WEBSITE DESIGN & BRANDING

England Football Learning
Creating the home of
football learning

MY ROLE

Lead UI designer
Design system
Branding
Art direction

CLIENT

The FA

Overview

The England Football Learning Hub was established to provide access to football qualifications and learning opportunities for everyone, whether they are pursuing it as a hobby or a career. These individuals form the foundation of the sport, and by offering them inclusive, diverse, and engaging learning experiences, we empower them to create lessons that are also inclusive, diverse, and engaging. This, in turn, contributes to the improvement of the game from within and generates a positive impact.

Serving as the Lead UI Designer for the EFL project, I undertook a range of responsibilities that significantly contributed to its success. My role encompassed crafting the EFL brand and its strategic direction, giving the project a distinct identity. As a core member of the UX design team, I actively participated in shaping features, spanning from initial ideation to ultimate delivery, while consistently prioritizing a user-centric approach throughout the design journey. Working closely with the FA’s Business Analysts, I ensured a comprehensive understanding of features and their precise execution by the Development team in accordance with specifications. Furthermore,
I collaborated closely with the Front-end team to ensure the project's output met high-quality standards.

Personalised homepage, giving learners a tailored experience based on their needs and career objectives

Index pages that make finding relevant content a quick and easy process

From our user research, we found that our users were time-poor, so we added a sticky ‘on this page anchor
links to help aid users find what they want from articles fast.

Visually impactful course pages that capture the essence of what the course has to offer and allow users to book their place.

Interactive learning

One of the key new features of EFL is interactive learning, providing users with an engaging and enjoyable way to gain informal knowledge.

As a member of the UX team, I played a pivotal role in the development of the feature by conducting a series of workshops. This involved contributing to the indexation, refining user flow, and creating the final high-fidelity designs.

The feature is poised for an upcoming launch and is expected to contribute significantly to the FA's efforts in supporting learners' development in football, aligning with one of their key objectives (KIP).

Part of the brief was to gamify the interactive learning, aiming to enhance the
feeling of it becoming enjoyable. Users earn trophy icons when they complete a quiz.

Learner profile

The foundation of this is a learner profile which acts as a central point of reference and learning, while connecting the user with the appropriate content across the learning hub and other digital products within The FA.

The learning hub offers learners their own learner profile, with public and private areas allowing them to expand their presence and knowledge significantly more easily than ever before. The public section, their bio, allows users to create and share their learner profiles in order to build their professional networks.

Design impact

74%

increase in the average monthly page views during the first month after launch, compared to the average views from the previous learning site, measured between Sept – Oct 2022. A notable achievement for a new site.

83%

An increase of 640,000 learners by June 2023 since launch in Sept 2022.  This represents 83% of our target with three months remaining

141%

A 5.5 million increase in interactions with content by June 2023, since launch in Sept 2022. This represents 141% of our target with three months remaining.

32%

of monthly users are active users – classified as ‘very good’ by industry standards.