01
Growing ecosystem
More sports, formats, creators and content sources entered the product.
Case study 03
Sofascore · Feed
Sofascore Feed
Designing a personalisedsports discovery system.
I led the design of Sofascore Feed from beta through global rollout, partnering with Product and Engineering to evolve it into a main-navigation destination.
The challenge was to bring news, video, social content, match context and data-driven sports stories into one coherent experience without overwhelming the user.
Ownership
Feed structure, content formats and interactions
Delivery status
Shipped · Live on iOS and Android
Product evolution
Expanded from beta into Sofascore’s global main navigation
Personal relevanceContent discoveryData stories
- Role
- Product Designer
- Timeline
- 2025 - 2026
- Platforms
- iOS · Android
- Scope
- Feed system and evolution
The opportunity
The challenge was no longer creating more content.It was helping users understand what deserved their attention.
As Sofascore expanded its coverage of news, video, social content and data-driven stories, the volume of available content grew rapidly.
Feed created one destination where that content could be prioritised, personalised and presented in a way users could quickly understand.
02
Limited attention
Users needed to recognise relevance without opening every story.
03
Product opportunity
Sofascore could combine behavioural signals, regional context and proprietary sports data inside one discovery experience.
The product needed to transform a growing content supplyinto a clear and continuously relevant discovery experience.
Discovery model
Four signals shapedwhat users discovered.
Feed combined personal interest, collective momentum and local identity instead of relying on one generic recommendation stream.
As the amount of content increased, another question became equally important: how do we keep the Feed varied enough to remain interesting while users continue scrolling?
01
Personal relevance
For you
Content connected to the events, teams and players users follow, frequently view or interact with.
02
Collective momentum
Popular
Stories and events gaining attention across the user’s region created opportunities for discovery beyond existing interests.
03
Local identity
Country
Standout performances and stories connected to the user’s home country added another layer of personal relevance.
04
Feed rhythm
Content diversity
Recommendation rules helped separate similar or identical cards so the Feed did not become repetitive while scrolling.
Evolving model
Discovery changed as the product matured.
The global launch introduced For You, Popular and Country. The structure continued evolving as recommendation logic, content coverage and user needs developed over time.
The question was no longer only “What is relevant?”It was also “What should the user see next?”
The Feed in motion
One Feed, many reasons to stop and explore.
Feed needed to support very different content rhythms - from fast match updates and short clips to editorial stories and deep sports-data visualisations.
Each format needed enough identity to feel useful, while still belonging to one consistent discovery experience.
01/06
Personalised entry
Three paths into discovery.
For You, Popular and Country let users move between personal relevance, regional momentum and local context.
02/06
Match context
The event became a story.
Match and player formats brought timely context into the Feed before, during and after events, creating immediate paths back into the live sports experience.
03/06
Social storytelling
Richer formats still felt native.
Sofascore Spotlight brought social and editorial storytelling into the app while preserving the visual language and interaction rhythm of the Feed.
04/06
Video discovery
Different viewing habits, one system.
Videos for You, Clips You Might Like and Creator Spotlight supported both longer viewing sessions and lightweight short-form discovery.
05/06
Editorial discovery
News expanded what users could find.
Top News and interest-based stories introduced broader sports coverage without disconnecting it from the user's existing preferences.
06/06
Data as content
Sofascore data became the story.
Player performances, ratings, charts, maps and sport-specific insights transformed proprietary sports data into content users could immediately understand.
Swipe through experience
Key takeaway
Feed was not one repeated card. It was a system for many different reasons to stop, understand and continue exploring.
Content system
One Feed system,many ways to tell a sports story.
The guided experience shows the Feed from the user's perspective. Underneath it, the design challenge was creating a reusable framework capable of supporting very different kinds of sports content.
Match context, editorial stories, video and sport-specific data needed enough freedom to behave differently while still sharing a recognisable hierarchy and interaction rhythm.
System principle
Shared structure.Different content behaviours.
Common spacing, metadata, interaction patterns and visual hierarchy kept the Feed coherent. The story itself - imagery, video, event context or Sofascore data - created the variation.
01
Match & player context
Turn important match moments into reasons to return.
Some Feed formats were closely connected to the live sports experience. They surfaced timely moments before, during and after events and created immediate paths back into match and player context.
3 examples
0101 / 03
Confirmed lineups
A high-intent pre-match format that surfaced starting elevens as soon as they became available.
0202 / 03
Attack momentum
Match flow data transformed the balance of an event into a visual story that could be understood directly from the Feed.
0303 / 03
Perfect 10
A standout-performance format built around one of the strongest signals in Sofascore: the rare 10.0 rating.
Swipe through examples
02
Editorial & social
Expand discovery beyond scores and statistics.
Feed also became a place for broader sports storytelling. Editorial coverage, personalised news and branded social formats introduced different reasons to explore without leaving the Sofascore experience.
3 examples
0101 / 03
Top news
A clear editorial hierarchy combined a leading story with secondary news for lightweight browsing.
0202 / 03
Based on your interests
News recommendations connected broader editorial coverage with the teams, players and sports relevant to each user.
0303 / 03
Sofascore Spotlight
A more expressive branded format brought social-first storytelling and standout performances directly into the app.
Swipe through examples
03
Video & creators
Support different ways of consuming sports video.
Video required more than one template. The system needed to work for traditional clips, short-form discovery and creator-led content while preserving a familiar Feed rhythm.
3 examples
0101 / 03
Videos for you
Larger video cards supported longer-form viewing and prominent stories from teams, leagues and other sources.
0202 / 03
Clips you might like
A horizontal short-form rail created a faster, lighter video discovery pattern inside the same Feed.
0303 / 03
Creator Spotlight
Creator-led content expanded the experience beyond traditional sports media and introduced more personality-driven stories.
Swipe through examples
04
Data-driven stories
Turn Sofascore data itself into content.
Some of the most distinctive Feed formats came directly from Sofascore's sports data. Each sport required a different visual language, but the surrounding card system needed to remain coherent.
3 examples
0101 / 03
NBA shot chart
Detailed basketball event data became a self-contained visual story without requiring users to open the full match page first.
0202 / 03
NFL stat snapshot
A compact player summary surfaced the most meaningful American football statistics in an immediately readable format.
0303 / 03
Player heatmap
Positional data gave individual performances another visual dimension, turning player movement into a self-contained post-match insight.
Swipe through examples
The system did not make every story look the same.It made very different stories feel like they belonged in the same product.
Card evolution
Simplifying event cardswithout losing match context.
One recurring challenge was finding the right balance between visual richness and fast scanning. Event stack cards went through several iterations as we refined what deserved the most attention.
The direction gradually moved away from heavier custom treatments toward a calmer structure where the match itself could carry the story.
01
Early concept
More expressive, less focused.
The first direction explored a richer editorial treatment, combining the match result with supporting content, stronger visual styling and a prominent call to action.
Event stack card
Exploration
02
Refinement
A clearer recap structure.
The next iteration simplified the composition and made the match itself the primary story. Competition, result and status became easier to identify.
Event stack card
Iteration
03
Final direction
Current production
Faster to scan, easier to scale.
The production version reduced visual noise and focused the hierarchy on the match context users needed most while scrolling.
Event stack card
Production
Swipe through iterations
The design shift
Less visual weight.Faster understanding.
The goal was not to simplify the card for the sake of minimalism. It was to reduce everything that competed with the match itself, allowing users to recognise context and outcome faster while moving through the Feed.
Product evolution
Feed was nevera finished product.
The experience did not move from one completed concept directly into production. It developed through staged rollout, recommendation experiments and continuous iteration.
As the audience and amount of content grew, the same foundation had to support changing recommendation logic, new sports and increasingly diverse content formats.
Beta phase
Building the initial system
The first Feed structure and card models evolved through close collaboration with the Product Owner, design critique and implementation feedback.
December 2024
Expanding the first rollout
Feed became available to users with English as their app language, while recommendation sorting and regional-event logic started shaping discovery.
June 2025
Launching globally
Feed expanded to users worldwide and introduced distinct discovery paths around personal relevance, regional momentum and local context.
Ongoing
Continuing to evolve
Machine-learning testing, new content sources, additional sports and new card formats continue to shape the experience.
Making decisions
Evidence and judgementworked together.
I prepared selected card variants for testing and refined directions through behavioural signals, feedback and product discussions.
Not every decision produced a clear numerical winner. In those cases, the team still needed to make a deliberate product choice and continue learning from the result.
Behavioural signals
Usage patterns and selected tests helped identify where users responded more clearly to one direction.
Collaborative feedback
Product discussions, design critique and implementation feedback influenced hierarchy, card behaviour and visual treatment.
Product judgement
When data did not provide a conclusive answer, we made intentional decisions based on context, experience and what we believed created the stronger product.
Outcome
From an experimental Feedto a core discovery destination.
Feed grew from a staged rollout into a globally available product with a permanent place in Sofascore's main mobile navigation.
Just as importantly, the work established a flexible foundation that could continue evolving as content coverage, sports and recommendation logic expanded.
01
Global reach
From a limited rollout to users worldwide.
Feed progressed from an initial language-based rollout into a globally available product experience inside the Sofascore mobile apps.
02
Core destination
A permanent place in the main navigation.
Feed moved beyond an experimental surface and became one of the primary destinations users could access directly from the bottom navigation.
03
Scalable foundation
Built to keep evolving.
The system could continue absorbing new sports, content sources, card formats and recommendation approaches without rebuilding the experience from scratch.
The lasting outcome
Not a finished collection of cards.A system designed for change.
New formats could be added without losing the visual hierarchy, interaction patterns and product identity that made Feed feel coherent as one experience.
Reflection
What designing Feedtaught me.
Feed reinforced that designing discovery is less about finding one perfect interface and more about creating a system that can remain understandable while the product around it keeps changing.
01
System thinking
Design the system, not the individual card
The strongest solutions came from defining shared hierarchy and interaction patterns first, then giving each content format enough freedom to serve its own purpose.
02
Decision making
Evidence still needs judgement
Behavioural signals and testing improved decisions, but product context, design critique and experience still mattered when the data did not provide a clear answer.
03
Continuous change
Discovery products are never really finished
New sports, sources, formats and recommendation models continuously changed the problem. The design needed to support evolution rather than optimise for one final state.
Personalisation is not only about ranking the right content.It is about making its relevance immediately understandable.