SoheeKim

Impact & Reflection

Engagement soared as fans reacted 125+ times per match,

stayed over 80 minutes, and actively participated in real-time features

like quizzes and team battles.

Engagement soared as fans reacted 125+ times per match, stayed over 80 minutes, and actively participated in real-time features like quizzes and team battles.

Designing with rhythm taught me that great UX isn’t just about flow

—it’s about knowing when emotions peak and crafting for that moment.

Designing with rhythm taught me that great UX isn’t just about flow—it’s about knowing when emotions peak and crafting for that moment.

Iteration Journey

Built with Fans.

Tuned Match by Match.

From November 2024, we ran 13 weeks of weekly beta tests,

gathering real-time feedback from football fans and ambassadors

— and turning every match into an opportunity to learn, improve, and design better.

From November 2024, we ran 13 weeks of weekly beta tests,

gathering real-time feedback from football fans and ambassadors — and turning every match into an opportunity to learn, improve, and design better.

Phase 1

From Observations

to Working Prototypes

From Observations

to Working Prototypes

We kicked off by mapping key moments in live matches.

Using personas and interviews, I designed a basic flow

including commentary, reactions, and quizzes.

We kicked off by mapping key moments in live matches. Using personas and interviews, I designed a basic flow including commentary, reactions, and quizzes.

Horizontal swiping feels off.

− Internal test feedback

Phase 2

Refining Usability and Rhythm

Optimizing usability through vertical gestures and layout rhythm

We recruited ambassadors to reflect real fan behavior and updated our personas accordingly. Based on these insights,

we ran a second iteration—redesigning the overall layout and enhancing the rhythmic flow of the experience.

We recruited ambassadors to reflect real fan behavior and updated our personas accordingly. Based on these insights, we ran a second iteration—redesigning the overall layout and enhancing the rhythmic flow of the experience.

Phase 3

Setting the Stage for Matchday

I restructured the match entry flow — from ticket purchase to pre-kickoff confirmation — aligning with user expectations and building emotional readiness.

It was fun, but I didn’t feel noticed.

− Ambassador

BEFORE | Temporary Bottom Sheet

BEFORE

Temporary Bottom Sheet

AFTER | Contextual Scene Insert

04 Quiz

From Disruption to Immersion

We synced quizzes with emotional match moments using AI, making them feel natural and engaging instead of disruptive.

03 Team Battle

Reframing Competitive Moments

We limited Team Battle to low-intensity scenes, keeping it exciting without distracting from key match moments.

After | Low-Intensity Scene Trigger

After

Low-Intensity Scene Trigger

Before | Persistent Overlay

Before

Persistent Overlay

Week1 Header

Week3 Footer

BEFORE | Full Roster Overload

9:41

112,244

Oct 15th 3:45 PM

1,664

112,342

Son Heung-min 21,321

Richarlison 12,231

Timo Werner 2,232

Pre1

1,231 Comments

SpursFan99

Tottenham Hutspur

4:50 PM

Kulusevski is on fire today! His dribblin...

SpursFan99

Tottenham Hutspur

4:50 PM

Kulusevski is on fire today! His dribblin...

COYSpower

Tottenham Hutspur

4:50 PM

Romero is an absolute wall at the back! ...

Comment...

9:41

112,244

Oct 15th 3:45 PM

1,664

112,342

Son Heung-min 21,321

Richarlison 12,231

Timo Werner 2,232

Pre1

1,231 Comments

SpursFan99

Tottenham Hutspur

4:50 PM

Kulusevski is on fire today! His dribblin...

SpursFan99

Tottenham Hutspur

4:50 PM

Kulusevski is on fire today! His dribblin...

COYSpower

Tottenham Hutspur

4:50 PM

Romero is an absolute wall at the back! ...

Comment...

9:41

112,244

Oct 15th 3:45 PM

1,664

112,342

Son Heung-min 21,321

Richarlison 12,231

Timo Werner 2,232

Pre1

1,231 Comments

SpursFan99

Tottenham Hutspur

4:50 PM

Kulusevski is on fire today! His dribblin...

SpursFan99

Tottenham Hutspur

4:50 PM

Kulusevski is on fire today! His dribblin...

COYSpower

Tottenham Hutspur

4:50 PM

Romero is an absolute wall at the back! ...

Comment...

AFTER | Dynamic Reaction Sheet

02 Player reaction

We simplified the emotional interaction by surfacing only

what matters.

We simplified the emotional interaction by surfacing only

what matters.

We simplified the emotional interaction by surfacing only

what matters.

We simplified choices, added feedback, and linked reactions to rewards—making every tap feel clear, meaningful, and repeatable.

UI Evolution

How small interface tweaks

unlocked big emotional shifts

How small interface tweaks unlocked big emotional shifts

01 Timeline Navigation

Vertical scroll with timeline bookmarks and return-to-now buttons

We used vertical scroll with timeline anchors to match Gen Z habits and make key moments easier to find in the 90-minute match.

BEFORE | Horizontal Swipe

AFTER | Vertical Scroll

Week 7

History drawer

company, 11+

5 months, Nov 2024-

Product Designer

Mobile

Mobile app

Turning Matches

into Moments

Turning Matches

into Moments

Designing real-time, interactive storyspaces

where Gen Z fans play, not just watch.

Designing real-time, interactive storyspaces

where Gen Z fans play, not just watch.

Phase 4

Motivation + Communication = Retentiontures

With ambassadors now active, we introduced reward tokens and quests to sustain participation and deepen emotional feedback.

Average session time increased 1.8x after motivation system applied.

With ambassadors now active, we introduced reward tokens and quests to sustain participation and deepen emotional feedback.

Average session time increased 1.8x after motivation system applied.

“It made me stay all 90 minutes. I was too into it to leave.”

Ambassador kiki****

“The timeline felt like TikTok, but for football.”

Ambassador sun****

11+ Service Intro

What if watching a match

felt more like playing one?

What if watching

a match felt more like playing one?

While most football apps give you scores, 11+ gives you feeling.

Gen Z fans don’t just watch, they react, express, and connect.

11+ turns live games into social, interactive moments felt with every tap.

Now in beta. Full launch soon

While most football apps give you scores, 11+ gives you feeling. Gen Z fans don’t just watch, they react, express, and connect. 11+ turns live games into social, interactive moments felt with every tap.

Now in beta. Full launch soon

Live Scene

Live Commentary, Reimagined

Follow every match like a story. Real-time scenes bring you into the flow, moment by moment. Zoom into your favorite players.

Team battle mini game

Team Up. Battle On.

Support your team with real-time reactions. Your passion fuels the scoreboard, every

tap counts.

Support your team with real-time reactions.

Your passion fuels the scoreboard,

every tap counts.

AI Generated Quiz

Is Your Football Brain Ready?

When the match cools down, the challenge heats up.AI-triggered quizzes appear at just the right moment — bet your hearts and show how much you really care.

Project Goal

Reimagining football

for Gen Z’s content habits

Reimagining football

for Gen Z’s content habits

Gen Z prefers short, emotional, and reactive formats, Traditional UIs don’t match the pacing of a live match.

We aimed to design the rhythm of the match into the interface.

As the design lead, I defined the product vision from concept to launch—driving user research, feature design, weekly beta testing, and ambassador engagement.

Gen Z prefers short, emotional, and reactive formats, Traditional UIs don’t match the pacing of a live match. We aimed to design the rhythm of the match into the interface.

As the design lead, I defined the product vision from concept to launch—driving user research, feature design, weekly beta testing, and ambassador engagement.

11+ The Ultimate Global Football Community

company, 11+

5 months, Nov 2024-

Product Designer

Mobile app