Copa America
Design Research
User Strategy
PRODUCT OVERVIEW
In partnership with US Soccer and CONCONCAF, two sponsored international professional soccer organizations, COPA works to facilitate one of the world’s largest soccer tournaments.
COPA asked us to create an online presence to make announcements leading up to the tournament, host ticket sales, in-tournament and in-game support, and post tournament marketing for the month long event. We accepted the challenge and dove deep into user research to understand fans’ preferences and looked for ways we could add to their overall experience.
I conducted interviews with fans from around the world and learned that they wanted social engagement in the form of online brackets to predict the outcome of the tournament.
The Solution
There were a total of 1,245,139 custom brackets created, 111,438 pieces of content were shared, and the site saw a 22% growth in daily users. The site became a second-screen experience to the game’s activity. We worked with soccer-specific data vendors to provide real-time statistics, and supported heavy traffic with zero down time.
