Client

Global Rugby Organisation

Deliverables

Concepts, testing

Role

Interaction Designer

The Challenge

While working with a global rugby organization, we saw an opportunity to push beyond the brief – to reimagine what fan engagement could look like in the modern era. We weren’t asked to deliver this work, but we believed in the potential of fan-led innovation and created five original concepts to explore what the future could hold.

Value Delivered

What started as a self-initiated exploration has since evolved into something much bigger. We tested the concepts with rugby fans around the world, and one of them – Train Like a Pro – was later adopted by a national Ministry of Sport. It's now being developed more broadly to drive participation across all sports, not just rugby. The work shifted thinking inside both organizations and showed how much untapped fan power there really is.

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Background

Our team kicked things off with a high-energy ideation session, where we challenged each other to push beyond conventional thinking. From that session, we developed five distinct fan engagement concepts – each exploring a different way to connect fans with the sport.All five were brought to life as app-based experiences, each with 4–5 key screens to communicate the core idea. I led the UI design across the concepts and co-facilitated testing to validate their potential.We tested desirability, comprehension, and likelihood to use through online interviews with fans across the world – ensuring the ideas resonated across different ages, cultures, and contexts.

Phases and toolkit items used

Solution

We presented five fan engagement concepts to the rugby organization and later to the Ministry of Sport. Each was designed to activate different facets of fan passion – from learning and competing to connecting and creating. One concept – Train Like a Pro – stood out. It is now being developed as part of a national effort to engage more people in sport.

We reimagined what fandom could feel like - five bold concepts, tested across borders, now going beyond rugby.