Transforming a legacy sports website into a fan-centered, mobile-first digital experience
KFA Official Website Renewal – Redesigning Korea’s National Football Platform
The Korea Football Association (KFA) needed a major overhaul of its official website to better serve a modern audience and reflect its evolving identity as a national sports institution. The previous platform was outdated in both usability and aesthetics, and lacked support for live match engagement, mobile access, and scalable content updates. I led the website’s UX and visual redesign, building a structured, mobile-first platform that not only increased usability but also elevated how fans interact with Korean football.
Role
- Junior UX/UI Designer
- Reorganized the entire information architecture and content flow
- Designed the full UI system with responsive layouts for desktop, tablet, and mobile
- Collaborated with developers and content managers to ensure clean implementation and scalability
- Defined a visual tone that was bold, accessible, and representative of national pride
- Reorganized the entire information architecture and content flow
- Designed the full UI system with responsive layouts for desktop, tablet, and mobile
- Collaborated with developers and content managers to ensure clean implementation and scalability
- Defined a visual tone that was bold, accessible, and representative of national pride
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 Despite its prominence, the official website was outdated, difficult to navigate, and not optimized for mobile.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.
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.
Challenge
- Outdated interface with fragmented content structure and poor mobile performance
- Needed to support live matches, real-time news, player stats, and fan services—all in a user-friendly way
- The design had to appeal to both hardcore football fans and casual users, while staying aligned with KFA’s national identity
- Ensure smooth collaboration between internal departments, technical teams, and external developers
- Needed to support live matches, real-time news, player stats, and fan services—all in a user-friendly way
- The design had to appeal to both hardcore football fans and casual users, while staying aligned with KFA’s national identity
- Ensure smooth collaboration between internal departments, technical teams, and external developers
Creative Approach
- Rebuilt the content hierarchy with clear navigation tailored to user types: fans, media, sponsors, and players
- Designed intuitive UI patterns for live scores, match schedules, national team call-ups, and highlight media
- Applied strong, clean typography and national color schemes to reflect the energy of Korean football
- Developed a modular design system to allow quick content updates by internal staff without design expertise
- Prioritized performance and clarity through grid-based layouts, responsive interactions, and lightweight assets
- Designed intuitive UI patterns for live scores, match schedules, national team call-ups, and highlight media
- Applied strong, clean typography and national color schemes to reflect the energy of Korean football
- Developed a modular design system to allow quick content updates by internal staff without design expertise
- Prioritized performance and clarity through grid-based layouts, responsive interactions, and lightweight assets
Outcome
- Website engagement increased by 40%, with mobile usage growing by 30% within the first 3 months
- Fans reported improved clarity in accessing match and team information, boosting online participation
- Recognized internally by KFA and its digital partners as a key step in modernizing their communications strategy
- Established a scalable design framework for future content growth and digital service expansion
- Fans reported improved clarity in accessing match and team information, boosting online participation
- Recognized internally by KFA and its digital partners as a key step in modernizing their communications strategy
- Established a scalable design framework for future content growth and digital service expansion
Korea Football Association Official Website Renewal
Website Renewal
Korea Football Association
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
Partial scope: Creative Direction
Sub task: Strategy, UI Design
Category: Sports Association
Date of completion: 2019
Design: AFLOW, Affat
Planning : Gland Slam
Development : Starbucket
Planning : Gland Slam
Development : Starbucket
