Bringing a deeply rich console game experience to the web in a meaningful way was no small challenge, but our digital ballers tackled it full-force. Despite being on a different device – desktop vs. TV – the design would have to look and feel familiar to console gamers, while maintaining an intuitive interface that offered cool new features and functionality.
EA gave us the reins and trusted us to design something amazing. That trust - the relationship - made the project an instantly successful collaboration.Designer - Fi Stockholm
Enhancing immersion and interactivity with the Madden NFL experience was our main objective, and a solid creative concept was the critical first step.
The marriage of Madden NFL, fantasy football, and player trading cards was fertile ground to surprise and delight the users.
Our UX challenge revolved around elegantly intertwining and smoothly integrating many varied sections of content, often disparate and only marginally related. From card packs to a storefront and auction block; data visualizations to help screens; all had to peacefully co-exist within a unified interface.
As we move from informal sketches into annotated wireframes, the level of detail expands to include every nook and cranny of the experience.
The plays have been scripted, the gameplan is clear, now it’s time to hit the field and make it happen… With design.
At the heart of the Madden Ultimate Team (MUT) experience is the ability to acquire, trade or auction to your heart’s content until your roster is just right. The visual metaphor for managing your team is old-school trading cards, and we took aim at designing a real gamechanger for the online space.
Seven different types of cards represent various core components of your Ultimate Team, and each one deserves special treatment in design. In the end, the user can customize their experience, and their team, as deeply as they choose.
Based on the old-school trading card form factor, our digital versions needed to hit an unprecedented level of sophistication. Beyond just pics and stats, we aimed to fully leverage the capabilities of the interactive space by creating hot new features and functionality.
Maddenultimateteam.com is the place where you can fully browse, manage and strategize your Ultimate Team.
Think of it like your digital headquarters, where you’re in control, making all the decisions for how things will play out on the field.
Beyond the infinite variations of players, coaches, stadiums, and uniforms, this is also where you can experience the thrill of opening your new card packs… just like when you were a kid – only cooler.
Our goal was to match the childhood
memory of opening that fresh pack of cards.
To field the best possible team, you need your players healthy and under contract… The MUT interface allows for management of both contracts and injured players so you can weather the inevitable ups and downs of a typical NFL season.
Ask any NFL coach and they’ll tell you: if a player’s not on the field, they can’t help you win. The coaching interface gives you full drag-and-drop configuration of your starting lineup, with infinite possible combinations, to help ensure you’ve always got the right personnel on the playing surface.
empowers users to control
their lineup with ease.
A huge part of the Ultimate Team experience is the ability to buy, sell or trade players in an auction-style marketplace. So if your Kicker is choking on the game-winners, it may be time to put him on the block and see what you can get for him.
Auction off your unwanted cards
Bid on your favourite cards
Select a card to trade or auction
The ultimate NFL video game franchise couldn’t be contained to just one platform… It had to hit the web in a meaningful way, set to thrill and delight gamers and fans alike. With Madden NFL 13 Ultimate Team, EA has delivered a groundbreaking gaming experience, and Fi is proud to have made a major contribution to the franchise and its future… Now let’s play ball!