Ante Kristo
Product
Strategy
& Design
THE
FOOTBALL
CLUB
In 2023, my brother Josip Kristo and I, building on the success of Kickbase, the pioneering live-data fantasy manager game, ventured to merge this concept with cutting-edge technology, birthing a groundbreaking product.
The Football Club, an fantasy manager game based on apps and blockchain, introduced users to an Avatar, their digital identity, customizable with various items like (football / soccer) jerseys, pants, and sunglasses. These items, embedded with boosters for in-game advantages and based on NFT technology, were tradable on our bespoke marketplace.
Featuring officially licensed products from major clubs and leagues, the venture attracted a diverse €2.5m investment portfolio from industry giants like DreamCraft, DapperLabs, Joshua Kimmich, Cesc Fabregas etc.
ROLE
CEO
Co-Founder
Responsibilities
Product Vision
Corporate Strategy
Business Development
Brand / Marketing / Sales
Growth
Product and Design Strategy
Design Direction
Fundraising
The Team
5 Designer
15 Developer
5 Management
1 Sales
2 Finance
10 diverse operations
Challenges
Tackling the new blockchain technology posed significant technical challenges. Educating clubs about blockchain and NFTs made sales a tough task. Usability issues in blockchain, a high user inflow, and a complex game system required careful management.
Creating 3D items was technically demanding, and the unfamiliarity of blockchain among end consumers made them cautious.
Rapid development was essential due to strong market competition, requiring development across iOS, Android, web, and backend systems.
Strategy
Understanding blockchain's inherent usability challenges, we placed a laser focus on UX from the outset, meticulously refining every aspect of user interaction, from wallet creation and item trading to blockchain check-out processes and in-app purchases. Contrary to competitors selling visions, we built and launched an MVP first to fine-tune usability and familiarize users with the technology.
Our marketing strategy consciously omitted blockchain from communications, emphasizing tangible user benefits instead. Our development was incremental yet dynamic, driven by clear corporate objectives and a structured, transparent plan, ensuring every operation, from UX/UI to 3D item development and sales, ran like a well-oiled machine.
Solution
We created a Web3 product with a Web2 feel, radically simplifying complex blockchain user flows to provide a seamless and enjoyable experience. For instance, users could purchase NFTs in-app using Apple's payment services and we refined how and when wallets are integrated and set up, among other enhancements.
The design strategy was straightforward. To stand out from the competition and position ourselves as an innovative product, we aimed to develop a radically new design language that appeals to Gen Z. Drawing inspiration from the vibes of streetwear culture, our goal was to create a unique lifestyle product and brand.
Despite an unexpected end in April 2023 due to a major investor's last-minute withdrawal, the project's experience and lessons are invaluable, positively influencing future project.
Outcome
+Attracted 60,000 registered users in two years.
+Reached 20,000 MAUs.
+Secured a 40% 21-day retention rate.
+€1.6m in revenue within 10 months after launch.
+Achieved a 4.9-star rating in app stores.
