CASE STUDY

RedBull - UI / UX
Alternative Sports 360°

Two skydivers exiting an airplane in mid-air, one wearing a colorful jumpsuit and goggles, and the other in a white suit, against a clear blue sky.

Role highlights:

• Brand strategy
• Product design
• UX prototyping
• Business planning
• Visual systems
• Stakeholder alignment

Red Bull Alternative Sports logo with smartphone showing wing suit flyer emerging, alongside color swatches

Brief "Alternative Sports 360°" was a multi-sport platform concept developed from my own skysurfing background and ESPN media experience. I led UX, branding, and strategy, transforming it into a fully realized app in collaboration with Red Bull Media House—complete with prototypes, business plans, and design systems.

Audience Targeted at adrenaline-fueled sports enthusiasts looking for an immersive, all-in-one platform to explore, share, and connect through alternative sports.

Approach I developed a cohesive vision through UX/UI design, brand systems, and business strategy. From low-fidelity wireframes to high-fidelity prototypes, I collaborated closely with Red Bull’s product stakeholders to align on both design language and market viability. A central design system ensured consistency across the platform.

Outcome The project evolved into a polished, production-ready app embraced by Red Bull for its design integrity, strategic clarity, and brand alignment. The user experience offered an engaging and seamless interface, and the product architecture laid the groundwork for potential future integration into Red Bull’s content and commerce ecosystem.

Three smartphones displaying a snowboarding app interface with options for tricks, side-by-side photo comparisons, and piste information, including weather updates and 3D maps. Buttons and icons are annotated in German.

Wireframe / Prototypes

A person sky surfing above a landscape with a lake, wearing a blue and white jumpsuit and goggles, holding a snowboard.
Infographic titled "extrem goes alternativ" about the rise of extreme sports starting in the mid-1990s with ESPN's X Games. It includes a line graph illustrating the increase in alternative sports expenses from 2005 to 2010, segmented into equipment, footwear, clothing, and transport. Text quotes discuss the mainstreaming of extreme sports. A timeline from 1990 to 2010 highlights significant events like ESPN airing the first X Games and snowboarding becoming an Olympic sport.
Infographic titled "A Typical Alternative Sports User" highlighting characteristics of alternative sports fans. Describes Risk Takers, Early Adopters, Information Seekers, Style and Brand Conscious individuals. Includes demographics: Age 25-31, Project Managers earning over $95,000, spending $350 monthly on sports. Favorite sports: Mountain biking, climbing, surfing; favorite magazines: Outside, Bicycling. Visual elements depict interests in skydiving, climbing, snowboarding, surfing. Emphasizes savvy, educated, entrepreneurial attributes.

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