FIFA World Cup 2022
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Category:
Voice UX / AI
Company:
Amazon Alexa
Duration:
2 Years
Location:
Denver, CO
Date:
May 21, 2024
How do you follow a World Cup that kicks off at 3 AM?
The 2022 World Cup was played in Qatar in November and December, so for fans in the US most matches landed before work, during the school run, or in the middle of the night. Echo Show sits in the kitchen and on the nightstand, right where those moments happen. The job was to make the Sports home cards follow a fan's team through the whole tournament: what's next, what just happened, and what it means for the group. All of it had to be readable from across the room and reachable in a single turn.
Designing for a fan, not a fixture list
I mapped one fan's tournament end to end, Mateo following Argentina from the opener to the final, and used it to find the moments a glanceable card could carry: the countdown before kickoff, the live score, the result he slept through, and the group table the next morning. Every moment got the same test: can he get the answer in one glance or one utterance? Each extra conversational turn cost us users, so the design pushed information onto the card instead of into the dialog.
One card, many states
Instead of a new screen for every match, I built the card as a set of states (upcoming, live, final, knockout) that swap in as the tournament moves. The same structure carries the group schedule, sharing ("Alexa, share Argentina's schedule with Diego and Kyle"), and the voice hints that teach people what to ask next. It sits inside the existing Echo Show home-card system, so it reads as Alexa rather than a one-off event takeover.
From the opener to the final
The World Cup cards ran through the whole tournament, from the opening upset against Saudi Arabia to Argentina lifting the trophy in December.Millions of fans followed their favorite teams and athletes via our Alexa skills and homecards. The followed-team pattern was built to outlast the event: the same states work for any league with a schedule and a score.
