Matchday
Senior Product Designer • 2024 - Present
A collection on some of the projects I've worked on at Matchday.
Packs worth purchasing
Problem
Pack purchasing experience not enticing enough
Matchday Champions is a game built around cards, featuring FIFPro licensed players and unique card designs.
The original pack purchase screens lacked clarity, making it difficult for players to assess value and didn’t provide compelling motivation to purchase.
Pack purchase screen presenting value prominently, themed based on content.
Top up currencies without leaving the flow
Solution
Make it about the content
Showcased potential rewards by integrating card previews directly into the pack purchase UI.
Improved presentation of drop rates to build trust and perceived fairness.
Enabled purchasing of currencies without leaving the flow.
Impact
+25%
ARPDAU
👍
Player Sentiment
Upgrading card upgrades
Problem
Card upgrade feature was underutilised
Matchday Champions features a card upgrade system that improves the stats and visuals of cards.
Originally triggered via individual card pages, the feature was underutilised and failed to meet its potential as a coin sink.
Access point from home screen with timer
Top up currencies while remaining in flow
Solution
Bringing it all together: Training Pitch
Increased visibility by embedding upgrades directly into the core loop.
Normalised upgrade behaviour through clearer access and daily-use framing.
Created urgency with time-limited offers on rotating cards.
Impact
↑
Upgrades per player/week
↑
Coin Spend
Trading up
Problem
Too many cards, not enough to do with them.
Players were accumulating duplicates and unwanted cards, but had no satisfying way to offload them. Without a meaningful sink, collections became cluttered, and duplicates felt like wasted rewards.
Swap intro screen
Swap filtering
Solution
Swap to unlock
We introduced a card swap system that let players trade in surplus cards for new packs—turning clutter into anticipation.
To support this, I designed a smart filtering interface that made it easy to find eligible cards for swaps. The system doubled as a visual checklist, helping players track requirements and spot collection gaps.
Impact
-
Replace
👍
Player Sentiment
Making matches matter
Problem
Simulated match without input was not engaging.
Core gameplay was slow, lacked depth, and didn’t offer satisfying progression.
Players built squads and entered matches, but without surrounding context or clear goals, the experience felt weightless.
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Solution
Zoom out.
Introduced a fast-paced, season-based mode that gave players clearer structure, ongoing goals, and tighter feedback loops.
In a single match, outcomes can feel random and make it hard for players to judge if their squad changes are effective. By introducing a mode with multiple matches per run, we gave players a tighter feedback loop and more chances to see strategic progress.
Squad-based progression goals (e.g. “Collect 3 English cards to qualify for the next tier”) gave players clearer mid-term targets and a greater sense of accomplishment.
Tying leagues to card collections gave players more control over what they chased - adding intent and purpose to their gameplay.
Impact
+50%
D1 Retention
↑