AI-Assisted E-Commerce for a Brazilian Football Club

Dragão Store | E-commerce Platform & Fan Experience Building the digital commerce experience for a traditional Brazilian football club Dragão Store (2026) | E-commerce Platform & Fan Experience Highlights: - Redesigned Atlético Goianiense's official e-commerce into a digital commerce ecosystem connecting official products, licensed partners, membership benefits, and physical retail. - Used AI-assisted design workflows (Figma AI) to accelerate interface exploration and iteration across the jersey customization experience and e-commerce layouts. - Designed an interactive jersey customization experience, allowing fans to personalize names and numbers and preview their jersey before purchase. - Structured three commercial journeys within one consistent experience: online checkout, licensed partner purchases, and physical store products. - Developed a bilingual experience in Portuguese and English, preparing the platform for Brazilian and international audiences. - Connected football, commerce, and fan engagement through product launches, membership benefits, match-day campaigns, and promotional experiences. Problem → Solution: - The existing e-commerce operated primarily as a conventional online store, while products, licensed partners, membership benefits, and physical retail existed across different commercial journeys. - Created a centralized digital commerce experience connecting e-commerce, licensed products, physical retail, and the Meu Dragão membership program. - Used Figma AI to rapidly generate and compare interface directions for the jersey customization flow and product pages before refining the final high-fidelity design. - Designed clear user flows to help fans immediately understand whether a product could be purchased online, ordered through an official partner, or found exclusively at the physical store. - Structured CMS-driven content areas to support products, collections, campaigns, licensed partners, and institutional content. - Integrated WhatsApp into partner and physical store journeys, connecting product discovery with direct customer service. Process: - Analysis of the existing e-commerce experience and commercial journeys - Benchmarking football clubs and sports e-commerce experiences - Information architecture and user journey mapping - Definition of online, licensed partner, and physical store flows - AI-assisted layout and UI exploration (Figma AI) - Jersey customization experience design - UX/UI design and responsive prototyping - CMS architecture and content modeling - Multilingual experience design - Integration planning across e-commerce, WhatsApp, licensed partners, membership, and physical retail Key Features: - Official jersey e-commerce and checkout - Build Your Jersey customization experience - Name and number personalization - Front and back jersey preview - AI-assisted visual exploration - Licensed products marketplace - WhatsApp partner integration - Physical store exclusive products - Meu Dragão membership benefits - Match-day promotional campaigns - Product launches and special collections - Multilingual experience in PT-BR and EN - CMS-driven product and campaign management - Responsive commerce experience Results & Learnings: - Transformed a conventional online store into a broader digital commerce and fan experience ecosystem. - Simplified different commercial models into three clear purchasing journeys. - Demonstrated how AI-assisted workflows can accelerate interface exploration without replacing core UX/UI decision-making, particularly in a highly customized flow like jersey personalization. - Reinforced the importance of personalization in creating a stronger emotional connection between fans, products, and the club. - Structured a scalable CMS architecture to support new products, collections, licensed partners, campaigns, and content. - Demonstrated how digital commerce can connect online conversion, physical retail, licensed partners, membership benefits, and fan engagement within one experience. My Role: - Product Design and E-commerce UX/UI - AI-Assisted Design - Information Architecture - User Flows and Interaction Design - Jersey Customization Experience - Responsive Prototyping - CMS Architecture and Content Modeling - Multilingual Experience Design - Digital and Physical Commerce Integration - Stakeholder Alignment - Commercial Strategy Skills: Product Design, E-commerce UX/UI, AI-Assisted Design, Information Architecture, Interaction Design, User Flows, Conversion Design, CMS Design, CMS Architecture, Content Modeling, Responsive Design, Multilingual Design, Omnichannel Experience, Prototyping, Stakeholder Management, Business Strategy Deliverables: UI/UX Design, Logo Design, Product Design, AI-Assisted Design, Copywriting, Content, Branding, E-commerce Design, Prototyping, User Flows