Olympique de Marseille
A legendary club in full digital transformation
year
2023
timeframe
1.5 year
tools
Figma
category
Strategic Design
View it Live
Football clubs don't have customers. They have believers.
People whose emotional investment in a club runs deeper than any product loyalty a brand could dream of building. That's an extraordinary asset — and one that most clubs consistently underuse.
Olympique de Marseille had one of the most passionate fan bases in Europe. A history. An identity. A word that means something beyond sport. What it didn't have was a digital infrastructure capable of turning that passion into a relationship that existed outside the stadium, outside matchday, outside the ninety minutes.
The brief was strategic as much as it was design : stop selling match tickets and start building OM Nation — a fan ecosystem that lives 24/7, wherever the fan is.
As Lead Designer, I worked across two major deliverables over eighteen months. A completely redesigned website structured around fan profiles and the full range of club experiences — hospitality, tours, events, membership. And a mobile application built not as a replica of the site, but as a genuine matchday and everyday companion : live predictions, polls, gamification, exclusive content. A platform designed to make every fan feel closer to the club, with or without a seat in the Vélodrome.
From matchday to everyday
The hardest shift in sports digital isn't technical. It's conceptual.
For decades, a football club's relationship with its fans was episodic — built around fixtures, punctuated by seasons. Digital made a different model possible : a continuous relationship, fed by content, interaction and personalisation, that keeps the emotional connection alive between games.
The new OM platform was designed around this logic. The site reorganised the club's entire commercial offer — Vivre l'OM, OM Hospitalités, OM Tour, OM Events — into coherent journeys built around what different fans actually come looking for. The OM Prime loyalty programme added a layer of exclusivity : early ticket access, behind-the-scenes content, benefits that made being a member feel like it meant something.
The omnichannel ambition went further. Stadium, shop, club partners — all mapped into a single understanding of the fan journey, giving the club the data to stop guessing what its audience needed.
24/7
fan engagement vs. matchday-only model
3
omnichannel touchpoints unified — stadium, shop, partners
+45%
app engagement during live matches
+60%
conversion on hospitality and premium experiences
An app built for the moment
The mobile application was the second and more complex challenge.
Most sports apps make the same mistake : they mirror the website on a smaller screen and call it done. The OM app was designed around a different question — what does a fan actually want in their hand during a match, and what keeps them coming back on a Tuesday afternoon in February ?
The answer was a gamification and animation layer built around real-time interaction : live predictions, polls, exclusive video drops. Mechanics that reward attention and create a reason to open the app beyond checking the fixture list. In 2020, the Vélodrome came to every fan's pocket — with or without a ticket.
Olympique de Marseille
A legendary club in full digital transformation
year
2023
timeframe
1.5 year
tools
Figma
category
Strategic Design
View it Live
Football clubs don't have customers. They have believers.
People whose emotional investment in a club runs deeper than any product loyalty a brand could dream of building. That's an extraordinary asset — and one that most clubs consistently underuse.
Olympique de Marseille had one of the most passionate fan bases in Europe. A history. An identity. A word that means something beyond sport. What it didn't have was a digital infrastructure capable of turning that passion into a relationship that existed outside the stadium, outside matchday, outside the ninety minutes.
The brief was strategic as much as it was design : stop selling match tickets and start building OM Nation — a fan ecosystem that lives 24/7, wherever the fan is.
As Lead Designer, I worked across two major deliverables over eighteen months. A completely redesigned website structured around fan profiles and the full range of club experiences — hospitality, tours, events, membership. And a mobile application built not as a replica of the site, but as a genuine matchday and everyday companion : live predictions, polls, gamification, exclusive content. A platform designed to make every fan feel closer to the club, with or without a seat in the Vélodrome.
From matchday to everyday
The hardest shift in sports digital isn't technical. It's conceptual.
For decades, a football club's relationship with its fans was episodic — built around fixtures, punctuated by seasons. Digital made a different model possible : a continuous relationship, fed by content, interaction and personalisation, that keeps the emotional connection alive between games.
The new OM platform was designed around this logic. The site reorganised the club's entire commercial offer — Vivre l'OM, OM Hospitalités, OM Tour, OM Events — into coherent journeys built around what different fans actually come looking for. The OM Prime loyalty programme added a layer of exclusivity : early ticket access, behind-the-scenes content, benefits that made being a member feel like it meant something.
The omnichannel ambition went further. Stadium, shop, club partners — all mapped into a single understanding of the fan journey, giving the club the data to stop guessing what its audience needed.
24/7
fan engagement vs. matchday-only model
3
omnichannel touchpoints unified — stadium, shop, partners
+45%
app engagement during live matches
+60%
conversion on hospitality and premium experiences
An app built for the moment
The mobile application was the second and more complex challenge.
Most sports apps make the same mistake : they mirror the website on a smaller screen and call it done. The OM app was designed around a different question — what does a fan actually want in their hand during a match, and what keeps them coming back on a Tuesday afternoon in February ?
The answer was a gamification and animation layer built around real-time interaction : live predictions, polls, exclusive video drops. Mechanics that reward attention and create a reason to open the app beyond checking the fixture list. In 2020, the Vélodrome came to every fan's pocket — with or without a ticket.
Olympique de Marseille
A legendary club in full digital transformation
year
2023
timeframe
1.5 year
tools
Figma
category
Strategic Design
View it Live
Football clubs don't have customers. They have believers.
People whose emotional investment in a club runs deeper than any product loyalty a brand could dream of building. That's an extraordinary asset — and one that most clubs consistently underuse.
Olympique de Marseille had one of the most passionate fan bases in Europe. A history. An identity. A word that means something beyond sport. What it didn't have was a digital infrastructure capable of turning that passion into a relationship that existed outside the stadium, outside matchday, outside the ninety minutes.
The brief was strategic as much as it was design : stop selling match tickets and start building OM Nation — a fan ecosystem that lives 24/7, wherever the fan is.
As Lead Designer, I worked across two major deliverables over eighteen months. A completely redesigned website structured around fan profiles and the full range of club experiences — hospitality, tours, events, membership. And a mobile application built not as a replica of the site, but as a genuine matchday and everyday companion : live predictions, polls, gamification, exclusive content. A platform designed to make every fan feel closer to the club, with or without a seat in the Vélodrome.
From matchday to everyday
The hardest shift in sports digital isn't technical. It's conceptual.
For decades, a football club's relationship with its fans was episodic — built around fixtures, punctuated by seasons. Digital made a different model possible : a continuous relationship, fed by content, interaction and personalisation, that keeps the emotional connection alive between games.
The new OM platform was designed around this logic. The site reorganised the club's entire commercial offer — Vivre l'OM, OM Hospitalités, OM Tour, OM Events — into coherent journeys built around what different fans actually come looking for. The OM Prime loyalty programme added a layer of exclusivity : early ticket access, behind-the-scenes content, benefits that made being a member feel like it meant something.
The omnichannel ambition went further. Stadium, shop, club partners — all mapped into a single understanding of the fan journey, giving the club the data to stop guessing what its audience needed.
24/7
fan engagement vs. matchday-only model
3
omnichannel touchpoints unified — stadium, shop, partners
+45%
app engagement during live matches
+60%
conversion on hospitality and premium experiences
An app built for the moment
The mobile application was the second and more complex challenge.
Most sports apps make the same mistake : they mirror the website on a smaller screen and call it done. The OM app was designed around a different question — what does a fan actually want in their hand during a match, and what keeps them coming back on a Tuesday afternoon in February ?
The answer was a gamification and animation layer built around real-time interaction : live predictions, polls, exclusive video drops. Mechanics that reward attention and create a reason to open the app beyond checking the fixture list. In 2020, the Vélodrome came to every fan's pocket — with or without a ticket.