ABOUT
Google’s partnerships with football clubs across the UK and Germany created the need for a giveaway initiative designed to reward loyal customers with access to exclusive experiences. Originally scoped as a lightweight one-page platform, the project quickly expanded beyond its initial expectations as the partnership programme scaled across multiple clubs, markets, and experience types, eventually extending into the US.
Over the past two years, I have worked from the initial product ideation all the way to the evolved UI/UX direction that transformed the platform from a campaign microsite into a scalable experience ecosystem, all centred around the visual language of a ticket.
My idea was to build a flexible design system that could support future expansion while maintaining consistency across markets, content types, and devices. The ticket became the core interaction and branding framework, allowing the platform to adapt seamlessly across football matches, stadium tours, merchandise drops, VIP experiences, and promotional campaigns.
A key challenge was designing a system flexible enough to handle varying content structures, localisation requirements, and edge cases, including long-form German copy and differing event metadata across regions, without compromising clarity or usability.
Alongside leading the UI and UX design across desktop and mobile, I worked closely with developers and QA teams to ensure the final experience translated consistently into production, with particular attention given to interaction details, motion behaviour, and overall interface polish.
The result is a scalable digital platform built to support an evolving range of fan experiences while balancing flexibility, consistency, and ease of use across an increasingly complex ecosystem.
