By identifying pain points, relentlessly increasing polish across the product, reworking core flows and introducing systems that rewarded short-term progress while building toward long term goals we more than doubled D7 retention - from 6% in January to over 19% in May.
Here's some of the features I worked on to pull it off.
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.
Build a squad that fits the requirements of the league
Face opponents in fast paced seasons
Solution
Zoom out.
Introduced a fast-paced, season-based mode that gave players clearer structure, ongoing goals, and tighter feedback loops.
In single matches, outcomes could feel random - making it hard for players to see if squad changes were working. By introducing a multi-match format, we created a tighter feedback loop and clearer sense of strategic progress.
Squad-based goals (e.g. “Collect 3 English cards”) gave players mid-term targets and a stronger sense of achievement, while tying leagues to collections added intent and purpose to gameplay.
Impact
D1 Retention
D3 Retention
Making Packs Appealing
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 now presents 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
ROAS
Revenue
Week-over-week post-launch
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
Clear presentation of cards that can be upgraded and available discounts
Solution
Bringing it all together: Training Pitch
Increased visibility by embedding upgrades directly into the core loop through a central access point.
Normalised upgrade behaviour through clearer access and daily-use framing.
Created urgency with time-limited offers on rotating cards.
Impact
Upgraded Cards/week
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 convert them into value.
Without a meaningful sink, collections became cluttered, and duplicates felt like wasted rewards.
Swap intro screen
Swap filtering
Solution
Swap to unlock
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 doubles as a visual checklist, helping players track requirements and spot collection gaps.
“Jesper is one of those people who brings both brilliance and joy to every interaction. A phenomenal UX talent, his sense of users is spot-on, and he brings empathy, thoughtfulness, and a strong product perspective to every design conversation.”
— Karla Biukovic, Lead Product Manager
My time at Matchday has been intense and full of learning; about start-ups, about speed, and about building something new in a category I hadn’t worked in before.
It pushed me to adapt quickly and solve problems with incomplete data. These are skills I now carry forward with even more conviction.
I’ve learned that I can apply two decades of design experience to any product, at any stage and thrive.