First step on the path to
digital transformation.
Typology
Industry
Sports
Year
2025
Services
UX/UI Design, Product Strategy, Front-end, Back-end
Background
FC Porto is one of Europe’s most historic and decorated football clubs, with a global fanbase spanning generations. With 7 international titles, including 2 UEFA Champions League trophies and 79 domestic titles, the club’s identity is built on ambition, resilience, and high performance.
Challenge
As part of its digital evolution, FC Porto set out to elevate its membership experience and build a trusted foundation for long-term engagement. The club’s priority was to develop a scalable, future-proof platform capable of supporting its long-term digital vision while handling regulatory requirements, operational complexity, and a highly diverse fanbase.
From newborn registrations to lifelong supporters, the journey had to be seamless, secure, and trustworthy, while honoring the heritage and ambition of the club itself.
Shaping the Experience
Membership is one of the club’s most meaningful touchpoints. Being an FC Porto “sócio” is a statement of identity, a way of standing behind the club as both part-owner and active participant in its legacy.
We structured the journey into a clear, step-based flow designed around real behavior and mobile-first usage patterns. While business rules and validation processes are managed behind the scenes, the user experience remains simple, intuitive, and focused.
Each stage builds clarity and confidence, guiding supporters through the process without friction while preserving the authority of the institution.
The landing experience reinforces this structure, balancing heritage and performance with direct and confident paths to conversion.
A system built to scale
Beyond the membership flow, the project established a scalable foundation for FC Porto’s broader digital ecosystem. A design system defined principles for consistency across typography, layout, components, and interaction as new platforms emerge.
Developed in close collaboration with the club’s team, the system introduced a more structured and connected approach to digital development.
The result
This project marked a shift in how FC Porto approaches digital products, moving from isolated solutions to long-term systems and setting new internal standards for scalability and quality.
Within the first 24 hours, the platform generated 1,000 new or returning members while supporting more than 12,000 simultaneous visits. It went on to reach over one million unique supporters worldwide within six months.
Unique supporters reached worldwide in 6 months.
New or returning members in the first 6 months.
Months until the project achieved full return on investment.
Recognized by FC Porto with a “Dragão de Ouro” award for its business impact, it stands as a foundation built to serve thousands of supporters for years to come.