--- title: User journey intro: The stages a fan goes through, from first seeing XSERIES to waiting for the next edition, with today's touchpoints, the problems, and the role of the digital product. updated: 1 Nov 2026 status: Hipotesis --- ## Six fan stages The journey map below splits the fan experience into six stages, from first seeing XSERIES to waiting for the next edition. The stage names are standard marketing and UX terms, and they are also used in [Product references](/strategy/referensi-produk/). | Stage | What it means | XSERIES example | |---|---|---| | Awareness | First learning that XSERIES exists | Seeing an IG reel of Ricardinho or a creator repost | | Consideration | Interested and finding out more: what is it, is it fun | Opening the FAQ highlight and getting confused by X Cards | | Decision | Deciding to buy a ticket or to watch | Comparing section prices, then clicking through to GOERS | | Match day | While the match is on, at the venue or on YouTube | Watching and wondering which card is active | | Post-match | After the match ends | Looking for highlights, results, and the MVP | | Retention | Through the gap until the next edition | Following team stories and joining the XS-4 presale waitlist | ## Journey map Read each column from left to right. The **Problem** row shows where fans are lost today. **Goals** shows what each stage must achieve ([Goals](/strategy/tujuan/)), **HMW challenges** are the design questions to answer so that goal is reached ([Challenges & HMW](/strategy/tantangan-hmw/)), and **Success when** is the sign the stage works ([KPI](/strategy/kpi/)). ```viz-journey rows: Today | Problem | Role of the digital product | Goals | HMW challenges | Success when ## Awareness - IG reels, creator reposts, media articles - No place to go after getting interested - A landing page that explains XSERIES in 10 seconds - [B4](/strategy/tujuan/#goal-b4), [B3](/strategy/tujuan/#goal-b3) - [HU6](/strategy/tantangan-hmw/#q-hu6), [HB3](/strategy/tantangan-hmw/#q-hb3), [HB4](/strategy/tantangan-hmw/#q-hb4) - 5-second test: participants can say what XSERIES is · IG visitors go on to a second page ## Consideration - FAQ highlight, Bola.com article - Card rules are hard to understand from stories - A How to Play page with visual cards - [U1](/strategy/tujuan/#goal-u1) - [HU1](/strategy/tantangan-hmw/#q-hu1) - 4 of 5 test participants can explain the X Card · time on How to Play ## Decision - TICKET highlight, GOERS - Prices for 4 sections × 3 ticket types are confusing ([XSERIES-3 tickets](/research/tiket-xseries-3/)) - Seat map and ticket comparison, deep link to GOERS - [U2](/strategy/tujuan/#goal-u2), [B1](/strategy/tujuan/#goal-b1) - [HB1](/strategy/tantangan-hmw/#q-hb1) - UTM-tagged clicks to GOERS per source · fewer CS questions about tickets ## Match day - Venue, GOS YouTube (members) - Viewers don't know which card is active - Match Center: score, active cards, predictions, MVP vote - [U3](/strategy/tujuan/#goal-u3), [T2](/strategy/tujuan/#goal-t2) - [HU2](/strategy/tantangan-hmw/#q-hu2), [HU5](/strategy/tantangan-hmw/#q-hu5), [HB2](/strategy/tantangan-hmw/#q-hb2), [HT1](/strategy/tantangan-hmw/#q-ht1), [HT2](/strategy/tantangan-hmw/#q-ht2) - Average ≥ 2 interactions per live user · the site stays up on match day ## Post-match - YouTube highlights, IG reposts - No archive of results and moments - Edition archive, best moments, card collection - [U4](/strategy/tujuan/#goal-u4), [B4](/strategy/tujuan/#goal-b4) - [HU7](/strategy/tantangan-hmw/#q-hu7), [HU3](/strategy/tantangan-hmw/#q-hu3) - Moments shared per match · archive visits in the week after the event ## Retention - IG goes quiet until the next announcement - Attention is lost during the gap between editions (12 months from XS-2 to XS-3) - Waitlist, off-season content, staged reveals - [B3](/strategy/tujuan/#goal-b3), [U4](/strategy/tujuan/#goal-u4) - [HU4](/strategy/tantangan-hmw/#q-hu4), [HB5](/strategy/tantangan-hmw/#q-hb5), [HT4](/strategy/tantangan-hmw/#q-ht4) - Registered fans at 5–10% of IG followers · 30/90-day retention ``` Stages 1 to 3 are answered in Phase 1 (before the event), stage 4 in Phase 2 (during the event), and stages 5 and 6 in Phase 3 (after the event). See [Features & priorities](/strategy/fitur-dan-prioritas/). ## From stage to challenge Read each stage as one chain. If a link is empty, that stage has no answer yet. ```viz-flow ## Stage kicker: Journey tone: research - Where the fan is, and where they are lost today ## Goal kicker: B · U · T tone: strategy - What must be achieved at this stage ([Goals](/strategy/tujuan/)) ## HMW challenge kicker: Design question tone: strategy - "How might we…" so the goal is reached ([Challenges & HMW](/strategy/tantangan-hmw/)) ## Feature kicker: Answer tone: product - Ideas that pass the workshop go into [Features & priorities](/strategy/fitur-dan-prioritas/) ## Success when kicker: Measure tone: visual - The sign the stage works ([KPI](/strategy/kpi/)) ``` The map below shows which HMW guards each stage. Every stage has a user-side HMW, including **Awareness** ([HU6](/strategy/tantangan-hmw/#q-hu6)) and **Post-match** ([HU7](/strategy/tantangan-hmw/#q-hu7)). ```viz-matrix cols: Awareness | Consideration | Decision | Match day | Post-match | Retention corner: HMW legend2: Guards this stage legend1: Helps - HU6 Get XSERIES in 10 seconds | 2 | 1 | 0 | 0 | 0 | 0 - HB3 Recognized across editions | 2 | 0 | 0 | 0 | 1 | 1 - HB4 Fans outside Indonesia | 2 | 1 | 1 | 0 | 0 | 0 - HU1 Understand the X Card | 1 | 2 | 1 | 1 | 0 | 0 - HB1 IG content → seat | 1 | 0 | 2 | 0 | 0 | 0 - HU2 Cards readable during live | 0 | 1 | 0 | 2 | 0 | 0 - HU5 Present from YouTube | 0 | 0 | 0 | 2 | 0 | 0 - HB2 Sponsors in the moment | 0 | 1 | 0 | 2 | 1 | 0 - HT1 Withstand spikes | 1 | 0 | 1 | 2 | 0 | 0 - HT2 Live fallback | 0 | 0 | 0 | 2 | 0 | 0 - HU7 Moments easy to share | 0 | 0 | 0 | 1 | 2 | 0 - HU3 Care about teams | 0 | 0 | 0 | 1 | 2 | 1 - HU4 Between editions | 0 | 0 | 0 | 0 | 1 | 2 - HB5 Proof of audience | 0 | 0 | 0 | 0 | 0 | 2 - HT4 Trusted data | 0 | 0 | 1 | 0 | 0 | 2 - HT3 Fast updates | 1 | 1 | 1 | 1 | 1 | 1 ``` **Match day** is the busiest stage (five HMWs), so it carries the most risk if Phase 2 is cut. **Decision** is guarded by only one HMW, even though it is the main conversion point: if [HB1](/strategy/tantangan-hmw/#q-hb1) fails, goals [B1](/strategy/tujuan/#goal-b1) and [U2](/strategy/tujuan/#goal-u2) fail with it. ## Key moments The four moments that matter most, grouped by phase. The label in the corner of each note is the journey stage. ```viz-notes why: Why it matters: ask: What to prepare: ## Phase 1 · Before the event tone: yellow - **1. First time seeing a card played** | The "wow" moment that sets XSERIES apart | Must be easy to understand on one screen | Consideration - **2. Ticket checkout** | The main conversion point | Reduce questions before the fan moves to GOERS | Decision ## Phase 2 · During the event tone: pink - **3. A comeback thanks to a card** | The moment most likely to go viral | Clips and automatic share cards | Match day ## Phase 3 · After the event tone: mint - **4. Announcement of the next edition** | The end of the gap between editions, whose length is not fixed | Fans on the waitlist must know first | Retention ``` > [!TIP] > For a full visualization, this journey can be developed into a service blueprint once the event operations team is involved. Examples of other products that already solve the problem at each stage, with screenshots, are in [Product references](/strategy/referensi-produk/). ## Research basis - Fans first hear about XSERIES from IG reels, creator reposts, and media articles: [Instagram content audit](/research/audit-konten-instagram/#content-patterns-that-work) and [Digital touchpoints](/research/touchpoint-digital/#current-fan-flow), from [Instagram @xseries___](https://www.instagram.com/xseries___/) - Fans look up the rules on Google and in media articles such as Bola.com and Detik: [Digital touchpoints](/research/touchpoint-digital/#current-fan-flow), from [Bola.com](https://www.bola.com/indonesia/read/6258652/xseries-2-sajikan-sportainment-5v5-dengan-aturan-unik-dimeriahkan-bintang-nasional-hingga-dunia) and [Detik](https://sport.detik.com/sepakbola/liga-indonesia/d-8310221/dua-legenda-futsal-ricardinho-falcao-janjikan-hiburan-kelas-satu) - XS-3 tickets come in 4 sections × 3 ticket types: [XSERIES-3 tickets](/research/tiket-xseries-3/#ticket-types), from [GOERS](https://www.goersapp.com/events/xseries-3--xseries3) - Full matches are for GOS YouTube members only: [Digital touchpoints](/research/touchpoint-digital/#current-fan-flow), from [YouTube @gamesofsociety](https://www.youtube.com/@gamesofsociety) - There is no archive of results and moments yet. The only structured archive is on Lapangbola: [Digital touchpoints](/research/touchpoint-digital/#gaps-found), from [Lapangbola](https://live.lapangbola.com/tournaments/fixtures/klasemen-x-series-2025) - The gap between editions is not fixed (4 months from XS-1 to XS-2, 12 months from XS-2 to XS-3), and XS-4 has not been announced: [Format & rules](/research/format-dan-aturan/#is-there-an-xs-4-and-how-often-is-xseries-held) and [F13](/research/pertanyaan-terbuka/#q-f13) - Cards can make the score jump. The XS-1 final ended 16–15: [Format & rules](/research/format-dan-aturan/#scoring-implications) and [Edition timeline](/research/timeline-edisi/#xseries-1-2025), from [Lapangbola](https://live.lapangbola.com/tournaments/fixtures/klasemen-x-series-2025) - Viewers cannot tell which card is active. This is the documentation team's conclusion and has not been tested: [Format & rules](/research/format-dan-aturan/#scoring-implications) - IG goes quiet until the next announcement: no source yet, needs client confirmation - The solutions and metrics at each stage are the design team's proposal and have not been validated by the client: [Open questions](/research/pertanyaan-terbuka/)