The experience was designed to sit within the FIFA World Cup, a tournament that engaged over 5 billion people worldwide. Clear value framing, simplified flows, and familiar mechanics ensured football fans could quickly understand and engage, even amid intense competition for attention.
By grounding the experience in familiar gaming and prediction patterns, the design invited participation from users with little or no exposure to digital ownership models. Progressive disclosure allowed users to engage immediately, while deeper mechanics remained optional rather than obstructive.
A repeatable content system enabled consistent translation across multiple languages with zero errors. Clear structure, constrained terminology, and scannable patterns reduced translation risk, eliminated rework, and supported a smooth global launch.
In a nutshell
This project explored how to design a compelling, global fan experience during the FIFA World Cup, in a space already crowded with prediction games and promotions. The challenge was to make the experience instantly understandable and rewarding for football fans worldwide, including those completely new to NFTs, without letting the underlying complexity get in the way.
FutureVerse, Altered State Machine
UX designer, Researcher, Content writer
2022
The challenge
Standing out in the crowd.
Lowering the barrier to participation.
Content that scales globally.
The approach
The project began with fast-paced co-design sessions to define a core mechanic that could stand out during the World Cup. We explored a prediction-based experience where fans earn points and prizes over time, borrowing familiar patterns from fantasy football and sports betting while aiming for something more playful and approachable.
My work on the design, content, and research focused on clarifying the value proposition, simplifying participation, and shaping an experience that felt fun, approachable, and worth returning to throughout the tournament.
The concept
Early ideation explored how a prediction-based experience could stand out during the FIFA World Cup, where fans are already saturated with games and promotions. Through rapid co-design sessions, the team aligned on a core mechanic built around match predictions, progression, and rewards.
The research
We started with unmoderated testing to reach a broad, global audience quickly and gather early signal at speed. This focused on first impressions, comprehension of the value proposition, and motivation to participate. The goal was to understand whether users grasped what they were signing up for, what they stood to gain, and whether the experience felt compelling enough to return to over time.
Testing with 20 participants gave us wider perspective than a smaller, deeper study and was better suited to a concept that was still highly fluid.
Because the prototype was intentionally lightweight, we could iterate rapidly. When insights pointed to a mobile-first shift, we discarded the initial desktop concept entirely and rebuilt without friction.
In the second round, we conducted further unmoderated testing alongside a small number of moderated sessions to validate revisions. This allowed us to test a more complete end-to-end journey, including onboarding, prediction flows, reward clarity, and supporting content.