Kita Garuda
Indonesian football is having its biggest moment in decades. The national team reached the World Cup qualifiers for the first time in history. Stadiums sell out every match. Fan passion is at a level the country hasn't seen before. PSSI needed a platform built for that moment, an official home where millions of supporters could follow the team, buy tickets, shop merchandise, and feel like part of something real.
Challenge
The previous platform had no clear objective and no defined user flow. Features sat siloed from each other. The technology stack was outdated. None of it moved at the pace the team's success demanded. A fan who just watched Indonesia qualify, wanting to buy a jersey before the next match. A parent trying to get tickets for the family without hopping between three different sites. Someone who wants a player's actual stats, not just their name and position. None of them found what they needed, because there was no unified fan identity, no way to buy tickets and merchandise in one place, and no content giving anyone a reason to come back between matches.
My Roles
I owned this project end to end as the sole Product Designer, from the initial audit through to final UI handoff. I worked directly with the development team, and with PSSI as the primary client stakeholder throughout.
Process
I started with a full audit of what existed, mapping every broken flow and missing feature against what a national football platform actually needed to do. The principle that shaped every decision was community-first, serve a fan before a customer. That framing decided the IA, what got built first, and where commerce sat relative to content. From there, UI design across web and mobile. Then development, QA, and launch.
Key Decision
Garuda ID as The Platform's Core Identity
Without a unified account, the platform is just disconnected pages, a news site here, a ticket page there. Garuda ID gives every supporter one identity that travels with them across tickets, merchandise, and player content. A fan who registers once stays a fan of the platform, not just a one-time visitor to a single page.
Tickets and Merchandise Built Into The Fan Experience, Not a Separate Shop
Most sports platforms bolt commerce onto a news site as an afterthought. I built it into where fans already are instead, tickets surfaced through the match schedule, merchandise placed alongside squad and player content. Buying becomes part of following the team, not a detour to a different store.
Player Profiles Built Around Stats And Story
A profile that only shows position and nationality is wasted space on a fan platform. Fans want more, real match stats, appearances, the story behind the player. Building profiles around that gives supporters a reason to explore the squad between matches, not just check scores on match day.
Validation
The design was reviewed internally by the MAI team first, then presented to PSSI's stakeholders for sign-off. Feedback from both rounds shaped the final experience before the platform launched nationally.
Solution
Kita Garuda is a fully integrated fan platform. Garuda ID registration and authentication. Match ticket purchasing. Official merchandise through the Garuda Store. Live squad and player profiles with real match statistics. A news and media hub. All connected through one fan account that ties the entire experience together.
Result
- 2.6 Million+ Active Users on the platform since launch
- 5.5 Million Total Sessions recorded
- 24.6 Million Total Page Views, driven by ticket pages, player profiles, and the Garuda Store
- Ticket pages alone generated 8 Million+ Views, validating the decision to build commerce into the fan journey
- 67% Overall Engagement Rate across all sessions
- Organic Search Drives 58.69% of all traffic, the platform ranks and gets found without paid acquisition
- From a siloed, directionless website to the official digital home of Indonesian football
FOTILE