Empathy Maps


The AFL Match Centre drives a lot of traffic for passionate AFL fans who want to follow along with the game however it was outdated and non-responsive.

The Match Centre product required a major overhaul as the design and technology were severely outdated, making critical changes impossible. The gains from making incremental changes were minuscule or nonexistent. 

The new responsive design would allow us to add in components that were already responsively built (articles, video) and make it more commercial viable. We were also able to incorporate analytics into the new Match Centre to give us greater insights into the fans behaviour.


Australian Football League (AFL)



Programs & tools

Sticky notes


UX Workshop

Team & My Role

The AFL development team (engineers, front-end, back-end, QA) are split into two scrum teams and work in 2 week agile sprints.

My role included working closely with the Head of Product & Development, Product Managers and Front-end &  Back-end Development teams to ensure deliverables including interface designs, prototypes, user testing and handover were delivered according the product roadmap.

At each stage of development I did design reviews with the developers and check-ins with QA to ensure consistency of the UI elements.

Final Results

Design Process

The Clubs have a growing mobile audience (55% of interactions come from mobile or tablet devices)

Fans are demanding easier access to greater content and features that currently exists solely in a desktop environmentWorld-class products ‘adapt’ for the fan. The fan shouldn’t need to ‘adjust’ to find the content they want

To offer improved commercial and partnership opportunities

Conclusion + Take Aways

Fan Feedback & iterations

AFL fans are passionate and vocal and we always receive a lot of feedback from our users and we listen.