Sehee Yun

Reimagining Korea’s Digital Football Experience

The Korea Football Association (KFA) needed to transform its official website into a more accessible and flexible digital platform for Korean football fans. The existing site struggled to support a growing range of content—from live matches and schedules to national team updates and media—across desktop and mobile. I led the UX and visual redesign, reorganizing the platform around how fans access football content and building a responsive UI system that could support both everyday updates and live match experiences.

CLIENT / Korea Football Association (KFA)
ROLE / Creative Direction · UX/UI Design · Design System
COLLABORATION / Development · Content Strategy
OUTPUT / Digital Platform · Responsive Web · UI System
YEAR / 2019–2025

Role

  • Reorganized the information architecture and content structure across the platform

  • Designed a responsive UI system across desktop, tablet, and mobile

  • Defined reusable interface patterns for match, team, player, and media content

  • Collaborated with developers and content teams to ensure consistent implementation and long-term maintainability

Challenge

  • Simplify a fragmented content structure spanning matches, teams, players, news, media, and fan services

  • Support frequently changing and time-sensitive football content across desktop and mobile

  • Create an experience that could serve both dedicated football fans and casual visitors while maintaining KFA’s national identity

Creative Approach

  • Reorganized the platform around clear content hierarchies, making complex football information easier to navigate

  • Created consistent UI patterns for live scores, schedules, national team call-ups, player information, and media

  • Built a modular design system that allowed recurring content to remain visually consistent as the platform evolved

  • Used responsive grids, clear typography, and lightweight visual elements to maintain clarity across screen sizes

Outcome

  • Launched a responsive digital platform supporting KFA’s match, team, player, news, and media content

  • Established reusable UI patterns that enabled consistent updates across frequently changing football content

  • Created a flexible design framework that continued to support the platform as its content and digital needs evolved