UnderDawgs
India's first phygital football platform built to give grassroots players a digital identity, performance record, and path to progression - in a country of 305M football fans.
Duration
11 months
Client
Underdawgs (Early-stage SportsTech Startup)
Services
#
Product Design
#
UX Design
Challenge
Football is India's #2 most watched sport - yet for millions of Indian grassroots players, the game ended at the local turf. No digital identity. No performance record. No structured path forward. Players registered via WhatsApp. Talent stayed invisible outside local colonies. The design challenge wasn't just building a product - it was building the infrastructure Indian football never had.
Solution
Designed a phygital platform across three workstreams: a player-facing website that made every grassroots player feel like a professional from the moment they landed on the page, dynamic player profiles that acted as career portfolios, and a scalable Figma design system with reusable components, tokens, and accessibility standards. Every section led with a visual hook and ended with a clear action - built for a mobile-first, 13–26 audience with low tolerance for text-heavy pages.
Impact
Scaled platform onboarding to 500+ players and 51+ turf partners. Delivered a live website and app with a design system that reduced iteration cycles across the team. Built India's first unified grassroots football ecosystem - connecting players, turfs, and opportunities in one place.