KFA Official Website Renewal

The Korea Football Association (KFA) oversees South Korean football, including the national teams and major tournaments. The official KFA website serves as a vital hub for sharing news, schedules, and historical records. This renewal project focused on transforming the site from an association-centered platform into a user-oriented experience. By analyzing user behavior and feedback, we redesigned the UX/UI to be more intuitive and efficient for a wide range of users — from passionate football fans to journalists and professionals working within the KFA network. The new homepage introduces KFA Live, a real-time news feed that presents updates in chronological order, replacing the previous system that categorized content by leagues and tournaments. This shift allows users to access the latest information at a glance. We also enhanced the search function and introduced a comprehensive archive system. KFA’s extensive football records are now organized by tournament, league, year, and player — making it easier for users to explore Korean football history in a structured and accessible way. Ultimately, the redesign not only improved the experience for casual visitors, but also made daily tasks more efficient for media professionals and KFA staff who rely on the website as a working tool.

Rebuilding the Korean Football Association’s digital platform for a user-first, mobile-friendly experience.

A redesign focused on clarity, responsiveness, and emotional fan connection.

The Korea Football Association (KFA) is the governing body of football in South Korea. Despite its prominence, the official website was outdated, difficult to navigate, and not optimized for mobile.
Our goal was to redesign the platform with a user-first mindset making it easier for fans to access real-time match updates, team info, and player stats through a scalable, intuitive digital experience.

The original KFA website was structured around the internal organization, not the user experience.

Key issues included:
- Updates were sorted by tournament rather than time, making it hard to find what’s new
- Content like player records and match results were buried or inconsistent
- The layout wasn’t responsive, leading to poor mobile usability
- Fans had no clear way to engage with current content or explore history interactively

From user feedback and industry benchmarking, we learned that fans expected a real-time, accessible experience especially on mobile.

Main Page

Introduced KFA Live, a dynamic real-time news feed that delivers updates in chronological order improving accessibility and reducing content friction.

Replaced the previous league- and tournament-based structure with a time-based system that better reflects how users seek information.

Prioritized high-impact content such as match results, player highlights, and breaking news to keep fans continuously engaged.

+40% increase in monthly traffic within 6 months
+30% improvement in content discoverability (measured via internal navigation and reduced bounce rate)
Successfully launched before a major tournament with positive feedback from fans and media
Still actively in use 7+ years later

This project taught me how to build systems that last, and how to turn complex, content-heavy platforms into emotionally engaging digital experiences.

I saw firsthand how design can connect fans to the game they love and how UX decisions can shape national pride.

Korea Football Association Official Website Renewal
Website Renewal
Korea Football Association

Task scope: Web Renewal
Partial scope: Creative Direction
Sub task: Strategy, UI Design
Category: Sports Association
Date of completion: 2019

Design: AFLOW, Affat
Planning : Gland Slam
Development : Starbucket

Role: Junior UX/UI Designer & Art Director
I was responsible for:
- UX audit and strategy
- IA restructuring and navigation system
- Full UI/visual concept and design
- Prototyping and handoff