Genoa CFC is Italy’s oldest football club, boasting a rich history and a passionate fanbase, competing in Serie A.
Head of Product Design | 18 months
Deliverables
Full website redesign & development
E-commerce optimization
Email marketing automation
SSO (Single Sign-On) implementation
UX/UI audits and CRO improvements
Mobile app launch
Digital ecosystem strategy & roadmap
Rewards & loyalty program implementation
Vendor management & workflow optimization
Project Overview
Genoa CFC’s digital ecosystem was outdated and inefficient, limiting fan engagement and revenue opportunities. I led a comprehensive digital transformation, overseeing the website and e-commerce redesign, streamlining user journeys, and implementing automation to enhance operational efficiency. By launching a new mobile app and introducing a rewards program, we strengthened fan interaction and increased conversions.
Additionally, I managed vendor workflows, ensuring seamless execution across platforms while aligning with the club’s business objectives.
The Problem
Genoa CFC’s digital ecosystem was underperforming, leading to:
- Low conversion rates on e-commerce and ticket sales. - High bounce rates due to an overwhelming and disjointed user experience. - Poor user flow making it difficult for fans to navigate the website and complete actions. - Fragmented information architecture, causing confusion about where to find key content. - Multiple registration channels, leading to inefficiencies and user frustration. These issues resulted in lost revenue opportunities and a disconnected fan experience.
The Approach
To diagnose and address these issues, I led a comprehensive UX and CRO audit, using:
Heatmaps & Session Recordings: Identified where users dropped off and where friction occurred. User Flow Analysis: Mapped the fan journey from homepage to checkout, pinpointing bottlenecks. Competitive Benchmarking: Compared Genoa’s experience with top-performing clubs and e-commerce platforms. Stakeholder Interviews: Gathered insights from marketing, sales, and customer support teams on pain points. A/B Testing & Rapid Iterations: Tested layout, content hierarchy, and CTAs to optimize conversions.
The Solution
Based on the findings, I implemented strategic UX improvements:
Redesigned Information Architecture: - Simplified navigation to focus on tickets, e-commerce, and fan engagement. - Streamlined content hierarchy to reduce cognitive overload. Optimized User Flows: - Consolidated multiple registration channels into one unified system. - Created a seamless Single Sign-On (SSO) experience for e-commerce, ticketing, and rewards.- Reduced the number of steps to complete purchases and registrations. Enhanced UX/UI for Conversions: - Introduced clearer CTAs and visual hierarchy to guide users toward key actions. - Improved mobile responsiveness to ensure a frictionless experience on all devices. Redesigned checkout flows to reduce abandonment rates. Data-Driven Personalization & Engagement: - Implemented email automation and user segmentation to re-engage potential customers. - Integrated loyalty rewards program into the website and app, incentivizing purchases and engagement.
The Solution
These strategic UX enhancements transformed Genoa CFC’s digital performance, achieving: ✅ 100%+ increase in e-commerce sales compared to the previous season. ✅ Tripled digital engagement despite on-field performance struggles. ✅ Lowered bounce rates and improved retention, leading to sustained growth. ✅ Higher conversion rates on key actions, including ticket sales and merchandise. ✅ Improved user satisfaction with a more intuitive, streamlined experience.
