Challenge

Re-invent the outdated MLS App to drive increased engagement and connection between fans and their favorite club.

Strategy

• Set a new product direction with experience principles and a visual language to unify MLS digital products across channels.

• Deliver a personalized experience that puts fans’ favorite club front and center.

• Support resource-limited clubs by providing a fully customizable club area.

• Expand matchday engagement with mobile ticketing, real-time highlights, game day home screen layout and integrated fantasy game.

Results

• +10% session duration and +25% page views from launch through 2023.

• 11 of 24 clubs elected to use the MLS App as their primary mobile experience.

• The “Darwin” design system unified all MLS digital experiences and inspired brand campaign designs in subsequent years.

Role: Product Strategy, Creative Direction, UX Design

Download the Official MLS App here.