FIFA Global Series — Martina Ferreira

FIFA Global Series experience

Esports competition from end to end

FIFA Global Series competition takes place every year with over 20k pro-players from all over the globe competing live.

Role: Strategy, UI/UX and production lead

Building and maintaining fandom

Through an exciting full calendar of esports events with live coverage, in-person events, live results, social reach, and community engagement.

An annual brand ecosystem to fit in

The FGS brand follows FIFA brand every year but has a personality of its own. Which translates to web, social, broadcast, UI, and marketing collateral.

A flexible living web hub to support

The website follows as the competition grows, from hype, registration, launch, events schedule to results and rankings.

This requires calendar planning with stakeholders ahead of the events and constant design updates, incentives to maintain engagement and pre, during and post-event publishing of details, results and content.

Improving year after year

FGS web experience had been mostly built with existent CMS components, but specific esports needs had to be met. These needs surfaced during research with users and were identified through traffic data analysis so new components had to be designed to meet them.

To display localized time zones based on users’ location, a new Event Details component came to life. Users had now the precise local time of the event without having to convert to their time zones and avoiding confusion and mistakes.

For visualization of the complete expanded event schedule, a brand new Schedule Table component was designed - still with other applications out of FGS in mind fitting into the general design system.

These specifically helped users to follow and plan for events increasing engagement and live viewership helping make the FGS website the source of truth for the competition.

Quick to scan & easier to follow competition stages & formats

Implementation of different formats of elimination and new playing dynamics required a redesign of the brackets system.

During our discovery and research phase on bracket formats, it came to light that the current design of the bracket system could be improved to facilitate the scannability of competition rounds and information finding of players and teams.

So the brackets were redesigned with a focus on helping visualization of concurrent event rounds and the progression of players and teams through them.