The Official Liverpool FC App

The Approach

We worked in a multidisciplinary team using an iterative sprint process — cycling through learning, creation, testing, and implementation. Each sprint focused on a specific feature, allowing us to refine the experience incrementally rather than betting everything on a single big launch.

The design direction was deliberately stripped back. Rather than cramming in every possible feature, we focused on delivering an authentic, football-focused experience with intuitive navigation. Key player content and match data had to be immediately accessible, not buried three taps deep.

The Thailand research

The research decision I'd point to is who we talked to. Thailand was projected to be Liverpool's fastest-growing fanbase - on that trajectory, one day the majority of supporters. So we went to Thai fans rather than the fans already in the stadium, and asked what the ultimate experience would look like for them and which features would genuinely make their lives as fans better.

We designed for the fanbase the club was going to have, not the one it already had. Existing supporters are easy to reach, and they tell you to fix what's in front of them. The growth audience is harder to reach, and tells you what to build.

The tenets of the LFC app

• Football first, always. The score, the squad and the match are never more than a glance away. Everything else queues behind them.
• Designed for the fan who may never reach Anfield. The growth audience is global. The app is their seat in the stadium, not a companion to one.
• Remove before you add. Every screen earns its place. The strongest decisions on this project took something away.
• Commerce waits its turn. The shop is there when a fan wants it, and never in the way of the football.

Set after the research, and held for the whole build. Every removal in the app traces back to one of these.

Fixtures & Results

The fixtures screen was designed to surface match information quickly across all team categories — Mens, Womens, and Academy. A tabbed navigation lets fans switch between matches, league tables, and stats without leaving the context of the results experience.

Featured matches like Champions League fixtures received a more prominent visual treatment with club crests, venue info, and countdown timers, giving match-day content the weight it deserves.

Team Statistics

Rich data visualisations brought team performance to life. Attack stats, defensive records, and performance metrics were designed to be immediately readable — large numbers, clear labels, and data visualisations that tell a story at a glance. The red-on-red treatment keeps everything on-brand while maintaining legibility.

LFC Design

A core part of the project was establishing LFC Design, the club's dedicated design system and single source of truth for everything digitally designed for the club. This solved three problems the team kept running into: inconsistency across different screens and teams, inefficiency from rebuilding the same components repeatedly, and insecurity about which patterns were the right ones to use.

The system gave the wider team a shared language and a single source of truth, making it possible to move faster without sacrificing quality.