Norwegian Football Federation (NFF)

The Norwegian Football Federation operates Norway’s largest sports membership organization. Its digital presence is not a single platform — it’s three: NFF.no for information and general membership, SecuTix for ticketing and seat selection, and Supporterklubben for supporter-specific membership and community. Each evolved independently. None share a unified user identity, navigation logic, or data model.

The scope focused on the Supporterklubben membership experience — evaluating how communication could be automated, what a new website would require, and whether the organizational structure itself needed rethinking. This sat within a larger NFF engagement where a separate team was handling the core NFF platform.

The work was structured as a full UX research cycle across all three platforms, conducted without a dedicated UX brief or research team.

User interviews were run across three membership tiers — non-members, gold members, and expert members — to surface the specific friction points each group experienced. Interview questions were designed collaboratively with the PM, with technical and journey-related threads added to uncover gaps that a pure UX lens would miss.

Platform analysis covered all three systems. For SecuTix specifically, this included hands-on capability research: testing the limits of CSS overrides, communicating directly with SecuTix representatives to clarify what customization was technically feasible, and mapping the delta between what the design required and what the platform could deliver within budget.

Journey maps were built for the NFF.no ecosystem end-to-end: how users moved through the site, where they expected connections to ticketing or membership that didn’t exist, and where the structure broke down relative to user goals.

Findings were synthesized into structured, stakeholder-ready outputs — documented in formats designed for client presentation, prioritized for actionability.

The output was a research foundation, not a shipped product. That framing matters: the value of this work was in making fragmentation visible and legible — giving the federation a documented picture of how its platforms functioned together, where users fell through the gaps, and what improvements were technically achievable versus organizationally constrained.

Recommendations covered three areas: membership value communication (how benefits were surfaced and understood across tiers), ticketing UX improvements within the constraints of the SecuTix platform, and structural considerations for how Supporterklubben was organized and positioned relative to the broader NFF ecosystem.

This type of work is rarely credited correctly in portfolios. Mapping how a fragmented system fails users, in enough detail to make the failure actionable, is a distinct skill — and one that requires both research discipline and systems thinking to execute well.