Building the digital commerce experience for a traditional Brazilian football club

Dragão Store (2026) | E-commerce Platform & Fan Experience Highlights: • Redesigned Atlético Goianiense’s official e-commerce into a digital commerce ecosystem connecting official products, licensed partners, membership benefits, and physical retail. • Designed an interactive jersey customization experience, allowing fans to personalize names and numbers and preview their jersey before purchase. • Structured three commercial journeys within one consistent experience: online checkout, licensed partner purchases, and physical store products. • Developed a bilingual experience in Portuguese and English, preparing the platform for Brazilian and international audiences. • Connected football, commerce, and fan engagement through product launches, membership benefits, match-day campaigns, and promotional experiences. Problem → Solution: • The existing e-commerce operated primarily as a conventional online store, while products, licensed partners, membership benefits, and physical retail existed across different commercial journeys. • Created a centralized digital commerce experience connecting e-commerce, licensed products, physical retail, and the Meu Dragão membership program. • Designed clear user flows to help fans immediately understand whether a product could be purchased online, ordered through an official partner, or found exclusively at the physical store. • Structured CMS-driven content areas to support products, collections, campaigns, licensed partners, and institutional content. • Integrated WhatsApp into partner and physical store journeys, connecting product discovery with direct customer service. Process: • Analysis of the existing e-commerce experience and commercial journeys • Benchmarking football clubs and sports e-commerce experiences • Information architecture and user journey mapping • Definition of online, licensed partner, and physical store flows • Jersey customization experience design • UX/UI design and responsive prototyping • CMS architecture and content modeling • Multilingual experience design • Integration planning across e-commerce, WhatsApp, licensed partners, membership, and physical retail Key Features: • Official jersey e-commerce and checkout • Build Your Jersey customization experience • Name and number personalization • Front and back jersey preview • Licensed products marketplace • WhatsApp partner integration • Physical store exclusive products • Meu Dragão membership benefits • Match-day promotional campaigns • Product launches and special collections • Multilingual experience in PT-BR and EN • CMS-driven product and campaign management • Responsive commerce experience Results & Learnings: • Transformed a conventional online store into a broader digital commerce and fan experience ecosystem. • Simplified different commercial models into three clear purchasing journeys. • Reinforced the importance of personalization in creating a stronger emotional connection between fans, products, and the club. • Structured a scalable CMS architecture to support new products, collections, licensed partners, campaigns, and content. • Demonstrated how digital commerce can connect online conversion, physical retail, licensed partners, membership benefits, and fan engagement within one experience. My Role: • Product Design and E-commerce UX/UI • Information Architecture • User Flows and Interaction Design • Jersey Customization Experience • Responsive Prototyping • CMS Architecture and Content Modeling • Multilingual Experience Design • Digital and Physical Commerce Integration • Stakeholder Alignment • Commercial Strategy Skills: Product Design, E-commerce UX/UI, Information Architecture, Interaction Design, User Flows, Conversion Design, CMS Design, CMS Architecture, Content Modeling, Responsive Design, Multilingual Design, Omnichannel Experience, Prototyping, Stakeholder Management, Business Strategy