The Football Association, a.k.a. TheFA, is English football's governing body and is responsible for overseeing all aspects of the amateur and professional game
It was my responsibility to unearth new opportunities and solve for their existing customer experience challenges.
Approach:
As with any project, I started by identifying the user types.
Successful product development requires a harmonious blend of roles, flows, and functionalities.
We used a simple approach – posting sticky notes in our room to identify and understand various user types.
We dissected and merged this input with user feedback, providing stakeholders with crucial insights to drive changes aimed at boosting Monthly Active Users (MAU).
Helping lead their internal design team to strategically incorporated brand-related modules, utilizing images, fonts, colors, and WCAG to achieve a successful platform redesign maintaining a consistent brand presence throughout the product's pages.
Identified multiple new sources for customer & employee experience improvements
Reduced customer experience frustrations from 32% to 11%
Improved the referee experience in managing player and club interactions
Improved the NPS score from 19 to 32.
Client Feedback
"Joey is one of those rare people you encounter in life that will make you believe anything is possible. Joey's "can-do", roll up your sleeves and get it done attitude are the kind of nimble, creative attitude that is a game changer for business - both as a partner to the Marketing team, and his clients."
"No task or challenge is insurmountable within the deadline needed. His passion for design, coupled with his deep technical skills, make him an invaluable creative leader, adviser, teacher, mentor, partner and team member."
Karolina Kocalevski
Digital Transformation at Orion Innovation
Let's break boundaries,
challenge norms,
and craft the
extraordinary together
Together, let's pioneer uncharted realms, shatter conventions, and sculpt brilliance that transcends the ordinary