Sehee Yun

KFA Website: Reimagining Korea’s Football Fan

The Korea Football Association (KFA) needed a major overhaul of its official website to better serve a modern audience and reflect its evolving identity as a national sports institution. The previous platform was outdated in both usability and aesthetics, and lacked support for live match engagement, mobile access, and scalable content updates. I led the website’s UX and visual redesign, building a structured, mobile-first platform that not only increased usability but also elevated how fans interact with Korean football.

Role

  • Junior UX/UI Designer

  • Reorganized the entire information architecture and content flow

  • Designed the full UI system with responsive layouts for desktop, tablet, and mobile

  • Collaborated with developers and content managers to ensure clean implementation and scalability Defined a visual tone that was bold, accessible, and representative of national pride

Challenge

  • Outdated interface with fragmented content structure and poor mobile performance

  • Needed to support live matches, real-time news, player stats, and fan services—all in a user-friendly way

  • The design had to appeal to both hardcore football fans and casual users, while staying aligned with KFA’s national identity

  • Ensure smooth collaboration between internal departments, technical teams, and external developers

Creative Approach

  • Rebuilt the content hierarchy with clear navigation tailored to user types: fans, media, sponsors, and players

  • Designed intuitive UI patterns for live scores, match schedules, national team call-ups, and highlight media

  • Applied strong, clean typography and national color schemes to reflect the energy of Korean football

  • Developed a modular design system to allow quick content updates by internal staff without design expertise

  • Prioritized performance and clarity through grid-based layouts, responsive interactions, and lightweight assets

Outcome

  • Website engagement increased by 40%, with mobile usage growing by 30% within the first 3 months

  • Fans reported improved clarity in accessing match and team information, boosting online participation

  • Recognized internally by KFA and its digital partners as a key step in modernizing their communications strategy

  • Established a scalable design framework for future content growth and digital service expansion

Client: KFA (Korea Football Association)
Category: Web Renewal
Scope: Creative Direction, Strategy, UI Design
Year: 2019~