PLAYER
A conversion-focused platform redesign for an emerging football network.
INTRO
PLAYER supports emerging football talent through tools, opportunities, and structured programmes.
The existing site lacked clarity, offering a single-page experience with minimal explanation and no defined user journeys. The redesign focused on transforming this into a structured, multi-page platform that communicates value clearly and guides users toward action.
CHALLENGE
The original experience relied on a single, undifferentiated page with a generic contact form, expecting users to act without understanding the product or its relevance to them.
There was no clear value proposition, no separation between audiences, and no meaningful path to conversion. The issue was not purely visual, but structural - the platform needed to explain itself, establish credibility, and support distinct user needs.
APPROACH
The project was approached as both a UX and communication challenge, guided by a simple principle: clarity drives conversion.
The platform was restructured into a multi-page experience, separating two core offerings:
PLAYER Accelerator (B2C), supporting individual players
PLAYER Recruit (B2B), serving clubs, agents, and partners
This allowed for more focused messaging, clearer journeys, and a stronger alignment between user intent and content.
The overall experience was reframed around a clear progression: understanding the platform, identifying relevance, and moving confidently toward action.
EXECUTION
A flexible design system was developed and implemented in Squarespace, balancing clarity, hierarchy, and usability.
The main landing page establishes a clear value proposition and introduces the platform through structured content, supported by testimonials and success stories to build credibility.
Dedicated pages for PLAYER Accelerator and PLAYER Recruit tailor tone, content, and calls to action to their respective audiences, while maintaining a consistent visual language across the platform.
Typography, spacing, and layout were used deliberately to create a scannable, intuitive experience that directs attention without friction.
OUTCOME
The platform evolved from a minimal, single-page sign-up form into a structured digital product with clearly defined user journeys.
The new experience:
communicates the platform’s value with clarity
separates and strengthens B2C and B2B audiences
builds credibility through content and structure
guides users from discovery through to action
The result is a more purposeful and scalable foundation - shifting the site from a passive presence to an active conversion tool.
DETAILS
Platform: Squarespace
Services: Web Design, Web Build
