Fanzine App Platform

Designing a platform powering 50+ football apps

A scalable white-label product system used by millions of fans across iOS, Android and web.

Role

Lead UX/UI Designer → Product Designer

Timeline

2017–2025

Scope

UX strategy, UI design, design system, theming, feature design

50+ apps launched

5M+ fans reached

8 years of iteration

iOS, Android & web

One platform → many clubs

One platform. Many club identities.

Each club needed to feel unique, while the product, navigation and core journeys had to remain consistent.

Arsenal

Matchday

Build your fan experience

Active club

Arsenal

Heritage, energy and a bold matchday feel

Primary colour

Badge placeholder

The challenge

Fanzine needed a scalable app platform that could support any football club — from Premier League teams to smaller fan communities — without redesigning the product from scratch every time.

Unique club branding

Every app needed to feel native to its club and fanbase.

Shared product journeys

Core flows had to stay familiar across the whole platform.

Fast launch process

New apps needed to move from setup to release quickly.

The system behind the apps

Core UX Framework

Reusable navigation, page structures and matchday journeys across every app.

Design System

Shared components, typography, icons and controls built to stay consistent across platforms.

Theming Engine

Club colours, logos, textures and content styles could change without breaking the product experience.

Feature highlight

Feature highlight: Pick Your Team

One of the most successful features was Pick Your Team — a pre-match personalisation flow that let fans build and share their ideal starting XI.

Choose formation01

Select players02

Share team03

Designed to increase matchday engagement, social sharing and repeat app usage.

How I worked

Research fan behaviour and competitor apps

Map reusable journeys and information architecture

Design scalable UI components and theme rules

Test, refine and support delivery across multiple clubs

What this unlocked

The result was a repeatable product system that allowed new football apps to launch faster, stay visually consistent and still feel tailored to each club.

50+ branded apps

Millions of fans

Faster club launches

Consistent iOS and Android experience