Product Design
Native iOS App
UX Strategy
Agile Iteration
Gamification
Challenge
Football fans have long used Reddit to debate, but modern user behavior has shifted these hot takes to video feeds like TikTok. Our client needed a dedicated, cheeky platform tailored specifically for UK football culture—designed to transform raw, post-match passion and pub-style banter into a structured, highly engaging video ecosystem.
Approach
Over a 6-month agile cycle, we designed, tested, and shipped three distinct phases of the app. Dropping the MVP right at the kickoff of the English Premier League, we continuously tore down and rebuilt the app's core loops (think: navigation, gamification elements, and engagement logic) based on live user data, feedback interviews with creators, and high-stakes tournament timelines.
Thought Process
We stopped treating UX like software and started treating it like a sport. We kicked off with aggressive 1:1 challenges to provoke early rivalries, pivoted on the fly to adapt to the massive scale of the Euros, and eventually killed off isolated formats to build a fluid, infinite video threads ecosystem that let community drama flow naturally.
Result
OnlyBants evolved from a hyper-targeted MVP into a bulletproof, modular video network. By constantly tweaking creation tools and removing friction from hot takes, we shipped a modular, sports-agnostic design system built to capture live sporting drama faster than fans can shout at the television.
