At Matchday, I led work that more than doubled D7 retention in 5 months, launched a new game mode that boosted D1 and D7 by 20+%, and re-designed purchase flows that drove a 78% revenue lift week-on-week.
Previously at Sports Interactive, I led UI/UX for the acclaimed Football Manager series for over a decade - growing the audience from 1M to 10M+ yearly users. Most recently, I reimagined the product with a unified cross-platform design system and built a remote team of talented designers to scale and maintain it.
Contact me at jesper.andrell@gmail.com or LinkedIn.
How I work
I keep my process simple, practical, and focused on outcomes. No fluff - just a clear way of working that helps teams move fast, make smart decisions, and ship things that matter.
From shaping briefs and scoping problems to prototyping, testing, and working closely with engineers, I stay hands-on throughout. I believe in early thinking, rough visuals over long debates, and keeping momentum without losing sight of the user.
What I've worked on
Matchday
Senior Product Designer • 2024 - Present
I lead product design for a free-to-play mobile football game, designing the core loop, features and design system. I collaborate with stakeholders and leadership to shape the product vision and roadmap.
I drive features all the way from early wireframes to implementation, using AI tools to accelerate delivery. My work led to a significant increase in early retention and increased revenue.
Projects at Matchday →
Sports Interactive
Lead UIUX Designer • 2007-2024
I led user experience for the acclaimed Football Manager series for over a decade, growing the design team and evolving the product. As the studio expanded, I was responsible for mentoring designers, defining team processes, and ensuring design quality across platforms.
I worked with leadership to develop the vision and built the information architecture, design system and visual language as well as guiding my team in taking each feature from conception to full implementation. This work supported multiple successful releases and helped the franchise grow from 1M to 10M+ players annually.
Projects at Sports Interactive →
