The Coaches’ Voice

I led the design and user experience strategy for the world’s first football-focused Learning Management System, supporting global clubs and coaching organizations. I built and maintained a scalable Figma design system, collaborated on brand evolution, and designed user-centric features across key products.

My work directly contributed to onboarding major partners, including elite clubs like Arsenal, Tottenham Hotspur, and Liverpool.

Core Skills: User Research, Design Systems, Prototyping, UI Design

Tools: Figma, HotJar, UserTesting.com, Google Analytics, Notion

🧩 Context

Client: The Coaches’ Voice
Platform: Web (Responsive)
Role: Lead UI/UX Designer
Team: Worked closely with client stakeholders, product owners, and developers

The Coaches’ Voice is a content-led football platform featuring interviews and tactical breakdowns from top managers and coaches. The website was undergoing a redesign to improve content visibility, streamline navigation, and elevate its brand identity.

Additionally, a new LMS was developed to support the platform, enabling coaches to both create and engage with learning content.

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🏁 The Challenge

Despite strong content and growing traffic, the original website suffered from:

  • Poor discoverability of articles and videos
  • Unclear information hierarchy, especially on mobile
  • A visual design that didn’t reflect the premium quality of its editorial or video content
  • Lack of scalable design components for future content growth

Additionally, a new Learning Management System (LMS) was required — one that could integrate into the existing design system while meeting the unique needs of football coaches. This meant:

  • Understanding key aspects of modern coaching workflows
  • Designing with empathy for how coaches and admins interact with learning tools — often on the move, between sessions, or reviewing late at night

🎯 Goals

  • Improve content discoverability through better UX structure
  • Enhance editorial storytelling with richer, more immersive layouts
  • Develop a modular design system to support different types of content
  • Ensure responsive consistency and strong performance across devices
  • Design an LMS experience tailored to football coaches and admins, aligned with real-world coaching workflows and learning habits

🧭 My Approach

1. UX Audit & Discovery

  • Conducted a detailed heuristic evaluation of the existing site to identify usability issues
  • Mapped content types and user journeys (LMS vs video vs article vs academy sections)
  • Analysed performance metrics to identify bounce points and user pain
  • Used Hotjar to gather qualitative insights via heatmaps and user session recordings
  • Created Personas to understand LMS goals, pain points and needs

2. Information Architecture & Wireframing

  • Reworked the site hierarchy to improve discoverability of editorial content and coach profiles
  • Designed wireframes for LMS, website homepage, article templates, video pages, and category filtering
  • Conducted usability testing via UserTesting.com to validate new features and component structure

3. UI & Visual Design

  • Delivered a design system with components across LMS and websites
  • Created a visual identity that merged sporting authority with modern journalism
  • Defined scalable components (cards, headers, filters, carousels)

4. Collaboration & Handoff

  • Presented prototypes in Figma to stakeholders for feedback
  • Iterated based on content editor needs and mobile use case testing
  • Delivered annotated design files and responsive specs to developers
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A major part of my role was developing and maintaining a robust, multi-brand design system in Figma. This system supported various products under The Coaches’ Voice umbrella, including CV Academy, CV Tours, and MBP School.

The system was built for scalability, ensuring visual consistency across platforms while allowing each brand to retain its own identity. I introduced reusable components, Figma variables, and flexible templates to speed up development, improve collaboration with engineers, and maintain design quality across multiple teams.

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Our LMS platform was tailored for use by multiple football associations, leagues, and clubs. It was designed to accommodate diverse content needs—from elite coach education to grassroots development—while remaining intuitive and accessible for users of varying technical experience.

I worked closely with stakeholders to ensure that key functionality, such as session planning, progress tracking, and coach management tools, met the real-world demands of high-performance environments. The result was a powerful and adaptable platform that helped professional organisations modernize and streamline their coach education pathways.

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📈 Outcome

  • Clearer content hierarchy and stronger engagement across article and video pages
  • Improved content flexibility, allowing the client to showcase diverse media formats
  • A refreshed visual identity that aligns with the brand’s elite coaching values
  • Modular components enabled rapid rollout of new sections like CV Academy
  • A tailored LMS experience was launched, built using the same design system — ensuring consistency while meeting the specific needs of coaches and club admins

💡 What I Learned

  • Designing for content-rich platforms and LMS environments requires flexible component systems — leveraging design tokens and variables is key to maintaining consistency and scalability
  • Testing with real users — football coaches and club admins — is essential; their domain expertise uncovers insights no designer could predict alone

If you’re looking for design support or think I’d be a great fit for a role I’d love to hear from you.