In 2025, Feyenoord is rapidly evolving as organisation and brand. In between important matches, Feyenoords marketing teams are sprinting in all directions to optimise their digital landscape. But with so much going on, the need for a shared direction and vision became more and more clear.
Together with the Feyenoord team, we ran two different vision projects. One for their mobile app, and one for the supporter's ticketing journey. Both aimed at better fulfilling user needs while also progressing towards the long-term ambition of Feyenoord as an organisation.
Good visions start with good data. During the research phase I was both responsible and heavily involved in various types of research, including stakeholder interviews, forum- and social mining, user interviews and more. After analysing everything we dug up, we translated our information into insights to serve as the foundation for our vision.
Time to find the sweet spot between organisational ambitions, unmet user needs and other real-world criteria. In this phase I collaborated closely with a strategist and the Feyenoord team to define a story around the factors that we consider essential for a succesful future.
When vision and strategy were defined, I brought them to life by writing narratives for several persona's from the target audience. What does their new future look like? How are we solving their pains and fears, and how do we meet their dreams?
Once the stories resonate, we make them tangible. With high fidelity, yet conceptual designs, we truly visualise the steps to success that our audience will be taking.
How are our new ideas perceived by our actual target audience? I helped set up research plans, and built several clickable prototypes in Figma to be used in the test.
