The original designs of the RFL app were outdated and not available in Figma, which prompted us to replicate every live screen as a source of truth and establish a comprehensive design system. This was crucial for adapting the system to the RLWC 2021 branding and its app takeover.

The RFL team had already conducted research, providing user demographics and a product roadmap, which I supplemented with competitor analysis of other international sports tournament apps and websites. We aimed to cater to both casual and dedicated users, transforming the app into a one-stop hub for Rugby League fans in the UK.

A key challenge identified was poor user retention due to a complex onboarding process involving notifications, location services, and casting requests.

The primary issues were an inefficient onboarding process and outdated app design, leading to user churn. To solve this, the goal was to simplify onboarding and modernise the design to meet user expectations while integrating new data streams.

We focused on delivering a more engaging user experience by integrating rich data from providers like Opta and Fluid. Additionally, when the tournament was postponed for a year due to the pandemic, and teams from the southern hemisphere were unable to participate, we developed a dedicated RLWC 2021 section. This section kept users informed about the situation, provided details on tournament venues, and shared relevant updates, helping to maintain user engagement and gather valuable insights. The tournament delay also required adjusting project timelines and adding further complexity to project goals.