FC Spartak

The project is dedicated to a UX concept for the official FC Spartak homepage. I focused only on the homepage and rebuilt its structure around key user scenarios.

The goal was not a visual update for its own sake, but a change in the page logic: the main match, calendar, team form, news, stadium services, and entry points into the club ecosystem should work as a consistent fan journey.

The work was created in response to a specific employer request: I needed to show my vision for the FC Spartak homepage and propose a stronger composition from a UX/UI perspective.

The brief included mandatory elements that could not be removed: a four-block statistics section, match calendar, last 15 matches, Fan Zone, the official FC Spartak newsletter, and news.

So the task was not to invent the page from scratch, but to keep the required set of blocks and arrange them into a clearer user scenario.

The current homepage contains many useful sections: matches, calendar, news, video, shop, league table, and app. But they are perceived as a set of independent showcases.

The user gets a lot of content, but the navigation scenario through the page is not always clear: after the match promo, they quickly move into news, advertising banners, video, and shop, while fan service tasks and the club structure become less visible.

A football club homepage should cover several different scenarios: learn about the next match, view the calendar, evaluate the team’s form, read news, prepare for a stadium visit, and navigate to other club teams.

That is why the new structure was built not as a content feed, but as a route from the main event to the user’s next actions.

I rebuilt the homepage not as a news showcase, but as a fan journey: from the upcoming match and ticket purchase to the calendar, team form, news, stadium services, and club structure.

This order reduces cognitive load: the user moves through a meaningful sequence instead of jumping between unrelated promo blocks.

In the new concept, the hero screen, calendar, statistics, news, and service sections work as one scenario. The page consistently answers the questions: what match is coming up, what is next, what form the team is in, what is happening at the club, and how to prepare for a stadium visit.

The hero screen works as a promo for the upcoming match. The user immediately sees the teams, date, time, competition, stadium, and the main action — buying a ticket.

Instead of an abstract promo block, the hero screen solves a specific task: quickly answering “when is the next match and what can I do next?”.

The calendar continues the scenario after the main match. The highlighted next-match card connects the promo with the schedule, while the other cards provide a quick overview of upcoming games.

This way, the calendar does not compete with the hero screen, but helps the user understand what comes next.

After the calendar, the user receives sports context: recent results, number of wins, draws and losses, goal difference, home and away matches.

The block is not framed as betting analytics and does not encourage risky actions. It is presented neutrally — as team form statistics and recent results.

News remains an important part of the homepage, but in the new structure it comes after the match, calendar, and team form.

This lets the user first resolve the basic sports questions, and only then move on to content: news, interviews, media, and club materials.

A separate block brings together practical scenarios that are often hidden in the menu or footer: tickets, route, stadium map, visit rules, tours, and VIP services.

This makes the homepage not only informational, but also service-oriented: if the user is going to a match, they do not need to search for basic information deep inside the site.

The homepage adds a clear entry point into different parts of the club: first team, women’s team, youth team, Spartak-2, and academy.

This helps present the club more broadly and gives users quick access to the team they need without searching through the menu.

The menu was rebuilt according to section priority. The most frequent and commercially important scenarios — tickets, season tickets, matches, shop, and team — were moved into the top navigation.

This reduces dependence on the footer and helps users find key sections faster. Navigation should reflect real user scenarios rather than the organization’s internal structure.

The project was created as a UX concept without access to the club’s internal analytics. The conclusions are based on heuristic evaluation, scenario analysis, and comparison of the current homepage structure with the new concept.

To validate the hypotheses, web analytics data would be required: CTR on ticket purchase, match center transitions, calendar clicks, page scroll depth, and use of service sections.

In the new concept, the homepage stops being just a showcase of news and promo materials. It becomes a consistent fan route: from the upcoming match and ticket purchase to the calendar, team form, news, stadium services, and club structure.

This approach makes the homepage clearer, more scenario-driven, and more useful for different types of users: fans, viewers, stadium visitors, subscribers, and those interested in the entire club system.