the issue, regardless that the product was well received from all parties involved.

It was definitely my most crude professional failure, but in retrospect a humbling experience I don't wish to be without.

Messenger App

I worked in a small team responsible for designing and developing a new mobile app for their 13 million social network users.

Together with a project manager, a junior designer and a UX designer, we developed a product in line with the users and the board's expectations.

Even though I was very much involved in formulating the product, my primary task was to design the User Interface for iOS, Android, Blackberry and Windows 7 clients in close collaboration with the UX designer and product manager. One of the most intriguing challenges and the pillar of the project was designing next-generation chat experiences.

Coming from a background of graphic design, this was quite the challenge. Working with developing the product design aimed directly towards their international board was a position I did not expect to be in. It was one of the most instructive and exciting jobs I’ve ever had, and i’m still to this day very proud of the end result.