Prime Division - UX Design for Financial Products

// Project Goals

We set out to turn football fans into financially empowered club members. For Chelsea FC, this meant taking their existing iOS app and injecting a full-scale, white-label digital wallet right into its core. We didn't just want a place to hold money; the goal was to create a seamless financial ecosystem where deposits, P2P transfers, and prepaid cards felt natural alongside match tickets and merch. The ultimate challenge was bridging cold, complex fintech infrastructure—like KYC onboarding and payouts—with the emotional, passionate world of sports fandom, building a wallet that didn't feel like a bank, but rather an extension of the club they love.

// The Result

The concept hit exactly the right nerve. When we put the prototype in front of Chelsea fans, we saw a massive 88.5% positive feedback rate during testing. Because we gamified the experience with loyalty dashboards, trivia, and collectible badges, fans didn't just use the wallet; they engaged with the club more deeply, driving a 32% increase in merchandise sales and loyalty feature interaction compared to the baseline app. Fans ultimately called it "the ultimate way to connect with the club digitally," proving that when you merge solid financial tools with high-emotion fan culture, you create a scalable model for the future of sports apps.