Irene Muñoz
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bace GmbH · Campaign

Borussia Dortmund × GLS

An emoji quiz web app that brought the collaboration to life at Signal Iduna Park.

Client
Borussia Dortmund × GLS
Role
UX & UI designer
Tools
Figma, BVB brand guide
Timeline
1 month · 2023
Outcome
Live on opening day

The activation

Fans scanned a QR code at the bace Hub, solved an emoji riddle about a BVB player, and unlocked prizes on the spot. Designed and shipped in under a month, from concept to a live event at the season opener.

<1 mo

From concept to stadium

0

Tutorials needed

The challenge

The season opener was less than a month away.

Borussia Dortmund wanted to promote their new collaboration with GLS and the bace Hub at the stadium, with almost no lead time. The first match of the season was weeks away.

  • Simple enough to work on first touch.
  • Engaging enough to spread on its own.
  • Live at the stadium on opening day.

Fans could start playing without a tutorial.

Design process

I mapped the flows before designing screens.

I mapped every possible path through the experience, including failure states, before touching any screen design. Then wireframes in German for the target audience, then UI built on BVB’s brand guide.

  • A

    No dead ends

    If a fan guesses wrong, they get another way in, not an error screen.

  • B

    German from the first wireframe

    Designed in the language of the people in the stands.

  • C

    Use the BVB brand

    BVB’s in-house UX designer shared the brand guide, which helped the game feel familiar to fans.

FlowEvery path mapped, wrong answers included.

UIBVB’s brand, applied to a two-minute experience.

Live at the stadium

Match day at Signal Iduna Park.

Our team was on the ground at the stadium, guiding fans through the raffle and watching how they used the app in real time. Winners picked up their prizes from the bace Hub on the spot, and we walked away with real feedback for the next version of the product.

Watching real fans use it was worth more than any usability session.

Impact

Shipped on time, tested for real.

  • Live

    Prizes handed out at Signal Iduna Park during the season opener.

  • Field

    Feedback gathered on the ground, feeding straight into the next iterations of the bace product.

Reflection

With a month to ship, mapping wrong answers and other failure states before the UI helped us keep the experience moving on match day.