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Resume

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Resume

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Resume

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Resume

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Resume

US SOCCER FEDERATION | WORLD CUP

US SOCCER FEDERATION | WORLD CUP

US SOCCER FEDERATION | WORLD CUP

COMPANY

US Soccer Federation

US Soccer Federation

US Soccer Federation

ROLE

UX Researcher

UX Researcher

UX Researcher

EXPERTISE

UX/UI

UX/UI

UX/UI

YEAR

2025

2025

2025

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01. Project Description

At the Georgia Tech MSHCI program, my team and I are partnering with the US Soccer Federation for our Design Foundations class. With the World Cup coming to the United States in 2026, the US Soccer Federation is looking for ways to better engage and educate Americans about the sport of soccer.


During the course of this project, I conducted 2 observation studies and 3 user interviews to gain further insight into the behaviors and game day routines of fans. One of the interviews that I conducted was with a "Subject-Matter Expert" who walked through her digital designs to engage fans prior to Atlanta United matches.

At the Georgia Tech MSHCI program, my team and I are partnering with the US Soccer Federation for our Design Foundations class. With the World Cup coming to the United States in 2026, the US Soccer Federation is looking for ways to better engage and educate Americans about the sport of soccer.


During the course of this project, I conducted 2 observation studies and 3 user interviews to gain further insight into the behaviors and game day routines of fans. One of the interviews that I conducted was with a "Subject-Matter Expert" who walked through her digital designs to engage fans prior to Atlanta United matches.

At the Georgia Tech MSHCI program, my team and I are partnering with the US Soccer Federation for our Design Foundations class. With the World Cup coming to the United States in 2026, the US Soccer Federation is looking for ways to better engage and educate Americans about the sport of soccer.


During the course of this project, I conducted 2 observation studies and 3 user interviews to gain further insight into the behaviors and game day routines of fans. One of the interviews that I conducted was with a "Subject-Matter Expert" who walked through her digital designs to engage fans prior to Atlanta United matches.

Methods I Used

Methods I Used

Methods I Used

01.

Literature Review

01.

Literature Review

The process of conducting literature reviews was extremely insightful on the current data that is available about the soccer fan experience in the United States. That being said, I think that there is so much literature that is available, that at times it felt cumbersome and exhaustive to filter through so much literature without gaining any meaningful data in return.

02.

Observational Study

02.

Observational Study

02.

Observational Study

For me, the hardest part of conducting observational studies was knowing which actions and activities important or relevant and which actions were not. Furthermore, it was tough for me to not take observational notes in a non-awkward way especially because of the fact that during one of the observational studies, one of the people that we talked with wanted to view my field notes.

03.

Semi-structured Interviews

03.

Semi-structured Interviews

03.

Semi-structured

Interviews

I felt like the process of conducting semi-structured interviews was helpful with the interview guide that my team and I created. That being said, there were times where I wanted to redirect the conversation, but I was afraid to offend the interviewee. Additionally, towards the end of the every interview, I definitely could feel the mental fatigue during the interview where it was a struggle for me to continue and complete the conversation.

02. Stakeholder + Affinity Mapping

Key Findings

Key Findings

Key Findings

  1. Fans have preestablished behaviors for how they prepare and watch soccer matches

  2. Soccer is a way for fans to connect with other people and create a sense of community

  3. In the United States, soccer is a more commercialized sport compared to international soccer

  4. There are many stakeholders that influence the soccer experience; however the soccer fans and the US soccer Federation are the most important for our project

  1. Fans have preestablished behaviors for how they prepare and watch soccer matches

  2. Soccer is a way for fans to connect with other people and create a sense of community

  3. In the United States, soccer is a more commercialized sport compared to international soccer

  4. There are many stakeholders that influence the soccer experience; however the soccer fans and the US soccer Federation are the most important for our project

  1. Fans have preestablished behaviors for how they prepare and watch soccer matches

  2. Soccer is a way for fans to connect with other people and create a sense of community

  3. In the United States, soccer is a more commercialized sport compared to international soccer

  4. There are many stakeholders that influence the soccer experience; however the soccer fans and the US soccer Federation are the most important for our project

03. Observational Studies

03. Observational Studies

03. Observational Studies

I conducted 2 separate observational sessions to observe soccer fan behavior and 1 adjacent sports fan behavior (football) to observe football fan behavior. These findings will be our reference points to guide our design decisions for our final product.

I conducted 2 separate observational sessions to observe soccer fan behavior and 1 adjacent sports fan behavior (football) to observe football fan behavior. These findings will be our reference points to guide our design decisions for our final product.

I conducted 2 separate observational sessions to observe soccer fan behavior and 1 adjacent sports fan behavior (football) to observe football fan behavior. These findings will be our reference points to guide our design decisions for our final product.

Key Findings

Key Findings

Key Findings

  1. Fans look for community when they watch and attend matches

  2. Watching games involves adequate preparation including where to watch the match and what food should be prepared

  3. The cultural and familial backgrounds and traditions heavily influence fans watch behaviors

  4. Soccer connects fans with each other and with the community

  1. Fans look for community when they watch and attend matches

  2. Watching games involves adequate preparation including where to watch the match and what food should be prepared

  3. The cultural and familial backgrounds and traditions heavily influence fans watch behaviors

  4. Soccer connects fans with each other and with the community

  1. Fans look for community when they watch and attend matches

  2. Watching games involves adequate preparation including where to watch the match and what food should be prepared

  3. The cultural and familial backgrounds and traditions heavily influence fans watch behaviors

  4. Soccer connects fans with each other and with the community

04. User Interviews

04. User Interviews

I conducted 4 semi-structured interviews in total, 3 with soccer fans and 1 with a UX designer for AMB Sports + Entertainment (a fan experience and technology company for the Atlanta Falcons, Atlanta United, and Mercedes-Benz Stadium)

I conducted 4 semi-structured interviews in total, 3 with soccer fans and 1 with a UX designer for AMB Sports + Entertainment (a fan experience and technology company for the Atlanta Falcons, Atlanta United, and Mercedes-Benz Stadium)

05. Lessons Learned

05. Lessons Learned

05. Lessons Learned

  1. While conducting user interviews, it is important to guide the conversation but to be prepared to steer back the conversation around the interview topic and questions.

  2. Practice, practice, practice. Talking with other people in the style of an interview comes unnaturally for most people. The best way to practice the style of interviewing is just by practice.

  3. Be attentive, interested, and open to learn. During our sessions, I observed and engaged with fans at 3 different locations. Even when the matches were playing, most fans were eager and interested to teach me about soccer rules and strategies as well as their game day routine when watching soccer matches.

  1. While conducting user interviews, it is important to guide the conversation but to be prepared to steer back the conversation around the interview topic and questions.

  2. Practice, practice, practice. Talking with other people in the style of an interview comes unnaturally for most people. The best way to practice the style of interviewing is just by practice.

  3. Be attentive, interested, and open to learn. During our sessions, I observed and engaged with fans at 3 different locations. Even when the matches were playing, most fans were eager and interested to teach me about soccer rules and strategies as well as their game day routine when watching soccer matches.

  1. While conducting user interviews, it is important to guide the conversation but to be prepared to steer back the conversation around the interview topic and questions.

  2. Practice, practice, practice. Talking with other people in the style of an interview comes unnaturally for most people. The best way to practice the style of interviewing is just by practice.

  3. Be attentive, interested, and open to learn. During our sessions, I observed and engaged with fans at 3 different locations. Even when the matches were playing, most fans were eager and interested to teach me about soccer rules and strategies as well as their game day routine when watching soccer matches.

User Interviews

I conducted 4 semi-structured interviews in total, 3 with soccer fans and 1 with a UX designer for AMB Sports + Entertainment (a fan experience and technology company for the Atlanta Falcons, Atlanta United, and Mercedes-Benz Stadium)

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