Designing a platform that simplifies team management and celebrates the spirit of grassroots football.
Built for the players, organisers, and community around small-sided football, Footify brings together match management, squad creation, payments, and leaderboards into one intuitive experience, with features that help admins reduce admin time and players stay consistently engaged.
Problem
Grassroots football is thriving, but managing teams remains messy and fragmented. Group chats, spreadsheets, and manual payments create confusion, especially for organisers managing multiple teams or matches per week. Players also lacked a sense of continuity beyond each match, with no unified space for stats, rewards, or a sense of belonging across the local football scene.
The challenge
Creating an experience that feels effortless for non-technical team admins.
Balancing simple UX with the complexity of match scheduling, player RSVPs, and payments.
Coordinating development remotely while maintaining design quality and consistency.
Building early trust and traction within small, close-knit football communities.
My role
I led Footify end-to-end as the sole product designer and founder, defining the product vision, experience, and brand across mobile, web, and marketing.
I managed developers, aligned user feedback with business goals, and built early partnerships, driving the product from concept to launch with a clear focus on simplicity, scalability, and community impact.
What I delivered
Mobile app for squad management, match scheduling, RSVPs, payments, and leaderboards.
Web app providing browser-based access for team admins and league organisers.
Design system with reusable components, tokens, and scalable UI patterns.
Marketing website with responsive layouts, SEO optimisation, and conversion tracking.
Full brand identity and tone of voice, including logo, typography, and visual assets.
Marketing campaigns, video, motion graphics, and social content for launch and referrals.
Partnership integrations with local gyms and businesses for player rewards.
Visit Footify
Background
Full case study coming soon
Detailing the product strategy, design process, and outcomes behind Footify’s design and launch.
My approach
Key insights
Design system
Shifting culture
Using AI
Impact
A fun and intuitive account-creation flow designed to build anticipation and a sense of identity from the start, making each player feel like they’re creating their own real player card.
Building trust and engagement from the first tap
The onboarding experience sets the tone for Footify’s entire product, simple, human, and community-driven.
By making setup feel personal and rewarding, it encourages players to complete their profiles, connect with their teams, and buy into the culture before they’ve even joined a match.
Community-first tone:
The agreement screen reinforces shared values, Be nice. Enjoy your football, setting the tone for the culture within Footify.
These screens bring the footballer experience to life, turning every user into a recognised player within their community
Profile screens were designed to give amateur players a sense of identity, progression, and pride similar to what professionals experience.
Player identity: The Profile Overview consolidates personal info, ratings, and form, giving players a unique digital identity that feels official and shareable.
Performance insight: The Skills tab breaks down performance categories (e.g., Attack, Defence, Midfield) to help players track strengths and improvements over time.
Gamified engagement: Ratings and form indicators encourage friendly competition, peer recognition, and repeat participation.
Consistency and clarity: A structured tab system keeps data digestible while maintaining a sleek, minimal UI aligned with Footify’s premium, community-first feel.
Together, these screens turn casual matches into meaningful stats motivating players to improve, stay active, and stay connected with their teams.
The goal was to make management feel quick, structured, and satisfying rather than like another layer of admin work
These screens were designed to give team admins complete visibility and control over their squads.
At-a-glance insights: The Squad Overview provides a snapshot of team performance, player balance, and form, making it easy for admins to understand their team’s dynamics in seconds.
Simplified management: The Manage Players view allows admins to track positions, invites, and player status effortlessly, removing the friction of juggling multiple chats or spreadsheets.
Consistency: Shared navigation and visual hierarchy mirror the player profile layout, ensuring familiarity and reducing learning time.
Encourages ownership: Features like “Invite players” and “Edit squad” empower local organisers to build and maintain their own micro-communities with minimal setup effort.
Together, these screens turn casual matches into meaningful stats motivating players to improve, stay active, and stay connected with their teams.
Simplifying match organisation for every level of football.
Fast, transparent, and built around how real community organisers think.
These screens make it easy for team organisers to set up matches, training sessions, and friendlies, all from within Footify.
Simple event setup: Organisers can create events in seconds, choosing between Squad Game or VS Match without navigating complex forms.
Built-in payments: Integrating Stripe allows admins to collect player fees upfront, reducing cash handling and no-shows.
Transparent breakdowns: Clear cost summaries show the amount, transaction fee, and payout total, ensuring trust and financial clarity.
User empathy: The flow mirrors how real organisers think, “What type of match?”, “Who’s playing?”, “How much?” keeping the process conversational and intuitive.
From setup to kickoff, faster than ever
Once details are set, inviting players is simple and intuitive, with clear role tags and instant visual feedback. A celebratory confirmation screen closes the loop, rewarding organisers for getting it done and building excitement for game day.
A streamlined match creation flow that keeps organisers in control, cuts the admin, and brings the fun back to football planning.
Designed to capture every moment, from goals to glory, and keep grassroots footballers coming back week after week.
Celebrating the game, not just the result
The matchday flow was designed to make recording and reviewing games feel as natural as playing them.
From quick actions like logging a goal or penalty outcome to capturing who scored and assisted, every interaction is lightweight, intuitive, and built for mobile use on the pitch.
After the final whistle, the post-match summary pulls everything together, results, lineups, and Player of the Match awards, giving every game a sense of occasion. The experience reinforces community recognition and drives repeat engagement through visible stats and shared highlights.
