FIFA ×
Sony Tablet

Two app concepts for following football through the World Cup and beyond.

2013 RFP · Tablet strategy, concept & art direction

Spain team home, featuring David Villa alongside news and upcoming matches. — Spain team home World Cup concept

World Football home featuring a photograph of young players and links to stories, live sessions and games. — World Football home Year-round concept

World Cup Year-round

Beyond the final

The World Cup gives fans a reason to show up. What brings them back between tournaments?

FIFA’s site served audiences from supporters to officials. For the 2013 RFP, Ringier Studios proposed a family of focused apps. My strategy for the two Sony Tablet concepts focused on giving fans a reason to open the app at different points in the football calendar.

My strategy

Start with the team.
Give fans a reason to return.

I created the strategy for both Sony Tablet concepts within Ringier Studios’ broader FIFA RFP.

Make the tournament personal: Let supporters choose a national team first. Build the experience around what they want to know before kick-off, from the next fixture to the likely lineup, then give them a way to vote after the match.
Build a reason to return between tournaments: Use the teams and players fans follow to shape a regularly refreshed front page. Mix feature stories with live Q&As and a quiz so fans can participate as well as read.
Design for two kinds of attention: Use phones for quick checks on the go. Use the tablet as a football magazine, with large photography, longer stories and modular panels that bring related information and interactions into view.

Tournament concept

World Cup

Pick a national team, follow the build-up and have a say after the match.

Next Match concept showing Spain's lineup and formation on a football pitch. — **Next Match**Explore the lineup and formation ahead of kick-off.

Team selection screen with national flags for supporters to choose from. — **Choose Your Team**Make a national team the starting point for the tournament.

Man of the Match concept screen with a fan voting interface. — **Man of the Match**Give supporters a vote for the standout player.

Year-round concept

World Football

After the final, the focus opens up to football stories and ways for fans to join in.

Live Center screen for live sessions and fan questions. — **Live Center**Live sessions with room for fan questions.

Beat the Stars

A football quiz built around familiar faces gave fans another way to take part.

Market context · Brazil 2014

The World Cup audience

FIFA’s official World Cup app showed the scale of mobile demand during the tournament. The figures below describe that public release.

June downloads: 18M+Downloads of the official app from 1 to 23 June 2014.
Downloads since launch: 22M+Cumulative downloads from the December 2013 launch to FIFA’s June 2014 announcement.
Download chart reach: 100+Countries where the official app reached No. 1 on the overall download charts.

FIFA press release · 24 June 2014

My contribution

2 tablet app concepts

Strategy: I created the strategy for both tablet concepts, using national-team loyalty to draw fans in and year-round coverage to give them a reason to return.
Concept: I helped turn that strategy into two experiences: a World Cup companion built around the next match and a World Football magazine with features, live Q&As and a quiz.
Art direction: I paired full-screen football photography with modular panels for stories and navigation, using the tablet’s larger screen to create an editorial layout.

FIFA ×Sony Tablet