Fan-ID: the UX foundation for a tournament-wide digital identity
One Fan-ID for the AFC Under-23 Asian Cup 2026 and the AFC Asian Cup 2027. I worked on the UX side: benchmarking, the fan journey and UX principles, and followed the design process through to the proof of concept.
Project
AFC27 Fan-ID platform
Year
2025
Role
UX Designer
Scope
Benchmarking, journey map, UX principles
Team
With a Product Designer (UI)
Tools
Figma, FigJam, Miro
Status
Proof of concept delivered
Tournaments benchmarked
4
Benchmarking criteria
14
Journey stages
8
UX principles
5
Proof-of-concept screens
7
01 · Context
One identity for the whole fan journey
Fans cross airports, hotels, fan zones, metro lines and stadium gates. The Fan-ID had to work at every one of them.
Client
The AFC27 Local Organising Committee.
The platform
One Fan-ID for the AFC Under-23 Asian Cup 2026 and the AFC Asian Cup 2027: a mobile app, a website, CRM and CMS, with links to ticketing, visa and government ID systems.
The goal
A secure, scalable system built around the fan that improves the fan journey, streamlines access and supports a more personal fan experience, aligned with Saudi Vision 2030.
Constraints
A new design system that follows the brand guidelines of the AFC LOC and its partners (the Ministry of Sports and the DGA), and the DGA standards for mobile-first digital services.
My role
UX Designer. I built the research foundation, mapped the fan journey and followed the design process until the proof of concept was delivered. A Product Designer created the UI.
02 · Approach and research
From research to a proof of concept
The research is desk research: a review of case studies from major tournaments, turned into a benchmarking matrix, then into a fan journey and a set of principles.
01
Review case studies
Four recent tournaments with digital or physical fan identity systems.
02
Define criteria
A 14-point benchmarking matrix built from the platform requirements.
03
Benchmark
For each criterion: best practice observed, and relevance to Fan-ID.
04
Map the journey
Eight stages from pre-arrival to post-event loyalty.
05
Set principles
Five UX principles for a high-security, high-scale platform.
06
Proof of concept
Handed over as a PoC, with the UI designed by the Product Designer.
Four tournaments, four fan identity systems
I selected leading events with advanced fan identity systems and extracted what worked for the Asian Cup context.
2018
FIFA World Cup, Russia
The 2018 World Cup introduced the Fan ID, a mandatory laminated identification card containing personal data, a photo and an RFID barcode.
Key learnings
One card, many services. Fans applied online with their ticket number, and the Fan ID gave visa-free entry, stadium access and free trains between host cities.
Accessibility. Efforts to serve fans with disabilities and to keep communication multilingual.
The Fan ID system was built on the 2018 World Cup experience and extended to support COVID-19 health protocols, with health status checks and contact tracing.
Key learnings
Fan-ID and ticketing. Multilingual support and simple interfaces that cut friction at registration.
Sustainability. Public and shared transport was encouraged to reduce environmental impact.
2022
FIFA World Cup, Qatar
The 2022 World Cup introduced the Hayya Card, a mandatory digital Fan-ID that combined an entry permit to Qatar with stadium access for ticket holders, for over one million fans. It also gave free access to public transport (Doha Metro, buses and trams) during the tournament, plus discounts at venues and fan zones.
Key learnings
All-in-one pass. It acted as both a visa waiver and stadium access, simplifying international fan entry and reducing administrative barriers.
Smart technology. Facial recognition and RFID-enabled cards sped up entry and improved security, and thousands of cameras supported crowd management.
Fan perks. Free public transport on match days, a "Hayya with Me" programme to invite non-ticket holders, and visa-free travel to neighbouring countries (Saudi Arabia, UAE, Oman and Jordan).
2024
UEFA Euro, Germany
Held in 10 German cities, Euro 2024 turned the match ticket into a pass: a personalised mobile ticket in the UEFA app, registered to the fan, plus a 36-hour public transport pass in every host city at no extra cost.
Key learnings
Ticket as a pass. Personalised mobile tickets shown in the app at the gate, with public transport included on match days.
Fan app. An app for real-time crowd management, personalised tips and multiple languages.
Brand identity. An inclusive visual identity for all UEFA nations, promoting fan unity.
Accessibility and sustainability. High-contrast modes, text scaling and sustainable transport options.
Every criterion is set out the same way: what it covers, the best practice observed across the tournaments, and why it matters for Fan-ID. Filter by group to focus.
Showing 14 of 14 criteria
Benchmarking criteria: what each covers, the best practice observed, and why it matters for Fan-ID
No.
Criterion
What it covers
Best practice observed
Why it matters for Fan-ID
01
User research & persona development (Foundations)
Deep research to understand diverse fan segments (hardcore, casual, international) and develop personas.
Interviews, surveys and observation; personas guide design for usability and emotional connection.
Ensures the platform meets varied fan needs and delivers personalised, meaningful experiences.
02
Onboarding & registration (Identity & access)
Stepwise, minimal-input forms with progress bars, AI-assisted autofill, social login and inline validation.
Simplified registration and AI autofill reduce friction; progress indicators add clarity.
Streamlines fan registration, reduces drop-offs and improves data accuracy.
03
Verification & ID validation (Identity & access)
Integration with government ID, visa and ticketing; biometric authentication (facial recognition, fingerprint); real-time status updates.
Multi-factor authentication, biometric verification at entry and real-time feedback on verification status.
Critical for secure, fast and transparent identity verification, reducing queues and fraud.
04
Mobile-first & responsive design (Experience)
Optimised for smartphones and tablets; native app features such as push notifications, live updates and AR navigation; responsive web fallback.
A mobile-first approach mandated by the DGA; native apps for richer features; responsive web for accessibility.
The same Fan-ID works on the phone, the web and a printed QR.
05
Accessibility & multilingual support (Experience)
WCAG 2.1 compliance: keyboard navigation, screen-reader support, scalable text, high contrast; a bilingual UI (Arabic and English); localised cultural content, dates and times.
High-contrast modes, text scaling and multiple languages; voice commands and hands-free navigation are emerging.
Ensures inclusivity and usability for diverse fan demographics, including people with disabilities.
06
Information architecture & navigation (Experience)
Clear, logical content categories; shallow navigation (two to three levels); persistent bottom navigation; no horizontal scrolling or clutter; top-aligned form labels.
Simple menus and consistent labelling; quick access to key features such as ticketing, profile and live scores.
Reduces cognitive load and lets fans complete tasks quickly.
07
Real-time information & fan interaction (Experience)
Live scores, notifications, transport updates and queue status; interactive features such as polls, rewards and social sharing.
Timely, non-intrusive updates; gamification and personalised messaging keep fans involved.
Keeps fans informed and involved, which builds loyalty and satisfaction.
08
Security & data privacy UX (Identity & access)
Transparent consent flows, clear privacy policies, end-to-end encryption and user dashboards for data control and session management.
GDPR-compliant data handling, role-based access, encrypted biometric data and user control over data.
Fans hand over passport and biometric data, so they need to see what is kept and why. It also keeps the platform compliant with data-protection law.
Wireframes and interactive prototypes, user testing, and analytics and fan-behaviour data for continuous optimisation.
Iterative design cycles and data-driven improvement after launch (AFC and FIFA best practice).
Enables continuous refinement of the UX and UI based on real feedback and behaviour.
10
Design system & brand compliance (Foundations)
Adherence to the AFC LOC and partner brand guidelines (Ministry of Sports and DGA): logos, colours and typography.
A unified design language system and brand consistency across digital platforms.
Gives a cohesive, professional and culturally appropriate visual identity.
11
Integration with the AFC ecosystem (Identity & access)
Integration with the AFC LIVE app, CRM, CMS, ticketing, visa and government ID systems.
Shared data for personalised fan journeys; gamification integration; one unified digital experience.
Provides a smooth, connected experience across all AFC digital touchpoints.
12
Analytics & data-driven insights (Foundations)
Analytics that track user behaviour, usage and platform performance to inform UX and UI improvements.
CRM data, AI personalisation and predictive UX (AFC digital strategy, emerging trends).
Enables personalised content, targeted communication and continuous optimisation.
13
Emerging technologies & trends (Future)
AI personalisation, AR navigation, predictive UX, micro-interactions, and voice and gesture controls.
Dynamic interfaces that adapt to behaviour; immersive AR; hands-free controls in stadium environments.
Hands-free and AR features help fans in crowded, noisy stadiums, including fans with disabilities.
14
Sustainability & ethical design (Future)
Privacy-first data collection, transparent AI use and sustainable digital practices.
Ethical AI guidelines, a privacy-first approach and sustainable design principles.
Aligns the platform with global best practice for ethical, responsible digital services.
04 · AFC and DGA guidelines
Designed within the guidelines
The platform follows a new design system that adheres to the brand guidelines of the AFC LOC and its partners, the Ministry of Sports and the DGA. Six guidelines shaped the work.
01
AFC digital ecosystem
Integrate with the AFC digital ecosystem, using CRM data and gamification to personalise fan journeys.
02
Multilingual
Support multiple languages and localised content, to repeat the AFC's success with fans across Asia.
03
Mobile-first
Design mobile-first and integrate with the AFC LIVE app for real-time fan interaction.
04
Analytics
Let analytics and data-driven insights guide continuous UX and UI improvement, in line with AFC digital transformation goals and Vision 2030.
05
Competition Management System
Connect to the AFC Competition Management System and other digital assets for a unified experience for fans, teams and organisers.
06
DGA standards
Align the design system and prototype with the DGA digital government service standards, with a mobile-first approach.
05 · Persona
Designing for the travelling fan
A persona built from the desk research and the journey map. It gives the team one shared fan to design for.
Proto-persona · International fan
The travelling fan
A fan who travels to the tournament and passes through the airport, the hotel, the fan zone, the metro and the stadium gate.
Built from desk research and the benchmark, not from interviews. To be validated with fans before build.
The research also names two other segments: hardcore supporters and casual fans.
Goals
Buy tickets and register for the Fan-ID in one place.Stage 01
Clear immigration and stadium entry quickly.Stages 02, 06
Plan match days and stay informed as things change.Stage 04
Enjoy the atmosphere, then share feedback.Stages 05, 08
Needs
Fast, secure identity verification.Criterion 03
A multilingual, accessible interface.Criterion 05
Clear, real-time information.Criterion 07
Reassurance about personal data.Criterion 08
Frustrations
Visa and flight delaysStage 01
Long queuesStages 02, 05
Language barriersStage 02
Menu complexity and information overloadStage 04
App glitches and poor connectivityStages 04 to 07
Emotion across the journey
Pre-arrivalPost-event
Curious but cautious at registration, relieved at the airport, briefly confused by the menus, excited in the fan zone, confident on match day.
Every goal, need and frustration links back to a journey stage or a benchmarking criterion.
06 · Fan journey map
Eight stages, digital and physical: a hypothesised journey
Each stage combines digital touchpoints (app, website, notifications) with physical ones (airport, hotel, stadium), the fan's emotions and pain points, and a short story to humanise the journey. Every stage also carries an insight from the benchmarked tournaments. The stories and feelings are hypotheses drawn from the benchmark.
Scroll sideways to see all eight stages
Stage
01
Pre-arrival
02
Airport & immigration
03
Transfer to hotel
04
At the hotel: schedule & planning
05
Pre-match: atmosphere & preparation
06
Match day: move to stadium
07
Post-match: exit & transport
08
Post-event: feedback & loyalty
Story
Fan browses the AFC app, buys tickets and registers for Fan-ID. Appreciates clear guidance but worries about data privacy.
Fan arrives, uses the Fan-ID biometric scan for fast immigration clearance and feels relieved by the smooth process.
Fan tracks the shuttle in the AFC app, checks in, and reviews the match schedule and local information. Feels welcomed but tired.
Fan reviews the match schedule, sets reminders, struggles with the menus at first but adapts quickly.
Fan visits the fan zone, buys merchandise and joins app polls. Enjoys the atmosphere despite the queues.
Fan follows metro updates in the app and navigates from the station to the stadium with ease, feeling confident despite the crowds.
Fan returns to the hotel safely, books a taxi in the app and rests after an exciting day.
Fan completes a quick survey, giving feedback that helps improve future events.
Actions
Ticket purchase
Fan-ID registration
Airport immigration
Biometric scan
Currency exchange and SIM card purchase
Hotel check-in
Local info review
Review match schedule and set reminders
Plan match-day logistics
Connect with other fans
Fan zone visit
Merchandise purchase
Gamification and social features
Early departure and transport to the stadium
Stadium entry and Fan-ID verification
Enjoy the match and real-time updates
Follow exit guidance and transport updates
Meet friends or visit the fan zone
Return to the hotel
Survey completion
Feedback submission
Earn and redeem loyalty rewards
Feelings
Curious and slightly cautious about data privacy
Relieved after a smooth arrival process
Tired but reassured by helpful information
Initially confused, then comfortable navigating the app
Excited and social despite minor inconveniences
Confident and focused navigating the crowd
Calm and satisfied after a long but fun day
Happy and reflective while giving feedback
Touchpoints
AFC app
Ticketing platform
Fan-ID registration portal
Airport
Immigration counter
Biometric scanner
AFC app
Shuttle bus
Hotel front desk
AFC app
Hotel Wi-Fi
Concierge
Fan zone
Merchandise shop
AFC app
Metro station
AFC app
Stadium signage
AFC app
Taxi service
Hotel
AFC app
Email
Pain points
Visa and flight delays
App navigation issues
Ticketing confusion
Long queues
Language barrier
Lost luggage
Shuttle delays
Room readiness
Fatigue
Menu complexity
Information overload
App bugs
Long queues
Payment issues
Connectivity
Slow queues, technical glitches
Signage clarity
Entry bottlenecks
Transport availability
App glitches
Fatigue
Survey fatigue
Lack of incentives
Emotion
Benchmark insight
Easy onboarding and visa support build trust and readiness (Russia 2018, Euro 2020, Euro 2024, Qatar 2022).
Fan-ID integration and biometrics speed entry and improve security (Russia 2018, Qatar 2022).
Coordinated transport and real-time updates reduce stress (Russia 2018, Qatar 2022).
Personalised schedules and multilingual apps help fans plan and stay informed (Euro 2024, Euro 2020).
Fan zones and interactive apps boost excitement and participation (Euro 2020, Euro 2024, Qatar 2022).
Biometric entry and crowd management ensure smooth, secure stadium access (Russia 2018, Euro 2020, Qatar 2022, Euro 2024).
Efficient post-match transport and rest opportunities reduce fatigue and improve the overall experience.
Continuous improvement through fan feedback was a best practice at Euro 2024, helping organisers refine future events.
01
Pre-arrival
Curious and slightly cautious about data privacy
Fan browses the AFC app, buys tickets and registers for Fan-ID. Appreciates clear guidance but worries about data privacy.
Actions
Ticket purchase · Fan-ID registration
Touchpoints
AFC app · Ticketing platform · Fan-ID registration portal
Pain points
Visa and flight delays · App navigation issues · Ticketing confusion
Benchmark insight
Easy onboarding and visa support build trust and readiness (Russia 2018, Euro 2020, Euro 2024, Qatar 2022).
02
Airport & immigration
Relieved after a smooth arrival process
Fan arrives, uses the Fan-ID biometric scan for fast immigration clearance and feels relieved by the smooth process.
Continuous improvement through fan feedback was a best practice at Euro 2024, helping organisers refine future events.
The emotion curve is a visual reading of the Feelings row.
07 · UX principles
Five principles for a high-security, high-scale Fan-ID
01
One pass for the whole trip
Tickets, travel and the Fan-ID live in one app, so a fan never has to work out which system does what.
Applied in the PoC · Screens 1, 5, 6, 7
02
Ready at the gate in one tap
The ID opens full screen from the profile, with a large QR code and the Fan-ID number, so it can be scanned without searching the app.
Applied in the PoC · Screens 6, 7
03
Show less, reveal on demand
Each screen shows the one decision a fan has to make, and keeps the details one step away.
Applied in the PoC · Screens 3, 4
04
Never leave a fan guessing
Every verification state (pending, approved, rejected, expired) is shown with the next step to take.
Not yet shown in the PoC
05
Ask only for what is needed, and say why
Personal and biometric data is requested at the moment it is needed, with a plain reason and a clear choice.
Not yet shown in the PoC
Tags show which principles are visible in the proof-of-concept screens, and which are still to design.
Trends consideredAI-powered personalisationAR venue navigationPredictive UXMicro-interactions and hapticsEthical, transparent AIVoice and gesture control
08 · Key decisions
Three decisions the research settled
The benchmark did more than list best practice. It settled three questions about what the Fan-ID should be.
01Where should the Fan-ID live?
Options
A separate ID app
Inside the tournament app (chosen)
We chose
Inside the tournament app, under Profile, next to tickets, wallet and orders.
Why
Every benchmarked tournament tied several services to one pass: Russia 2018 linked visa-free entry, stadium access and free trains to the Fan ID, Qatar 2022 combined the entry permit with stadium access, and Euro 2024 bundled public transport with the match ticket. Fans treated these as one thing, so the app should too.
Trade-off
One app has to carry more. Navigation stays shallow with a five-tab bottom bar, and details stay one step away.
Where to see it
Screen 1
Screen 5
Screen 6
02Digital ID or physical card?
Options
A physical card
Digital first, on the phone (chosen)
We chose
Digital first: the ID lives on the phone, with a QR code and the Fan-ID number.
Why
The laminated card at Russia 2018 had to be produced and collected before travel. The DGA standards ask for mobile-first services, and fans already carry their tickets on the phone.
Trade-off
The ID depends on the phone. Low battery and poor signal at the gate are real risks (stage 06), so an offline QR and a fallback at the gate are the next things to design.
Where to see it
Screen 6
Screen 7
03Should the ID carry the fan's loyalty status?
Options
Keep the ID neutral
Show the fan tier on the ID (chosen)
We chose
Show the tier as a small badge, and link the ID to the fan experience.
Why
The journey ends with feedback and loyalty (stage 08), and "lack of incentives" is one of its pain points. Putting the tier on the pass the fan opens most often keeps rewards in view.
Trade-off
An identity pass has to be read fast at the gate, so the tier stays secondary to the name, the QR code and the number.
Where to see it
Screen 7
09 · Proof of concept
Research, made visible
Seven screens from the proof of concept, in the order a fan meets them, from the home screen to booking, travel and the Fan-ID pass at the gate. Each one is tagged with the criteria, principles and journey stages from this study that it aligns with. The UI was designed by the Product Designer on the team.
Scope: the proof of concept covers the fan-facing app, from booking and travel to the Fan-ID pass. Registration, identity verification and consent flows were outside its scope, and are the next to design (principles 04 and 05).
01Home
The featured match sits at the top with a Book now action. Below it: news, and shortcuts to flights and hotels.
06 · Information architecture
07 · Real-time information
02Booking
Matches are listed by date, with sport filters above and five tabs in a persistent bottom bar.
04 · Mobile-first design
06 · Navigation: persistent bottom bar
03Match details
Teams, date and venue at a glance, then what the ticket includes and a Navigate now action.
Principle 03 · Show less, reveal on demand
04Seat selection
A stadium map with a price on the chosen zone, three tiers with what each includes, and a timer to complete the booking.
Principle 03 · Show less, reveal on demand
07 · Real-time information
05Flights & hotels
Travel is booked in the same app: one form for route, dates, passengers and cabin class, and one clear action.
Journey stage 01 · Pre-arrival
06Profile and Fan-ID
The digital ID holds the photo, visa and passport numbers, a QR code and a barcode, next to wallet and orders.
03 · Verification and ID validation
Journey stage 06 · Fan-ID check at the stadium
07Fan-ID pass
Tapping the ID on the profile opens it full screen: the fan's name, a large QR code and the Fan-ID number, ready to scan at the gate. The fan tier sits below as a small badge, and My Fan experience leads to perks and rewards.
Criterion 03 · Verification and ID validation
Principle 02 · Ready at the gate in one tap
Stage 06 · Fan-ID check at the stadium
Stage 08 · Loyalty
How the proof of concept answers the research
What the research asked for, where it comes from, and how the proof of concept answers it
The research asked for
Source
How the proof of concept answers it
Screens
Shallow navigation with a persistent bottom bar
Criterion 06 · Navigation
Five tabs (Home, Book, Tickets, News, Profile) sit at the bottom of the main screens.
2, 6
Clear ticket options, to remove ticketing confusion
Pain point · Pre-arrival
Match details list what is included, and seat selection offers three tiers with their price and inclusions.
3, 4
Help fans plan their trip before they arrive
Pain point · Visa and flight delays
Flights and hotels are booked inside the same app, with shortcuts from the home screen.
1, 5
A clear, verifiable identity
Criterion 03 · Verification
The digital ID shows the photo, visa and passport numbers, a QR code and a barcode, with a check mark on the photo. The pass opens full screen with a large QR code for the gate.
6, 7
Simple forms with few inputs
Criterion 02 · Onboarding
The flight form has labelled fields and one primary action, Find flights.
5
Mobile-first design
Criterion 04 · Mobile-first
All seven screens are designed for the phone.
1 to 7
Shallow navigation with a persistent bottom bar
Source
Criterion 06 · Navigation
How the proof of concept answers it
Five tabs (Home, Book, Tickets, News, Profile) sit at the bottom of the main screens.
Screens
2, 6
Clear ticket options, to remove ticketing confusion
Source
Pain point · Pre-arrival
How the proof of concept answers it
Match details list what is included, and seat selection offers three tiers with their price and inclusions.
Screens
3, 4
Help fans plan their trip before they arrive
Source
Pain point · Visa and flight delays
How the proof of concept answers it
Flights and hotels are booked inside the same app, with shortcuts from the home screen.
Screens
1, 5
A clear, verifiable identity
Source
Criterion 03 · Verification
How the proof of concept answers it
The digital ID shows the photo, visa and passport numbers, a QR code and a barcode, with a check mark on the photo. The pass opens full screen with a large QR code for the gate.
Screens
6, 7
Simple forms with few inputs
Source
Criterion 02 · Onboarding
How the proof of concept answers it
The flight form has labelled fields and one primary action, Find flights.
Screens
5
Mobile-first design
Source
Criterion 04 · Mobile-first
How the proof of concept answers it
All seven screens are designed for the phone.
Screens
1 to 7
My contribution
The UX research foundation, the 14-criteria benchmarking matrix, the eight-stage fan journey map and the UX principles, and following the design process until the proof of concept was delivered.
Status and next steps
Delivered as a proof of concept, not yet tested with users. Next: validate the journey and the proof of concept with real fans across languages and abilities before build, starting with registration, verification and stadium entry.
Not yet shown in these seven screens: Arabic and right-to-left layouts, accessibility checks and consent flows.
Fan-ID · AFC Asian Cup
From benchmarks to a fan journey.
A shared research foundation that keeps every team designing for the same fan, at every stage.
Proto-persona · International fan