Goals: business, user, tech

Goals for the XSERIES digital product from three sides, with measures, initial targets, and phases. This is an initial recommendation from the docs team and may change after the workshop with the client.

Warning
This is an initial recommendation, not yet agreed with the client. Targets are derived from public research (Social media numbers, Digital touchpoints, Competitor landscape). Ticket sales figures, CRM data, and IG demographics are not available yet. See questions What success means and Ticket sales data in Open questions.

North star

The north star is the one main number used to judge whether the digital product is working. Every feature should ultimately help push it up. For XSERIES, that number is registered fans: people who leave an email or WhatsApp number through the waitlist, or create a fan account. The dark tile below is the target: from zero today to 3,000–6,000 fans within 6 months. The other tiles are existing numbers for comparison.

0 → 3K–6K

Registered fans within 6 months

5–10% of the 60.2K IG followers. Baseline today: zero, because there is no system yet

60.2K

IG followers @xseries___

Audience borrowed from Instagram (Social media numbers)

241K

GOS YouTube subscribers

Channel shared with Futsal Series

12 mo

Gap from XS-2 to XS-3

The gap is not fixed (XS-1 to XS-2 was only 4 months) and XS-4 has not been announced. This is the time the digital product needs to fill

Registered fans was chosen as the north star because it is the only number that touches all three sides: business (it can be sold to sponsors and contacted for tickets), user (fans get something in return), and tech (the data is owned).

Three goal pillars

Business

What GOS gets

B1Phase 1
Ticket sales through a measurable path
Measure
Clicks to GOERS with UTM, conversion per source
Initial target
All ticket links carry UTM from launch
B2Phase 1–2
Digital sponsor revenue
Measure
Number of "presented by" assets sold; impressions and clicks per asset
Initial target
1 digital package sold for XS-3
B3Phase 1–3
Owning its own audience (north star)
Measure
Registered fans (waitlist + accounts)
Initial target
5–10% of IG followers within 6 months
B4Phase 2–3
#1 position in 5v5 sportainment in Southeast Asia
Measure
Media citing the official site; traffic from outside Indonesia
Initial target
The site becomes the source media cite

User

What fans get

U1Phase 1
Understand the rules in one screen
Measure
Time on How to Play; usability test
Initial target
4 of 5 test participants can explain an X Card
U2Phase 1
Buy tickets without confusion
Measure
CS questions about tickets
Initial target
Lower than XS-2
U3Phase 2
Take part during matches
Measure
Predictions and MVP votes per user
Initial target
Average ≥ 2 interactions per live user
U4Phase 3
Stay connected outside the season
Measure
30/90-day retention
Initial target
Set after Phase 2

Tech

What must work behind the scenes

T1Phase 1
Fast and accessible on phones
Measure
LCP on 4G; WCAG
Initial target
LCP < 2.5 seconds; WCAG 2.2 AA
T2Phase 1–2
Withstands traffic spikes, with a fallback during live
Measure
Uptime during reveals and on match day
Initial target
Static site + CDN; manual fallback mode
T3Phase 1
Content can be changed without a developer
Measure
Time to update schedule/roster
Initial target
< 15 minutes through the CMS
T4Phase 1
Measurable data that it owns
Measure
Analytics, UTM, event tracking; data consent
Initial target
Complies with PDP Law No. 27/2022

Goals per phase

Each phase has a main goal. The next phase does not start before the main goal of the previous phase has data.

Goal	Phase 1 · Before the event	Phase 2 · During the event	Phase 3 · After the event
Measurable tickets
Digital sponsors
Own audience
Position in SEA
Understand the rules
Buy tickets
Take part during matches
Connected outside the season
Fast & accessible
Withstands spikes
CMS
Owned data

Main focus Supporting

When goals collide

Business wants

DataAsk for email and WhatsApp number at the entrance
SponsorsSponsor logos on every screen
TicketsA "Buy tickets" pop-up on every page

Users want

DataSee the schedule and rules right away
SponsorsA clean screen during matches
TicketsKnow the price and seats first

✓Decision

DataThe waitlist prompt appears after fans get value (finish reading the rules, make a prediction). Product principle 5
SponsorsSponsors attach to game moments ("presented by" on cards), not banners
TicketsThe ticket button stays visible in the header, with no pop-up

The general rule: users win at the entrance, business wins at the point of value. Tech is a requirement, not a goal to negotiate: if the site is slow or down on match day, every other goal fails.

Where these goals come from

Each goal traces back to research and carries forward into features, KPIs, and visual direction. See Connecting the dots for the flow, and Challenges & HMW for the design questions derived from these goals.

Goal	Problem from research	Feature	KPI
Measurable tickets Buy tickets	Tickets only through a bio link to GOERS, ticket FAQ as images (Digital touchpoints)	Ticket page + seat map	Phase 1 KPIs
Digital sponsors	Sponsors only appear on physical assets (Sponsors & partners)	"Presented by" slot	Impressions per asset
Own audience Owned data	No fan data owned by XSERIES	Waitlist, fan accounts	North star
Understand the rules	Card rules only explained by the media (Format & rules)	Card explainer	Time on How to Play
Take part during matches	Viewers do not know which card is active	Match Center	Predictions per user
Connected outside the season Position in SEA	A long gap between editions, 12 months from XS-2 to XS-3 (Edition timeline)	Archive, card collection	30/90-day retention
Fast & accessible Withstands spikes CMS	Traffic spikes during reveals and on match day; small content team	Static site + CMS	LCP, update time

Sources for the numbers and problems on this page:

60.2K IG followers and 241K GOS YouTube subscribers, viewed 1 Nov 2026: Social media numbers, from Instagram @xseries___ and YouTube @gamesofsociety
Tickets through a bio link to GOERS and the ticket FAQ as images: Digital touchpoints, from GOERS
Sponsors only appear on physical assets: Sponsors & partners
No fan data owned by XSERIES: Digital touchpoints
Card rules only explained by the media: Format & rules, from Bola.com
A 12-month gap from XS-2 to XS-3 and 4 months from XS-1 to XS-2, with XS-4 not announced yet (XS-4 schedule): Edition timeline
The 5–10% of IG followers target is a proposal from the design team. There is no benchmark from client data yet.
"Lower than XS-2" has no baseline yet. XS-2 CS question and ticket sales data need to be requested from the client (Ticket sales data What success means).
Viewers not knowing which card is active, traffic spikes, and a small content team are the team's guesses. No data yet, client confirmation needed (Content team).
PDP Law No. 27/2022 has no source link in the research yet. GOS legal should check it.

North star

Three goal pillars

Goals per phase

When goals collide

Where these goals come from

How this page connects

Builds on 11

Used by 19