Major League Soccer
SHOPIFY_ECOMERCE_BRANDING
Services
Product Design
UX Research
Conversion
Year
2025
Client
Major League Soccer (MLS+Apple)
00 · Overview
MLS was entering a different league. The Apple TV broadcast deal brought a new level of scrutiny to the digital product. Messi's signing turned a steady growth story into a global media event overnight. And with the 2026 World Cup on home soil, the window to build a product that could hold a new generation of fans was closing fast.
I joined the product team for a year as UX/UI Designer, embedded across four parallel workstreams. The work ranged from redesigning the first thing a new user sees, to building a feature that appeared on stage at an Apple keynote.
01 — Onboarding
New users were reaching the home screen with nothing set up — no club, no alerts, no reason to come back. Completion rates were low and drop-off happened early, before the product had a chance to show its value.
We rebuilt the flow around one principle: emotional connection before friction. Club selection moved to step one. From there, each screen had a single job — activate Live Activities, enable match alerts, introduce Season Pass. No dead ends, no optional screens buried at the end.
The result was a measurable shift in engagement signals: users who completed the new onboarding opened the app significantly more in their first two weeks, and retention at day-7 and day-30 improved across cohorts. Completion rate moved from the low 40s to the mid-70s.
→ 3 screens redesigned · 2 new flows · 6 weeks
02 · Live Score & Dynamic Island
Football has more states than most sports. I mapped all of them — 27 match states across Dynamic Island and Lock Screen, from kickoff to penalties. Worked directly with Apple engineering for three months on component behavior and motion spec. → Showcased at Apple World Event 2024.
03 · Darwin Design System
Football has more states than most sports. I mapped all of them — 27 match states across Dynamic Island and Lock Screen, from kickoff to penalties. Worked directly with Apple engineering for three months on component behavior and motion spec. → Showcased at Apple World Event 2024.
