Elevate Coaches
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.
When: 2021-2023
Elevate Coaches
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.
When: 2021-2023
The Problem
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.
The Solution
Transformed the platform experience to connect coaches with essential resources and inspire long-term skill development.
The Results
70% of users chose "Brain" over all existing internal tools, achieving an 8.7 NPS and signaling high enthusiasm and rapid organizational adoption.
The Problem
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.
The Solution
Transformed the platform experience to connect coaches with essential resources and inspire long-term skill development.
The Results
Since launching in September 2022, the platform saw a 5.5 million increase in content interactions, smashing our initial target by 141%. This value-driven approach led to a 188% surge in returning visitors, proving the impact of streamlined access to learning materials.
The Problem
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.
The Solution
Transformed the platform experience to connect coaches with essential resources and inspire long-term skill development.
The Results
Since launching in September 2022, the platform saw a 5.5 million increase in content interactions, smashing our initial target by 141%. This value-driven approach led to a 188% surge in returning visitors, proving the impact of streamlined access to learning materials.
The Problem
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.
The Solution
I led the competitive research and UX strategy to architect the AI Copilot interface. My focus was on translating complex computer vision data into an actionable user flow for coaches. By developing a high-fidelity prototype, we were able to demonstrate how elite-level tactical insights can be democratised. This accelerated design approach secured immediate stakeholder approval to move directly into live user testing.
The Results
70% of users chose "Brain" over all existing internal tools, achieving an 8.7 NPS and signaling high enthusiasm and rapid organizational adoption.
Role
Senior UX Designer
Competitive Analysis
UI Design
Role
Senior UX Designer
Competitive Analysis
UI Design
Team
1 Researcher
1 Design Lead
3 Engineers
1 Content Writer
1 Product Lead
Team
1 Researcher
1 Design Lead
3 Engineers
1 Content Writer
1 Product Lead