Chelsea FC, one of the most iconic football clubs in the world, sought to modernize their digital platforms to better engage fans and reflect the prestige of their brand. The project focused on redesigning their official website and The 5th Stand app, introducing new features, improving usability, and establishing a cohesive design system across platforms.

Chelsea’s existing digital platforms needed significant updates to meet the expectations of their global fanbase:

Fragmented User Experience: The app and website lacked visual and functional consistency.

Outdated Features: Fans desired more interactive and engaging experiences.

Limited Brand Representation: The platforms didn’t fully capture the energy and personality of the club.

The challenge was to unify the user experience, modernize the visual identity, and create features that enhance fan engagement.

We performed a teardown of The 5th Stand app and website, identifying areas for improvement. This audit informed the prioritization of a development roadmap.

Through research and collaboration with the Chelsea FC team, we aligned on solutions that catered to fans’ needs while amplifying the club’s identity.

A scalable design system was developed to ensure consistency across the app and website, incorporating refreshed typography, color palettes, and UI components.

Visual Consistency: Unified design principles across the app and website.

Improved Usability: Streamlined UI elements reduced cognitive load and enhanced clarity.

Scalability: Delivered a comprehensive style guide for future updates.

Improved Layouts: Created wireframes for key pages to enhance content flow and navigation.

Accessibility Updates: Increased contrast, improved hover states, and ensured WCAG compliance.

Cohesive Visuals: Refreshed UI aligned with The 5th Stand app for a unified brand experience.

The redesigned Chelsea FC digital platforms delivered significant improvements:

Fan Engagement: The focus on video content helped in driving increased app usage.

Higher Retention: Fans reported a more enjoyable and intuitive experience across platforms.

Unified Branding: Consistent visuals across the website and app strengthened Chelsea’s digital identity.

The redesign of Chelsea FC’s digital platforms showcased how thoughtful design can enhance fan experiences and elevate a global brand. By introducing innovative features, unifying visuals, and improving usability, we helped Chelsea FC connect with their fanbase in exciting new ways.