LFC Mission
Liverpool FC’s mission is to become the most fan-centric football club in the world, cultivating the most engaged fanbase globally. To achieve this, the club sought to enhance its digital platforms, ensuring that the experience resonates with its passionate supporters while simplifying the digital interface to prioritise what matters most—football.
LFC Mission
Liverpool FC’s mission is to become the most fan-centric football club in the world, cultivating the most engaged fanbase globally. To achieve this, the club sought to enhance its digital platforms, ensuring that the experience resonates with its passionate supporters while simplifying the digital interface to prioritise what matters most—football.
Liverpool FC’s mission is to become the most fan-centric football club in the world, cultivating the most engaged fanbase globally. To achieve this, the club sought to enhance its digital platforms, ensuring that the experience resonates with its passionate supporters while simplifying the digital interface to prioritise what matters most—football.
LFC Intro Image
LFC Intro Image
User Research: Understanding Fans' Needs
Our journey began with deep user research, placing fans at the core of the design process. By creating personas, mapping out user journeys, and conducting focus groups, we identified key pain points in the current experience. Fans expressed frustration with cluttered interfaces, over-commercialisation, and a lack of focus on the sport. This research revealed a clear opportunity to simplify the digital experience, prioritise football, and create a platform that truly resonated with the fans.
User Research: Understanding Fans' Needs
Our journey began with deep user research, placing fans at the core of the design process. By creating personas, mapping out user journeys, and conducting focus groups, we identified key pain points in the current experience. Fans expressed frustration with cluttered interfaces, over-commercialisation, and a lack of focus on the sport. This research revealed a clear opportunity to simplify the digital experience, prioritise football, and create a platform that truly resonated with the fans.
Our journey began with deep user research, placing fans at the core of the design process. By creating personas, mapping out user journeys, and conducting focus groups, we identified key pain points in the current experience. Fans expressed frustration with cluttered interfaces, over-commercialisation, and a lack of focus on the sport. This research revealed a clear opportunity to simplify the digital experience, prioritise football, and create a platform that truly resonated with the fans.
Design Direction: Simplifying the Fan Experience
The insights from the research led to a clear design direction: strip back complexity and focus on football. Both the club and fans shared a desire to remove excessive ads and distractions, keeping the focus firmly on the sport. Our goal was to create an intuitive and clean interface that felt personal, engaging, and tailored to fans’ needs—providing an easy way to follow match updates, engage with content, and connect with the club.
Design Direction: Simplifying the Fan Experience
The insights from the research led to a clear design direction: strip back complexity and focus on football. Both the club and fans shared a desire to remove excessive ads and distractions, keeping the focus firmly on the sport. Our goal was to create an intuitive and clean interface that felt personal, engaging, and tailored to fans’ needs—providing an easy way to follow match updates, engage with content, and connect with the club.
The insights from the research led to a clear design direction: strip back complexity and focus on football. Both the club and fans shared a desire to remove excessive ads and distractions, keeping the focus firmly on the sport. Our goal was to create an intuitive and clean interface that felt personal, engaging, and tailored to fans’ needs—providing an easy way to follow match updates, engage with content, and connect with the club.
Overview
Overview
Video
Video
Micro interactions
Micro interactions
Modular Design System: Scalable and Consistent
A key challenge in the project was ensuring that the design could scale as Liverpool FC continues to grow and evolve. To meet this need, we adopted a modular design system based on Atomic Design principles. This system allowed for flexibility, making it easy to manage versions and maintain consistency across the digital platform. By breaking down the design into smaller, reusable components, we ensured that the experience would be adaptable to future updates, whether for new features, changes in branding, or evolving fan needs. This modular approach also streamlined the design process, creating a cohesive and consistent experience across multiple touchpoints.
Modular Design System: Scalable and Consistent
A key challenge in the project was ensuring that the design could scale as Liverpool FC continues to grow and evolve. To meet this need, we adopted a modular design system based on Atomic Design principles. This system allowed for flexibility, making it easy to manage versions and maintain consistency across the digital platform. By breaking down the design into smaller, reusable components, we ensured that the experience would be adaptable to future updates, whether for new features, changes in branding, or evolving fan needs. This modular approach also streamlined the design process, creating a cohesive and consistent experience across multiple touchpoints.
A key challenge in the project was ensuring that the design could scale as Liverpool FC continues to grow and evolve. To meet this need, we adopted a modular design system based on Atomic Design principles. This system allowed for flexibility, making it easy to manage versions and maintain consistency across the digital platform. By breaking down the design into smaller, reusable components, we ensured that the experience would be adaptable to future updates, whether for new features, changes in branding, or evolving fan needs. This modular approach also streamlined the design process, creating a cohesive and consistent experience across multiple touchpoints.
Design System
Design System
Video DS
Video DS
Outcome quote
Liverpool FC’s digital experience now puts fans first—seamless, intuitive, and entirely focused on the sport. By stripping away distractions and simplifying interactions, the club has strengthened its connection with supporters, fostering deeper engagement and making every fan feel closer to the game. This is a bold step toward becoming the most fan-centric club in football.
Outcome quote
Liverpool FC’s digital experience now puts fans first—seamless, intuitive, and entirely focused on the sport. By stripping away distractions and simplifying interactions, the club has strengthened its connection with supporters, fostering deeper engagement and making every fan feel closer to the game. This is a bold step toward becoming the most fan-centric club in football.
Liverpool FC’s digital experience now puts fans first—seamless, intuitive, and entirely focused on the sport. By stripping away distractions and simplifying interactions, the club has strengthened its connection with supporters, fostering deeper engagement and making every fan feel closer to the game. This is a bold step toward becoming the most fan-centric club in football.