Ellevate Football

I led the research, design, and product evolution that shifted Ellevate from a passive content library into an active player-development platform. Observing kids train and interact with early prototypes showed us that progression, recognition, and friendly rivalry were far more motivating than content alone. These insights became the foundation for every feature that followed.

Through on-field research sessions, interviews with young players, and workshops with coaches and clubs, it became clear that kids needed a sense of identity and measurable growth. This led to the creation of the Player Card, a structured way for players to record drills, earn skill scores, and build a football identity they could be proud of. I designed competitive features that allowed friends to challenge each other, compare stats, and push one another, turning training into a social, game-like experience that kept them coming back. Alongside this, we built tools for coaches to review video submissions, give feedback, and create development plans, turning Ellevate into a platform that supported real skill progression rather than just consumption.

These changes did not just improve the product, they expanded the business. Coaches now had a scalable way to manage larger groups, clubs gained the ability to offer hybrid coaching that blended digital sessions with real-world training. Children experienced a level of structure and recognition usually reserved for academy systems. Engagement rose as players returned regularly to improve their scores, track progress, and seek feedback. By grounding every decision in genuine user behaviour, Ellevate evolved into a platform that grows players, communities, and the business around them — becoming a meaningful pathway for young athletes striving to get better and be seen.