The project itself :
Project Overview
Maccabi Haifa is Israel’s top football club, known for its rich history, strong values, and passionate fan base. With consistent success and deep community support, a well-designed digital ecosystem is essential for reinforcing the club’s professionalism, brand image, and fan experience on and off the field.
Problem:
Despite the club’s on-pitch excellence, its digital presence failed to deliver a modern, emotionally engaging experience—creating a disconnect between the team’s performance and the way fans interacted with the brand online.
Goal:
Bridging on-pitch excellence with a modern, emotionally engaging digital experience.
My role:
Full end-to-end design process, including ideation, research, concept development, wireframes, and high-fidelity UI as a solo designer
Deliverables
Responsive website, online store, and mobile app
All about the user :
The Research
My research was divided into two tracks. The first focused on the user : mapping their behaviours, journey, emotional triggers, pain points, and the challenges they encountered across the club’s digital ecosystem. The second track involved extensive market and competitive research, studying top European football clubs to understand industry standards, best practices, and emerging patterns in digital fan engagement. This benchmarking process revealed clear gaps between Maccabi Haifa’s experience and global leaders, helping define how the redesigned ecosystem should evolve in terms of UX, visual identity, functionality, and personalization.
User Personas
Personas were selected by conducting user research and identifying common pain points, that frustrate and block the user from getting what they need from a product.
User Journey Map
I created a user journey map of Daniel’s experience to identify pain points and establish a clear foundation for the improvement roadmap.
Pain Points
Negative Perception
An unprofessional-looking website can create doubts about the club's overall management and commitment to fans.
Information Gap
Difficulty finding updated news and schedules leaves fans feeling disconnected from the club.
Personalization
Fans are treated as a single group rather than individuals with unique preferences.
Market Research
I performed an in-depth market analysis of top European clubs and additional indirect references, evaluating content, hierarchy, CTAs, navigation, architecture, branding, and emotional engagement to define best practices and the benchmark for excellence.
Conclusions
Emotional "stickiness"
Build an emotional connection with users by leveraging powerful media and imagery that reinforces the club's identity.
Personalization
Creating a personalized encounter enriched with additional benefits beyond mere information dissemination.
Ease Functionality
Provide a seamless user experience, making it simple to buy tickets, shop for merch, and find relevant information.
The clear version :
Design
The concept focused on creating a modern, sports-driven design with a strong emphasis on the club’s brand, creating instant recognition. Its layout uses a clean grid structure with bold headlines, high-impact photography, and video highlights to bring team's energy to the screen. The design prioritizes usability and revenue streams, with clear calls to action keeping fans engaged with news and media.
Website
These are a high fidelity design that represents a final product
I created all the website pages mockups, incorporating the right design elements such as typography, color, iconography, and developed all the necessary components and elements.
The goal was to demonstrate the final NAVA platform in as much detail as possible.
Homepage
Match Center
"Play by Play"
Online store
Mobile App
The project schematically :
Outcome
Now, finally, it remained to pay attention to several takeaways and plan some further steps.