Futee
A matchmaking platform for people who play football for the love of it.
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Taps from open to confirmed game
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Screens, web & iOS
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Audiences, one funnel
The product, end to end.
Summary
Futee is an all-in-one platform for finding, creating and joining football games in Bangkok. I ran the research, designed the product, and built the visual identity across a web platform and an iOS app.
The whole thing is built for two people who never speak to each other: the person creating a game, and the person looking for one. Every screen has to serve both without either noticing the other's needs.
The problem
Football is a community sport played by people with no way of finding each other.
Once players leave school or university, the pickup game goes with them. Organising one means a group chat, a pitch nobody has vouched for, and a squad of strangers whose skill level you discover at kickoff.
Futee's stakeholders wanted one place to solve all three — venue, squad, and standard — without turning the app into a booking system.
Target users
Desk research, a questionnaire, and calls with stakeholders in Thailand and regular players in Bangkok produced two personas — and they fail in different places. The creator dips at venue selection, with no way to judge a pitch. The player dips waiting to hear back, with no signal that an application went anywhere.
One screen, no navigating to compare.
Insights
Every finding was inverted into a feature, one at a time. "Finding a good game is a coin flip" became ratings visible before you apply. "I don't know if I'm in" became a squad list that fills in front of you.
Nothing entered the product that couldn't be traced back to a quote. It also meant the one place research contradicted the brief — create-then-fill, rather than fill-then-create — was an easy argument to win.
Journey map
Problems, inverted
Information architecture
The solution
A date, a pitch, three taps.
Onboarding collects only what changes the match — position, preferred foot, availability — and defers the rest. Matchmaking puts the date strip, the venue and every open game on one screen, so a player never has to navigate in order to compare.
Yellow has exactly one job in the system: it marks the thing you are being asked to decide. Everything else is black, white, and the photograph of the pitch.
