Fantagoat
Turning research into results
Fantagoat was conceived as a new way to connect fans with sports through digital experiences. What began as a personal exploration evolved into a research-driven project aimed at understanding how users engage with sports content and competition online. The insights gathered helped define the foundations of a platform that blends entertainment, interaction, and community — turning an early concept into a validated opportunity.
Overview
Developed as an independent initiative, the project gained recognition from Zonafanta and Wallabies, securing €130k in funding. It set out to explore how digital tools could enhance fan participation, especially by bridging the gap between traditional sports culture and interactive experiences. Grounded in user research, the work focused on identifying unmet needs and testing the potential of new engagement models in the sports ecosystem.
Research Workshop
To uncover real user motivations, I organized a workshop involving potential users and stakeholders. Through collaborative exercises and discussions, we identified pain points in existing fantasy sports experiences and explored what drives ongoing engagement. These findings shaped the concept’s value proposition and guided the early product vision.
Challenge
The main challenge was to translate qualitative insights into a coherent product concept that could scale and attract investment. The experience had to balance storytelling, gamification, and usability, while remaining adaptable to future directions. Demonstrating the product’s potential through research and concept validation became the key to turning ideas into concrete results.
Visual Direction
The name Fantagoat combines “Fanta,” from fantasy football, and “Goat,” meaning “Greatest Of All Time.” This double meaning inspired the brand identity and the creation of a mascot — a playful goat with football-inspired traits, like a raised eyebrow referencing Carlo Ancelotti’s iconic expression. Although the project never reached a high-fidelity phase, early explorations focused on conveying this energetic and ironic tone through bold typography, dynamic shapes, and vibrant contrasts, laying the foundation for the future visual identity.
