Tracking Football and Handball Clubs Sponsorship Value

User Insights & Market Analysis

Due to time constraints and resource limitations for conducting in depth research, we leveraged existing data insights from customers and performed competitive analysis of major sponsorships platforms in the market. Our research approach focused on identifying customer pain points through direct feedback and understanding the current product landscape. By analyzing what solutions already existed and mapping them against user frustrations, we built a foundation of insights that informed our design decisions and helped us identify opportunities for differentiation in the sponsorship management space.

Our clients expanded from Danish football and handball clubs to corporate partners.

Collaborative Concept Development

Leading cross-functional collaboration through regular sync sessions with developers to address technical constraints, working alongside the project manager to align design deliverables with sprint timelines, and partnering with data analysts to incorporate meaningful metrics and visualization best practices into the interface contributing as the UX communication bridge between technical and business stakeholders, translating complex requirements into intuitive design solutions.

Wireframing & UX Design

I analyzed and defined optimal content hierarchy, navigation patterns, and user flows that addressed business and user needs.

By creating low-fidelity sketches and wireframes on Miro I rapidly explored layout options and validated structural decisions. I created a short workshop with the team where I presented my ideas and then we all brainstormed and added new points. Here the backed developers challenged me with all kinds of scenarios and I shortly understood that I had to work on more user flows.

Brainstorming with the team on Miro board

During the early stages of the platform redesign, I developed one page high-fidelity prototype where we presented to some of our clients to test and get their initial feedback. We conducted formative usability testing to evaluate the new layout. We began each session by informing users that although the layout had changed, the core functionalities and key metrics they were familiar with remained the same.

Initially, we asked participants to interact with the prototype naturally, as they would with the existing version. This allowed us to observe their behavior in an open-ended, exploratory way without guiding them. We took detailed observational notes as they navigated the interface. Then I introduced them some task-based scenarios by asking them to locate specific information or complete targeted actions to evaluate task flow and discoverability.

High-fidelity prototype for the Overview page

After all the findings, I developed detailed interactive prototypes and component specifications, ensuring alignment through documented guidelines.

The sponsorship dashboard was designed to provide both a comprehensive overview of all partners and detailed insights for individual sponsors. In the “All Partners” view, users could see aggregated data across all sponsorships, including total value, exposure value, exposure value per sponsorship category, and overall audience reach. This high-level perspective equipped business stakeholders with the tools to evaluate the overall health and performance of their sponsorship portfolio, identify category trends, and benchmark results across partners using clear, data-driven visualizations.

All partners view

When a specific sponsor was selected, the dashboard dynamically updated to display only that sponsor's data. While the structure remained consistent with the all-partners view for familiarity, the figures shown were tailored to the individual partnership. In addition to refined exposure and engagement metrics, this view featured dedicated metric cards highlighting key performance indicators such as the number of played matches, TV viewership, social media engagements, live attendance, and demographics like age-based visits. This allowed sponsorship managers to confidently assess the effectiveness and ROI of each sponsorship, facilitating more strategic planning, reporting, and partner communication.

One partner view

Development & Documentation

Throughout the project, I created comprehensive documentation to ensure clarity and alignment across the entire development team. For backend tasks, I wrote detailed scenarios and described all functional logic directly in the corresponding Asana tasks, making them easily accessible to everyone involved at any time. For frontend work, I maintained documentation both within Asana and in our shared Figma files. This dual approach allowed developers to quickly reference specifications and design details exactly where they were already collaborating, streamlining implementation and reducing communication gaps.

Documentation examples

Testing

I played an active role in testing the application alongside the project manager, with both of us sharing responsibility for validating a wide range of user scenarios. We conducted tests across both in testing and QA environments to ensure all key functionalities worked as intended and that the user experience met our design and business expectations. This hands-on testing approach helped identify and resolve issues early, ensuring a smooth and reliable deployment to production.