Pure Research & DesignHi meets Ai in design

Enhancing Fandom

Bringing fans closer to the game.

Opportunity

Major League Soccer was growing quickly, but its digital experience had become fragmented across league, club, content, and matchday experiences. The organization needed a stronger foundation for the future.

The ambition went far beyond a redesign. MLS wanted a modern platform that could connect fans with clubs, players, content, and live action across every device.

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We joined MLS as an embedded design team, working alongside product, engineering, editorial, marketing, and league leadership.

Approach

We worked side-by-side with teams across the organization to rethink the experience from the ground up. Together, we redesigned the platform across web, tablet, and mobile.

The goal was to create a more cohesive ecosystem for content, data, video, matchday experiences, and fan engagement while establishing a foundation that could scale over time.

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The result was a connected digital ecosystem spanning league and club experiences, bringing content, video, live match coverage, and statistics together in a more unified way.

Platform Experience

A responsive ecosystem connecting league, club, and fan experiences across devices.

Platform Experience

A responsive ecosystem connecting league, club, and fan experiences across devices.

Matchday & Data

Live scores, statistics, schedules, and match experiences designed around fandom.

Matchday & Data

Live scores, statistics, schedules, and match experiences designed around fandom.

Editorial & Content

A flexible publishing system built to support storytelling, video, news, and league content at scale.

Editorial & Content

A flexible publishing system built to support storytelling, video, news, and league content at scale.

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Cole Sletten

Vice President, User Experience

Major League Soccer

Impact

The new platform established a modern digital foundation for MLS and its clubs, creating a more engaging and consistent experience for fans across every device and screen.

It unified league and club experiences, improved the way content is produced and published, and created a scalable framework built to support the league's continued growth.

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Shaping

Platform Vision
Content Strategy
Product Direction
Experience Principles

Designing

Experience Design
Design Systems
Information Architecture
Editorial Design

Building

League Experience
Club Experience
Responsive Web
Mobile Experiences