Racing club. From 0 to 87k members online.

Digitizing one of Argentina’s biggest football clubs from scratch.

Role

Lead Product Designer

Industry

Sports - B2C

Duration

5 months

Year

2023

Racing, one of Argentina’s most popular football clubs, needed to modernize its digital presence.
The old platform was fragmented, lacked consistency, and made ticket purchases difficult for fans.

The club wanted a single, scalable platform that could grow with its digital initiatives.

Results

Launched a new platform covering 6 core features, including ticketing, activities, and club content
Designed both mobile and desktop experiences for broader fan access
Introduced a modern ticketing system to improve fan engagement and club operations
Built a scalable design system later applied to the club’s website redesign

Goal

Build an all-in-one platform to give club members full control over their digital experience, including:

Online ticket purchases without intermediaries
Digital ID and membership management
Access to exclusive benefits
Stadium seat management
Activity booking

The main goals were to cut external costs, gain control of digital assets, and improve the member experience.

Role & responsibilities

As Lead Product Designer, I coordinated a small design team and led the entire design process:

Built and managed the team, assigning tasks and tracking progress
Collaborated with the product team on design strategy
Led UI design proposals and visual architecture
Designed both mobile-first and desktop versions
Created a lightweight design system, used across the platform and on the redesigned public website
Designed 6 key features, including the ticketing system for matches and club activities

Process

1. Research & stakeholder alignment

User interviews with club members
Benchmarking other sports platforms (Latin America and Europe)
Internal workshops with administrative and technical staff

2. MVP definition & roadmap

Prioritized 6 essential features for the first launch
Defined a realistic 3-month delivery plan with product and development

3. Design & implementation

Built and iterated UI proposals with stakeholder feedback
Developed a scalable design system to ensure consistency
Worked closely with developers to support implementation, clarify flows, and deliver responsive designs for mobile and desktop

Key learnings

Leading design in a context with no prior processes means building both the product and the design culture

Early and strong collaboration with developers is key to balancing vision and feasibility
When designing for a physical-digital experience (like sports), digital solutions should enhance the physical world, not replace it