BVB Jersey Customizer — A New Standard for Interactive Fan Retail

The BVB Jersey Customizer transforms the moment of buying a shirt into something emotional, interactive, and entirely personal. Installed inside Borussia Dortmund’s official fan shop, the system allows visitors to design their own team jersey — live, on-site, and fully connected to real production.

Several BVB Jersey Customizer terminals inside the Borussia Dortmund FanWelt, where visitors can design and order their personalized jerseys directly. The sleek touchscreen kiosks integrate seamlessly into the club’s retail architecture.

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Interactive Fan Retail — How the BVB Jersey Customizer Reinvents the Fan Shop

Fans approach a digital touch terminal where they can customize their Borussia Dortmund jersey in just a few steps:choose a player or enter their own name, select a number, pick badges or patches, and see an instant 3D preview of the final design.

Once confirmed, the order automatically transfers into the club’s retail infrastructure — connecting directly to the point-of-sale and production systems.No manual entry, no delays — just a fluid experience from idea to finished product.

Close-up view of the interactive terminal where fans can personalize Borussia Dortmund jerseys in re

Inside the BVB store, fans use digital kiosks to create their own jerseys while browsing merchandise

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UI/UX Design — Intuitive, Emotional, and On-Brand

The interface design of the Customizer was developed with the fan in mind:large, cinematic visuals, clear typography, and a step-by-step flow that mirrors the simplicity of a mobile app but feels premium and spatially integrated in the store environment.

Every screen was designed to reflect Borussia Dortmund’s brand identity — from color and motion to the tone of language.The 3D jersey preview reacts in real time, creating a sense of direct connection between fan and product.The interface doesn’t explain — it invites interaction.

The entry screen guides fans smoothly into the process with brand-consistent visuals, BVB colors, an

Minimal and clear interface guiding users through size selection before personalization, highlightin

The interface allows fans to choose between player or individual name prints, dynamically updating p

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Automated and Data-Driven Configuration

Behind the scenes, the Customizer draws its content directly from the club’s central product database.

All items, options, and price information are synchronized automatically with the existing POS system, ensuring that what fans see on screen is always current — from available jersey editions to seasonal patches or player updates.

This automation means:

• no manual updates for staff,

• consistent pricing and stock data,

• and the ability to scale the system to new products or clubs effortlessly.

  
  

The Customizer doesn’t just look dynamic — it truly is.

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Smart Production and Queue Management

A major innovation within the project lies in its production and queue system — designed to make both the fan and staff experience smoother.

Once a jersey is ordered, the data flows directly to the in-store production team, where each shirt is prepared, printed, and packaged under a live digital queue.Fans no longer have to wait in line: they receive a digital ticket or notification when their personalized jersey is ready for pickup.

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The system also supports sustainable operations:

• No paper tickets or manual coordination,

• Reduced waiting times and idle staff moments,

• Clear, real-time status tracking for every order.

  
  

It’s efficient, resource-conscious, and enhances the overall store atmosphere by keeping energy where it belongs — in the experience itself.

The in-store production team monitors jersey orders through a live digital queue system. Orders automatically assigned, reviewed, controlled and updated optimizing flow and sustainability.

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My Role

As a company, we were responsible for project management, frontend development, and overall concept design. My personal focus lay in shaping the idea, defining the system logic, and connecting the disciplines of experience design, user interface, and retail technology into one cohesive solution.

Projects like this are always collaborative efforts, and many talented partners contributed to making it possible. A big thanks goes out to everyone involved — from the club’s retail team to the production specialists who helped turn the concept into reality.

My tasks included:

• Structuring the concept and user journey,

• Defining the core logic and configurator flow,

• Guiding the UI/UX design process, from first layouts to interactive prototypes,

• Coordinating the connection between data, POS, and production systems,

• And ensuring the entire installation runs smoothly — both for fans on site and for staff behind the scenes.

  
  

The goal was never to overcomplicate, but to make technology invisible — to let fans simply enjoy the moment of creating something that feels truly personal.

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Result

The BVB Jersey Customizer is a perfect example of interactive fan retail, combining personalization, live production, and digital convenience into a single seamless experience.

For Borussia Dortmund, it’s a step towards the future of fan engagement.For me, it’s a perfect example of how digital design, brand storytelling, and operational innovation can come together to create something that truly connects.

The physical integration of merchandise and interactive technology turns the retail space into a hybrid between showroom and digital production hub.

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Outlook — Scalable for Other Clubs and Sports Brands

The learnings and architecture behind the BVB Jersey Customizer go far beyond a single club.

Its modular design makes it adaptable for other sports organizations, brands, or merchandise concepts — from football to basketball, motorsport, or even lifestyle retail.

I see significant potential for clubs and brands to use this system as a foundation for their own personalized fan experiences.

It combines measurable value with emotional engagement — and that’s a formula every modern sports brand can benefit from.