Product People Increased Monthly Active Users by ~67% and Doubled the Daily Page Views for OneFootball

The Client: OneFootball

OneFootball is a Germany-based media company focusing on content related to football. Founded in 2008, its mission revolves around bringing fans closer to football and football closer to fans.

According to Crunchbase, OneFootball has raised a total of $442m in funding in over 6 rounds, with their most recent round being a Series D worth $300m led by Liberty City Ventures (and other investors).

With 100m+ fans worldwide, 300+ content creators, 130+ club partnerships, and 120+ partnered publishers, OneFootball continue to grow towards its vision of becoming the ultimate football platform offering world-class content to its fans globally.

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The Mission: Interim Product Manager

We joined the Growth Tribe to serve as Interim Product Managers within the Consumer Website squad, which was already well functioning with several Engineers, an Engineering Manager, and a UI/UX Designer. A Product Management role was already vacant for a few months when Product People came in support Ad Interim.

Our goal was to support the squad in realigning their priorities towards the tribe’s objectives and the greater company goals and vision in order to enable product-led growth.

The Growth Tribe’s key objective was to deeply understand each fan on our platform in order to serve them with the best-in-class, relevant, and exciting experiences making them come back for more.

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How We Helped

Discovering The Problem

We understood that acquisition was not a problem on the Consumer Website. Fans were visiting the website through different channels and were viewing content. However, due to the lack of a medium to activate these users and personalize their experience, we faced a problem retaining these fans.

We conducted around 3 discovery workshops with the internal stakeholders and agreed that in order to build a strategy around product-led growth, it was imperative that we implement a foundation for growth on our platform. As a result, we agreed to work on the following features in the coming cycles:‍

• ‍User Registration & Profile - nudging our fans to sign up, thereby converting them into identified users to be able to personalize their experience.‍
• Personalization - designing a more personalized experience by enabling our fans to follow teams, competitions, and players as opposed to viewing generic football content.

Our hypothesis was that if we could convert our fans to identified users by activating them through creating an account on our platform, we would be able to provide them with a more personalized experience, thereby increasing satisfaction and retention.

This direction aligned with our tribe’s objective and served as the foundational feature required on the website to enable the growth of our fan base. 🚀

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Registration & Profile - Implementation

• We started with the initial discovery to prepare the requirements, user journey, and wireframes with our squad. This involved analyzing the existing implementation of the Mobile App and the APIs required to support our development. Moreover, we spoke with stakeholders involved to cover all aspects of our implementation strategy from Data & Insights for reporting, Legal for updating the required documentation, and Customer Support to align on any challenges our fans may run into when the feature is live.
• From a delivery perspective, we worked within our squad to prepare a phased approach to implement the feature. We conducted 3 technical workshops to break down the feature to build it incrementally. Once aligned, we defined the user stories and kicked off development within our 2-week sprint cycles.
• We prepared a comprehensive testing plan that covered multiple use cases through different platforms, languages, and other scenarios. Once we close to our release date, we circled back with the other departments to gather the translated texts to deliver the feature using the 7 languages the website offers, prepare a dashboard to report the number of registered users internally and to measure success, prepare the documentation for our Customer Support representatives to assist our fans should they encounter any problems.

And with that, we launched the features on the Consumer Website 🚀

Within under five months, we saw an organic increase in registered fans (6-digit, xxx.xxx), with over 50% of them giving us consent to reach out to them with marketing communications.

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Other Mini-Missions: Our Side Quests

As Interim Product Managers, we supported the OneFootball Consumer Web squad with multiple other initiatives:

• We helped with the launch of other features such as Match Highlights, Improved Search Page, Player Pages, and other minor ones that helped us provide our fans with a more wholesome football experience.
• We worked on identifying areas of the website that could be monetized and worked with the relevant squads to enable revenue-generating features such as paid matches and ads.
• We conducted in-depth competitor research by studying the strengths, weaknesses, opportunities, and threats of around ~5-7 competitors in the industry. The insights were used to revisit the product strategy and long-term vision.
• We supported the procurement and integration of an A/B testing tool that would reimagine our approach to running experiments and allow us to become more data-driven in our decisions and strategies.

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Delivered Outcomes

💡 Increased monthly active users by ~67%, up to 6-digits (xxx.xxx) and doubled daily page views (initially 5-digit, xx.xxx).

💡 Improved squad efficiency and morale by refocusing our initiatives and tying them to the   Objectives & Key Results of the tribe.

💡 The Discovery & Delivery of the Registration, Profile, and Personalization feature directly contributed to our tribe’s objective and set the foundation for providing a more personalized, delightful fan-centric experience on the website.