Where I come in
UX Design Strategy + Competitive Analysis
I was brought onto the English Football Learning (EFL) project to strategically overhaul the end-to-end user experience and resolve critical issues related to content discovery and user engagement on the platform. My main goal was to move the platform beyond basic content delivery to become the industry-leading reference model for football education
My Approach
My initial focus was to establish a data-driven foundation for design by:
Strategic UX Redesign: Led competitive analysis to reshape the information architecture around learning progression, helping the team prioritise engagement over content volume.
Deep Behavior Analysis: Used behavioural analysis to identify how coaches actually use the product day to day, shaping mobile design decisions around real training scenarios.
Where I come in
UX Design Strategy + Competitive Analysis
I was brought onto the English Football Learning (EFL) project to strategically overhaul the end-to-end user experience and resolve critical issues related to content discovery and user engagement on the platform. My main goal was to move the platform beyond basic content delivery to become the industry-leading reference model for football education
My Approach
My initial focus was to establish a data-driven foundation for design by:
Strategic UX Redesign: Led competitive analysis to reshape the information architecture around learning progression, helping the team prioritise engagement over content volume.
Deep Behavior Analysis: Used behavioural analysis to identify how coaches actually use the product day to day, shaping mobile design decisions around real training scenarios.
Final Design
Final Design
Goal Driven Homepage: A homepage tailored to user objectives. By surfacing categories and
latest content the users had a quick starting point finding their learning path.
Personalise Your Learning
A homepage tailored to user objectives. By surfacing categories and latest content the users had a quick starting point finding their learning path.
Personalise Your Learning: A homepage tailored to user objectives. By surfacing categories and latest content the users had a quick starting point finding
their learning path.
Interactive Learning: An engaging and enjoyable way to quickly gain informal knowledge. Without external rewards or engaging
features, the platform relies solely on the learner's existing desire (intrinsic motivation). Thus pushing the user learning new skills
and knowledge (Extrinsic Motivation).
Interactive Learning
An engaging and enjoyable way to quickly gain informal knowledge. Without external rewards or engaging features, the platform relies solely on the learner's existing desire (intrinsic motivation). Thus, pushing the user learning new skills and knowledge
(Extrinsic Motivation).
Interactive Learning: An engaging and enjoyable way to quickly gain informal knowledge. Without external rewards or engaging features, the platform relies solely on the learner's existing desire (intrinsic motivation). Thus, pushing the user learning new skills and knowledge (Extrinsic Motivation).
Personalise Your Learning: Progressive guidance system ensures users are smoothly directed toward a personalised learning path, eliminating the risk of information overload.
Personalise Your Learning
A homepage tailored to user objectives. his was designed to make sure that coaches, referees, etc., immediately see the most relevant resources, required training modules, and certifications due for renewal, saving them time and focusing their professional development.
Personalise Your Learning: A homepage tailored to user objectives. his was designed to make sure that coaches, referees, etc., immediately see the most relevant resources, required training modules, and certifications due for renewal, saving them time and focusing their professional development.
Learner Profile: A central reference point that connects users to relevant content across the entire
FA learning ecosystem and professional network building.
Learner Profile
A central reference point that connects users to relevant content across the entire FA learning ecosystem and professional network building.
Learner Profile: A central reference point that connects users to relevant content across the entire FA learning ecosystem and professional network building.
The Problem to Be Solved
The Problem to
Be Solved
Problem 1: Lack of Information Structure & Navigation
"I come here to find training resources for under-12s. After 15 minutes of clicking around, I just Google it instead. As im not sure where to find relevant information
— User interview, grassroots coach"
Problem 2: One Size-Fits-All Experience
The platform's imagery and content lacked diversity, creating barriers to adoption among underrepresented communities and failing to reflect The FA's commitment to inclusive football
Problem 3: Poor Mobile Experience
~57% of traffic was mobile, yet the desktop-first design barely functioned. Coaches trying to access essential session plans on their phones faced significant friction, evidenced by a high mobile bounce rate.
Problem 3: Poor Mobile Experience
~57% of traffic was mobile, yet the desktop-first design barely functioned. Coaches trying to access essential session plans on their phones faced significant friction, evidenced by a high mobile bounce rate.
“Thanks for all your hard work across all our projects Anthony - Its been a pleasure working with you and having your input into our calls. Your work goes unseen to us on the business side.”
Nick Baker, Senior Lead of Education, The Football Association (The FA)
“I wanted to express our heartfelt gratitude for the exceptional work you have contributed for the past three years. Your dedication, creativity and expertise in UX has been instrumental in our success and set a standard here at FA.”
Amre Basama, Product Owner, The Football Association (The FA)
“Thanks for all your hard work across all our projects Anthony - Its been a pleasure working with you and having your input into our calls. Your work goes unseen to us on the business side.”
Nick Baker, Senior Lead of Education, The Football Association (The FA)
“I wanted to express our heartfelt gratitude for the exceptional work you have contributed for the past three years. Your dedication, creativity and expertise in UX has been instrumental in our success and set a standard here at FA.”
Amre Basama, Product Owner, The Football Association (The FA)
“Thanks for all your hard work across all our projects Anthony - Its been a pleasure working with you and having your input into our calls. Your work goes unseen to us on the business side.”
Nick Baker, Senior Lead of Education, The Football Association (The FA)
“I wanted to express our heartfelt gratitude for the exceptional work you have contributed for the past three years. Your dedication, creativity and expertise in UX has been instrumental in our success and set a standard here at FA.”
Amre Basama, Product Owner, The Football Association (The FA)
🕣 Duration: 1.5 years
Building a Better Game: Supporting English Football from Grassroots to Elite
Building a Better Game: Supporting English Football from Grassroots to Elite
Building a Better Game: Supporting English Football from Grassroots to Elite
English Football Learning, the FA's official platform, supports players, coaches, referees, and football professionals with educational resources, training, certifications, and tools for skill development at all levels, from grassroots to elite.
English Football Learning, the FA's official platform, supports players, coaches, referees, and football professionals with educational resources, training, certifications, and tools for skill development at all levels, from grassroots to elite.
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.
141%
A 5.5 million increase in interactions with content by June 2023, since launch in Sept 2022. This represents 141% of our target.
188%
Increase in returning visitors: Due to valuable and easy access to learning materials.
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.
141%
A 5.5 million increase in interactions with content by June 2023, since launch in Sept 2022. This represents 141% of our target.
188%
Increase in returning visitors: Due to valuable and easy access to learning materials.
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.
141%
A 5.5 million increase in interactions with content by June 2023, since launch in Sept 2022. This represents 141% of our target.
188%
Increase in returning visitors: Due to valuable and easy access to learning materials.
My Responsibilities
UX Designer
Led end-to-end UX design from discovery through post-launch
Conducted and synthesised research (competitive analysis, usability
testing, web analytics).Designed and iterated on wireframes, user flows, and visual design
Collaborated directly with FA stakeholders to balance user needs with business goals.
Team: Ollie, Daiki and Luke
Why This Project Mattered
The legacy Bootroom platform had a declining monthly active users. The FA was losing grassroots coaches to competitor platforms and risked their position as the authoritative source for English football education. This redesign was strategic: retain existing users, attract new grassroots coaches, and establish a foundation for future digital products.