Create a personalized and integrated customer experience management system for English football that caters for all aspects of the game and provide simple processes for all participants.

Assist internal business stakeholders & external representatives (e.g. clubs, leagues, counties, etc.) in articulating current problems and future objectives in order to ensure alignment with IT vision and direction.

Within two weeks, we interviewed 35 diverse user types, including parents, referees, and employees, to gather valuable feedback.

Their unanimous concern centered on Trust and Usability, making it the top priority for our efforts to enhance customer satisfaction (CSAT).

Customer feedback exposed usability challenges. We dissected and merged this input with user feedback, providing stakeholders with crucial insights to drive changes aimed at boosting Monthly Active Users (MAU).

The first interaction with a customer needs special thought to ensure relationship with FA and/or products starts off positive.

The user should not feel that they are using disparate, disconnected, or truncated experience.

Identifying user types, we crafted specific journey pain points to inform wireframing efforts.

These maps facilitated alignment between development and design, ensuring the realization of a seamless user experience.

I lead the 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.