AC Milan

A fan app concept for AC Milan, built on a white-label platform that any club can make its own.

Client

Blocksport AG, Zug, Switzerland

Year

2022

Domain

SportsTech · Fan Engagement

Timeline

6 months

Role

UX/UI Designer

Blocksport is a Swiss SportsTech company that sells a ready-made fan app to football clubs and esports teams. Each club gets an app in its own colors, and fans earn points, cashback and discounts for being active. I co-designed the core flows of that app. This case shows them in the concept I built to pitch AC Milan.

Problem

Fans follow their club on Instagram, Facebook, YouTube and in the stadium. Between match days, they have little reason to open a club app. For Blocksport, the problem was also commercial: every club wants an app that feels like its own, and designing a new one for each club doesn’t scale. The flows had to work for any club. Only the identity could change.

Designed to be reskinned

Every screen is built from one set of components. A club’s version changes the colors, the crest, the imagery and the content: fixtures, news sources, shop items, mission names. Layout and flows stay the same.

Missions as a ladder, not a to-do list

Fans move up through five levels, from Supporter to Champion. Each level asks for a few concrete things: predict six games, share two posts, buy one item, vote once in a fan poll. Every task leads to a different part of the app, so completing a level also means discovering what the app can do. Progress bars and point values show how close the next level is, and locked levels stay visible, so there is always a next goal.

Rewards you can count

Points alone feel abstract, so the profile also shows what being a fan has earned in euros: total cashback and contribution to the club. Level, missions and achievements sit on the same screen and answer one question: how am I doing as a fan?

A shop inside the reward loop

The club store and partner offers sit in one tab. Buying merch also completes missions, so the shop works as part of the reward system rather than a separate store.