Designing engagement systems for global fans
0 to 1 design of the Atlassian Williams Racing F1 teamโs web and mobile platform
PRODUCT DESIGN
LAUNCHED
MY ROLE
Product Designer
TEAM
5 Designers, 4 Product Managers, 8 Developers
SKILLS
Responsive Product Design, Interaction Design, Prototyping, Visual Design, Usability Testing, Cross-functional Collaboration, Stakeholder Communication
Live Site
OVERVIEW
Opportunity
How can we evolve the app from a static hub into a dynamic, race-day essential for fans?
Due to confidentiality, detailed research insights and internal documents are not shown.
PROBLEM
The Atlassian Williams F1 Team already had an app, but it lacked the depth and immediacy to support their growing, global fan base.
Through strategic alignment with the team and product
stakeholders, three core challenges became clear:
Underutilized Platform
Underutilized Platform
Fans werenโt returning regularly to the mobile app. There was no incentive nor a compelling hook beyond static content and merch.
Missing Real-Time Value
Missing Real-Time Value
The app didnโt offer centralized, live race-day data or timely updates; limited its relevance during the most important moments.
Unrealized Loyalty Potential
Unrealized Loyalty Potential
There was no structured system to reward engagement or reinforce the fanโs emotional connection to the teamโs identity and legacy.
SOLUTION
We set out to transform the app into a responsive yet mobile-first, fan-first experience delivering real-time value, strengthening team connection, and building long-term loyalty. Our approach focused on:
Loyalty as the Core Experience
Introduce WClub: a structured loyalty dashboard with rewards, badge progression, and fan identity at the center, motivating repeat engagement and creating a sense of belonging.
Unified Brand & Platform
Refresh the visual system to reflect the team's new and modernized identity while consolidating ecommerce, news, and team updatesโall within the appโeliminating the need to redirect fans elsewhere.
In-the-Moment Race Features
Design mobile-native, context-aware tools like a horizontally scrollable race schedule, real-time content modules, and a fast, streamlined video experience inspired by platforms like ESPN.
Scalable Fan Engagement
Create space for partner integrations, merch tie-ins, and future monetization opportunities while keeping fans at the center of the experience.
AT A GLANCE
LAUNCH
Driver Card Customization
Fans can personalize their profile by selecting their helmet, background, and numbers, building a stronger emotional connection within the app.
Teasing to interact
Locked badges and call-to-actions invite fans to sign up, creating intrigue and motivating first-time engagement through visual exclusivity.
Badge Collection Animation
A celebratory animation rewards users when they earn a badge, instantly storing it in their dashboard to reinforce progress and loyalty.
Points Education
A simple, in-app guide explains how fans can earn points and turns passive users into active participants with clear goals.
Race Result Standings
A global leaderboard, letting fans see how the team and drivers are doing throughout the season.
New Car Launch Interaction
An immersive scroll-driven page introduces the latest Williams FW48 livery.
Designing engagement systems for global fans
0 to 1 design of the Atlassian Williams Racing F1 teamโs web and mobile platform
PRODUCT DESIGN
LAUNCHED
MY ROLE
Product Designer
TEAM
Niko Dahilig
Catalina Florea
Aye Pyae
Philip
Jenna Bresnahan
SKILLS
Responsive Product Design, Interaction Design, Prototyping, UX Research, Visual Design, Usability Testing, Cross-functional Collaboration, Stakeholder Communication
TIMELINE
Sep 2025 - Present
OVERVIEW
Opportunity
How can we evolve the app from a static hub into a dynamic, race-day essential for fans?
Due to confidentiality, detailed research insights and internal documents are not shown.
PROBLEM
The Atlassian Williams F1 Team already had an app, but it lacked the depth and immediacy to support their growing, global fan base.
Through strategic alignment with the team and product stakeholders, three core challenges became clear:
Underutilized Platform
Fans werenโt returning regularly to the mobile app. There was no incentive nor a compelling hook beyond static content and merch.
Missing Real-Time Value
The app didnโt offer centralized, live race-day data or timely updates; limited its relevance during the most important moments.
Unrealized Loyalty Potential
There was no structured system to reward engagement or reinforce the fanโs emotional connection to the teamโs identity and legacy.
SOLUTION
We set out to transform the app into a responsive yet mobile-first, fan-first experience delivering real-time value, strengthening team connection, and building long-term loyalty. Our approach focused on:
Loyalty as the Core Experience
Introduce WClub: a structured loyalty dashboard with rewards, badge progression, and fan identity at the center, motivating repeat engagement and creating a sense of belonging.
In-the-Moment Race Features
Design mobile-native, context-aware tools like a horizontally scrollable race schedule, real-time content modules, and a fast, streamlined video experience inspired by platforms like ESPN.
Unified Brand & Platform
Refresh the visual system to reflect the team's new and modernized identity while consolidating ecommerce, news, and team updatesโall within the appโeliminating the need to redirect fans elsewhere.
Scalable Fan Engagement
Create space for partner integrations, merch tie-ins, and future monetization opportunities while keeping fans at the center of the experience.
AT A GLANCE
LAUNCH
Driver Card Customization
Fans can personalize their profile by selecting their helmet, background, and numbers, building a stronger emotional connection within the app.
Teasing to interact
Locked badges and call-to-actions invite fans to sign up, creating intrigue and motivating first-time engagement through visual exclusivity.
Badge Collection Animation
A celebratory animation rewards users when they earn a badge, instantly storing it in their dashboard to reinforce progress and loyalty.
Points Education
A simple, in-app guide explains how fans can earn points and turns passive users into active participants with clear goals.
Race Result Standings
A global leaderboard, letting fans see how the team and drivers are doing throughout the season.
New Car Launch Interaction
An immersive scroll-driven page introduces the latest Williams FW48 livery.
Designing engagement systems for global fans
0 to 1 design of the Atlassian Williams Racing F1 teamโs web and mobile platform
PRODUCT DESIGN
LAUNCHED
MY ROLE
Product Designer
TEAM
Niko Dahilig
Catalina Florea
Aye Pyae
Philip
Jenna Bresnahan
SKILLS
Responsive Product Design, Interaction Design, Prototyping, UX Research, Visual Design, Usability Testing, Cross-functional Collaboration, Stakeholder Communication
TIMELINE
Sep 2025 - Present
OVERVIEW
Opportunity
How can we evolve the app from a static hub into a dynamic, race-day essential for fans?
Due to confidentiality, detailed research insights and internal documents are not shown.
PROBLEM
The Atlassian Williams F1 Team already had an app, but it lacked the depth and immediacy to support their growing, global fan base.
Through strategic alignment with the team and product
stakeholders, three core challenges became clear:
Underutilized Platform
Fans werenโt returning regularly to the mobile app. There was no incentive nor a compelling hook beyond static content and merch.
Missing Real-Time Value
The app didnโt offer centralized, live race-day data or timely updates; limited its relevance during the most important moments.
Unrealized Loyalty Potential
There was no structured system to reward engagement or reinforce the fanโs emotional connection to the teamโs identity and legacy.
SOLUTION
We set out to transform the app into a responsive yet mobile-first, fan-first experience delivering real-time value, strengthening team connection, and building long-term loyalty. Our approach focused on:
Loyalty as the Core Experience
Introduce WClub: a structured loyalty dashboard with rewards, badge progression, and fan identity at the center, motivating repeat engagement and creating a sense of belonging.
In-the-Moment Race Features
Design mobile-native, context-aware tools like a horizontally scrollable race schedule, real-time content modules, and a fast, streamlined video experience inspired by platforms like ESPN.
Unified Brand & Platform
Refresh the visual system to reflect the team's new and modernized identity while consolidating ecommerce, news, and team updatesโall within the appโeliminating the need to redirect fans elsewhere.
Scalable Fan Engagement
Create space for partner integrations, merch tie-ins, and future monetization opportunities while keeping fans at the center of the experience.
AT A GLANCE
LAUNCH
Driver Card Customization
Fans can personalize their profile by selecting their helmet, background, and numbers, building a stronger emotional connection within the app.
Teasing to interact
Locked badges and call-to-actions invite fans to sign up, creating intrigue and motivating first-time engagement through visual exclusivity.
Badge Collection Animation
A celebratory animation rewards users when they earn a badge, instantly storing it in their dashboard to reinforce progress and loyalty.
Points Education
A simple, in-app guide explains how fans can earn points and turns passive users into active participants with clear goals.
Race Result Standings
A global leaderboard, letting fans see how the team and drivers are doing throughout the season.
New Car Launch Interaction
An immersive scroll-driven page introduces the latest Williams FW48 livery.