Overview
Manchester City Football Club is an English football club based in Manchester, UK. They compete in the Premier League, the highest level of English football. The team was founded in 1880 and recently won the Premier League championship in 2018. In 2019, the club also won all four domestic trophies in England – an unprecedented achievement.
Despite being the first football membership to focus on digital channels, the Club’s fan platform “Cityzens” had a low engagement rate, especially with international supporters. Research led to the concept of a global fan platform that rewards fans’ loyalty while empowering them with a social tool to create and connect an active, global community. Method and GlobalLogic worked hand-in-hand to define, design, build and launch this vision in less than six months.
Our partnership resulted in an understanding of fan loyalty and engagement at a global level, reaching roughly 1 million fans in the first month in the market. Cityzens continues to be a key component for digital fan engagement for the club.
Despite being the first football membership to focus on digital channels, the Club’s fan platform “Cityzens” had a low engagement rate, especially with international supporters. Research led to the concept of a global fan platform that rewards fans’ loyalty while empowering them with a social tool to create and connect an active, global community. Method and GlobalLogic worked hand-in-hand to define, design, build and launch this vision in less than six months.
Our partnership resulted in an understanding of fan loyalty and engagement at a global level, reaching roughly 1 million fans in the first month in the market. Cityzens continues to be a key component for digital fan engagement for the club.
Offerings
Data Strategy
Experience Design
Product Design
Prototyping
Research & Insights
Software Engineering
Designing for a global fanbase
COMMUNITY FIRST
By taking a strategic, user-centered design approach from the start, we distilled the business’ objective into a clear value proposition for fans. Cityzens took the shape of a global fan platform that rewards fans’ loyalty while empowering them with a social tool to create and connect with an active, global community.
On the back end, Cityzens’ admin console provides Manchester City FC teams with tools to analyze engagement and behavioral analytics, empowering the club to continually optimize the experience for users – the first football club to do so.
On the back end, Cityzens’ admin console provides Manchester City FC teams with tools to analyze engagement and behavioral analytics, empowering the club to continually optimize the experience for users – the first football club to do so.