Redesigning the User Experience of the Online Football Game “Cluby”

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The complete UX/UI redesign of the online football game Cluby was one of the most comprehensive projects I have worked on — a competitive online football platform where users face other real players on a daily basis and manage their own virtual football teams. In this project, more than 100 dedicated screens were designed and rebuilt, covering a wide range of features including team management, lineup configuration, player transfers, stadium upgrades, coach systems, performance analytics, and in-game social interactions. My focus in this redesign went far beyond visual aesthetics. I implemented a fully data-driven design approach, built on structured user research and behavioral analysis. The process included:

  • Analyzing user behavior through click patterns, exit rates, session duration, and scenario completion rates
  • Conducting more than 20 in-depth user interviews with active and semi-active users
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Identifying key friction points in critical user journeys such as:

  • Player purchases
  • Pre-match lineup creation
  • Social feature interactions
  • Designing and testing multiple alternative user flows to deliver smoother and more intuitive experiences
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From a structural and system level, this project involved:

  • Designing over 35 distinct user flows
  • Building more than 250 UI components as part of a scalable design system
  • Defining over 500 interaction states and micro-interactions across buttons, cards, screens, and modal experiences
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One of the most complex parts of the project was the redesign of the game’s social ecosystem, including in-game chat, clan systems, invitations, role management, and group interactions. The main focus in this area was to strengthen users’ sense of belonging and long-term engagement.

The results of this redesign included measurable product improvements:

  • A 40% reduction in the average time to complete core user tasks
  • A 65% increase in key flow completion rates
  • A significant improvement in user satisfaction based on qualitative testing

All design decisions throughout the project were rooted in user research, usability testing, data analysis, and iterative feedback cycles, resulting in a scalable, intuitive, and engaging experience for both new and experienced players.

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