Pronostici Naturali, football analysis and predictions platform case study.
A full-scope digital product case study built around football data, platform evolution, product ownership and long-term growth.
Client
Bootstrapped project
Industry
Sports betting
Role
Founder & Product Owner
Scope
Product management, full lifecycle, brand & visual identity, product design, technical coordination, content strategy, marketing, social media, analytics, merchandise.
Links
App / Website / Android app
Project overview.
Pronostici Naturali is a proprietary football statistics platform created to support football enthusiasts in data analysis and promote a responsible, enjoyable and rewarding approach to betting.
The platform started as a free web app in 2019, evolved into a paid model with sports data integration in 2020 and later expanded into a complete digital product with more leagues, deeper statistics, live data, a product website, an Android app and continuous platform evolution.
Full project ownership.
The case covers the full lifecycle of a bootstrapped digital product, from product strategy and platform logic to brand, content, analytics, marketing and technical coordination.
My role combines founder responsibility, product ownership and direct operational involvement across strategic, creative, analytical and technical areas.
Main areas of work.
- Product strategy, platform and app evolution.
- Product design and UX/UI.
- Design system and component logic.
- Website design and WordPress development.
- Analytics, tracking and reporting.
- Brand identity and visual system.
- Content strategy, SEO and editorial production.
- Marketing, newsletter and social media.
- Merchandising and brand extensions.
- Customer support and user feedback.
- Technical coordination with developers and providers.
- AI workflows for development support, analysis and optimization.
Challenge and product complexity.
Pronostici Naturali operates outside bookmaker services, but the platform presents a UX/UI complexity close to betting platforms because of its data-heavy interface.
The main challenge was to propose a different betting analysis model while supporting users with different levels of experience, from analytical users and rational bettors to cautious learners and long-time enthusiasts.
Making complex football data usable.
- Pre-match, live and finished match analysis.
- League navigation.
- Match details.
- Statistics, trends and insights.
- Tips and historical performance tracking.
- Example bet slips and bet builder.
- Bet slip creation and bet tracking.
- Subscription and access flows.
- Responsive experience for data-heavy mobile usage.
Research and quantitative analysis.
The research phase included data from registrations, purchases and renewals across multiple seasons, with attention to the differences between the free access model, the paid model and the latest platform version.
Analytics work included Google Tag Manager, Google Analytics 4, Google Search Console, UTM tracking, social data from YouTube Studio, Meta Pixel and Spotify, and Microsoft Clarity.
These tools helped evaluate user behaviour, traffic quality, search visibility, device usage, key interactions and conversion paths across the website, web app and full user journey.
Competitor analysis.
The research included direct paid betting competitors, football statistics websites and traffic-monetisation platforms, with additional references from bookmakers and finance interfaces.
This helped compare mental models, data presentation, stats, tips and previews, and define a clearer product experience for Pronostici Naturali.
What the data revealed.
- Registration and purchase trends.
- User demographics and geographical distribution.
- Device, browser and screen behaviour.
- Organic traffic and search visibility.
- Key button clicks and form submissions.
- Subscription success events.
- Scroll depth and engagement signals.
- Mis-clicks and low-interaction areas.
- Content and SEO opportunities.
- Campaign sources and newsletter performance.
Qualitative research and user feedback.
Qualitative feedback came from emails, contact forms, Trustpilot reviews, Amazon book reviews, social media messages and direct conversations with users.
A selected group of users took part in remote interviews and prototype sessions. Each participant received a free seasonal subscription, with interviews focused on device usage, first access, navigation, feature relevance, board usage, bet slip logic, trends and data clarity.
Key issues from user research.
- Performance slowdown affected perceived quality.
- Visual density needed better control.
- The delay-based model required clearer explanation.
- Betting tips had clear perceived value.
- Users still relied heavily on traditional stats and odds.
- Many users used Excel to track strategies and results.
- Most users struggled to achieve consistent betting results.
Personas, affinity map and UX strategy.
Research data supported four representative user profiles.
- Analytical users.
- Experienced enthusiasts.
- Cautious learners.
- Rational bettors with a methodical approach.
Insights from user interviews, platform data, direct betting analysis experience and stakeholder input were organized into an affinity map in FigJam.
The affinity map grouped issues, goals and opportunities across usability, data, features, visual design and technical performance.
This process helped define a realistic roadmap with essential, primary and secondary requirements for the latest version.
Key UX strategy activities.
- Personas and user stories.
- How Might We questions.
- Information architecture.
- User flows.
- Journey mapping.
- Entry flow redesign.
- Registration and verification flows.
- Paywall and subscription logic.
- Free and paid user paths.
- Bet slip and saved data flows.
From research to product structure.
HMW questions helped translate research into design hypotheses for the latest version of Pronostici Naturali. The work focused on making the delay model easier to understand, reducing steps to save a bet slip, improving visual density, clarifying trends and increasing perceived speed in critical interactions.
Information architecture, user flows and journey mapping then defined the main product paths: login, registration, email verification, paywall, purchase, post-login navigation, bet slip creation and saved data access.
This phase created the bridge between research and prototyping, turning user needs, platform complexity and business constraints into concrete product decisions.
Product design and prototyping.
The latest version required a structured prototyping phase because the platform had to manage dense football data, multiple match states and critical user flows.
The product design work had to balance data depth, usability, accessibility, technical feasibility and visual clarity.
Main UX/UI challenges.
- Unified desktop and mobile experience.
- Calendar navigation across past, current and upcoming days.
- Navigation across multiple leagues and match states.
- Management of 18 odds in the bet slip.
- Single and multiple bet slip creation.
- Saved bet slip archive and editing logic.
- Potential winning calculations.
- Dual team view with mirrored statistics.
- League data and team-specific data across tabs.
- Live match events inside match detail pages.
- Visual density control for data-heavy screens.
Hf-Fi Bet slip
Live platform Bet slip
Design system and interface logic.
The design system has been structured in Figma to define interface logic, visual rules, component behaviour and responsive patterns. The system evolves together with the platform and provides a scalable foundation for high-fidelity prototyping, developer handoff, UI consistency and future product consolidation.
Design system foundations and components.
- Semantic color tokens for page structure and functional feedback.
- Component states for navigation, match states and interactions.
- Buttons, tabs, inputs, cards and navigation blocks.
- Match elements and bet slip components.
- Iconography and visual assets.
- Component variables and naming logic.
- Auto-layout and responsive rules.
- Realistic sample content for data validation.
- Functional specifications for developer handoff.
- Interactive prototypes for key flows and screens.
AI workflows and recent evolution.
Pronostici Naturali was born before the current AI acceleration. Today, AI supports a dedicated layer of ongoing evolution across research, UX review, content, troubleshooting, code analysis, QA, technical documentation and development preparation.
AI now also supports product design and prototyping workflows, including MCP-based tools and AI design environments connected to Figma. This helps validate UX ideas faster, improve UI decisions and generate structured material from concept to prototype more efficiently.
On the development side, AI and Codex-based workflows help prepare prompts, clarify frontend and backend logic, analyze code, support issue resolution and translate product requirements into actionable development tasks.
The value comes from combining AI speed with product knowledge, platform context and direct implementation control.
Android app.
The product evolution also includes the Android app, created as a PWA-based extension of the platform and published on Google Play.
It is not a native app, but it gives Pronostici Naturali a real mobile presence, easier access from Android devices and a stronger position as a product ecosystem beyond the web platform.
Platform, website and technical coordination.
Pronostici Naturali uses a Next.js React frontend and a Laravel backend. Although I am not a developer, I actively contribute to new features through product logic, UX/UI definition, functional specifications, testing, issue clarification and AI-supported development preparation.
Explaining football logic, prediction logic and platform behaviour requires close collaboration with developers and practical understanding of frontend, backend, API, database and server constraints.
Main technical challenges.
- Front-end and back-end collaboration.
- Functional specifications for platform implementation.
- API and data logic clarification.
- Database query understanding.
- Testing and issue verification.
- Data provider support coordination.
- Server operations and SSL renewals.
- Updates and security measures.
- Performance and implementation checks.
Website and content system.
The product website was designed in Figma and developed in WordPress with Elementor Pro as a structured acquisition and support tool for the platform.
- Product pages and platform explanation.
- How-it-works sections.
- FAQ and support content.
- Conversion-oriented user flows.
- Product copy and SEO-oriented writing.
- Blog content management with more than 350 articles.
- YouTube videos, analysis, tutorials and guides.
- SEO content supporting visibility, education and user acquisition.
Tracking, analytics and performance measurement.
Tracking and analytics form a key part of the project. Google Tag Manager, GA4, Google Search Console, Looker Studio and Microsoft Clarity support measurement across website and web app.
Custom events track registrations, ecommerce funnel steps, bet slip usage, match filters, stats tab clicks and other engagement signals.
Looker Studio reports combine GA4, GSC and YouTube data to monitor SEO, acquisition, engagement, purchase behaviour, geo insights, content performance and behavioural patterns.
Customer support and continuous feedback.
Pronostici Naturali provides human, direct and fast support to solve real user problems. When useful, support can also include calls or video calls, keeping the relationship practical, personal and close to the product experience.
Support activity also helps identify recurring UX issues, unclear communication, user doubts and opportunities for improvement.
Brand identity and visual system.
Pronostici Naturali includes a complete brand identity, from naming and registered trademark to logo, symbol, color palette, visual system and digital applications.
The brand concept connects natural patterns, recurring football dynamics and analytical observation. The symbol combines a dynamic victory shape with a star of triumph, supported by a green palette linked to football and the organic nature of the model.
The visual identity evolved with the platform, extending into digital channels, social formats, editorial content, merchandise and brand applications.
Content, marketing and community.
Pronostici Naturali includes a broad content and marketing ecosystem designed to educate users, support launches and create trust in a sector often marked by skepticism.
- Social visual formats in Figma.
- YouTube videos and livestreams.
- Short videos and reels.
- Podcasts on Spotify.
- Newsletter and automation flows through Brevo.
- Seasonal promo campaigns.
- Trustpilot reviews.
- Amazon book (IT/EN) and Amazon Ads.
- Occasional Meta Ads campaigns.
- LinkedIn and F6S presence for B2B visibility.
- Community comments and direct messages.
Advertising activity remains limited by sector restrictions. This makes the growth of Pronostici Naturali more meaningful, with visibility and acquisition driven mainly by organic communication.
The project also includes an Amazon book in Italian and English, created to explain the Pronostici Naturali approach, strengthen educational content and extend the platform beyond the digital product.
Merchandising and brand extensions.
Pronostici Naturali also expanded into branded product lines through Fourthwall. The Kickoff Drop Collection connected football passion and analytical mindset through wearable design.
Merchandising activity included tees, hoodies, mugs, caps, FB/IG Shops setup and preparation for future YouTube channel integration.
This extension helped test how the brand could move beyond digital touchpoints and create future opportunities for community and content activation.
Results and current status.
Since the release of the latest version, Pronostici Naturali improved across key areas: registrations, conversions, engagement with new features, SEO visibility and social growth.
The latest 2025/26 season developments, especially the 7-day free trial and the example bet slips available to both subscribed and free users, had a positive impact on registrations and generated new conversions.
Future direction.
The next step is to keep evolving Pronostici Naturali with new features, more leagues, AI-supported betting analysis and stronger B2B or investment opportunities.
The direction remains practical: give users clearer data, better tools, more useful insights and concrete support to make more informed betting decisions.