AFLW
Launching AFLW: The first women's pro football league
UX/UI • Website
The AFL was launching the inaugural elite women's football competition. The first time in history that women could play on the main stage. I joined the team to lead the website design over the first three seasons.
Client
Australian Football League (AFL)
Contributions
UX design, UI design
Year
2017-2019
AFLW
Launching AFLW: The first women's pro football league
UX/UI • Website
The AFL was launching the inaugural elite women's football competition. The first time in history that women could play on the main stage. I joined the team to lead the website design over the first three seasons.
Client
Australian Football League (AFL)
Contributions
UX design, UI design
Year
2017-2019
AFLW
Launching AFLW: The first women's pro football league
UX/UI • Website
The AFL was launching the inaugural elite women's football competition. The first time in history that women could play on the main stage. I joined the team to lead the website design over the first three seasons.
Client
Australian Football League (AFL)
Contributions
UX design, UI design
Year
2017-2019
AFLW
Launching AFLW: The first women's pro football league
UX/UI • Website
The AFL was launching the inaugural elite women's football competition. The first time in history that women could play on the main stage. I joined the team to lead the website design over the first three seasons.
Client
Australian Football League (AFL)
Contributions
UX design, UI design
Year
2017-2019
Problems & Goals
Introducing women's AFL to new audience with storytelling and design
womens.afl was designed to break away from the traditional structure of afl.com.au, offering a fresh and dynamic platform to spotlight AFLW athletes. The goal was to use rich storytelling, video, and photography to bring their stories to life in ways that weren’t possible on the main AFL site. This approach aimed to engage a broader, more diverse audience, promoting both the new professional league and community participation among women and girls, inspiring the next generation of players.
Problems & Goals
Introducing women's AFL to new audience with storytelling and design
womens.afl was designed to break away from the traditional structure of afl.com.au, offering a fresh and dynamic platform to spotlight AFLW athletes. The goal was to use rich storytelling, video, and photography to bring their stories to life in ways that weren’t possible on the main AFL site. This approach aimed to engage a broader, more diverse audience, promoting both the new professional league and community participation among women and girls, inspiring the next generation of players.
Problems & Goals
Introducing women's AFL to new audience with storytelling and design
womens.afl was designed to break away from the traditional structure of afl.com.au, offering a fresh and dynamic platform to spotlight AFLW athletes. The goal was to use rich storytelling, video, and photography to bring their stories to life in ways that weren’t possible on the main AFL site. This approach aimed to engage a broader, more diverse audience, promoting both the new professional league and community participation among women and girls, inspiring the next generation of players.
Problems & Goals
Introducing women's AFL to new audience with storytelling and design
womens.afl was designed to break away from the traditional structure of afl.com.au, offering a fresh and dynamic platform to spotlight AFLW athletes. The goal was to use rich storytelling, video, and photography to bring their stories to life in ways that weren’t possible on the main AFL site. This approach aimed to engage a broader, more diverse audience, promoting both the new professional league and community participation among women and girls, inspiring the next generation of players.
Showcase stories and visuals
Build a visually engaging platform that highlights AFLW's stories, photography, and video content to connect with fans emotionally.
Showcase stories and visuals
Build a visually engaging platform that highlights AFLW's stories, photography, and video content to connect with fans emotionally.
Showcase stories and visuals
Build a visually engaging platform that highlights AFLW's stories, photography, and video content to connect with fans emotionally.
Showcase stories and visuals
Build a visually engaging platform that highlights AFLW's stories, photography, and video content to connect with fans emotionally.
Launch a new destination for AFLW
Provide a distinct digital space that celebrates AFLW’s growth and potential while aligning with its mission to inspire a new audience.
Launch a new destination for AFLW
Provide a distinct digital space that celebrates AFLW’s growth and potential while aligning with its mission to inspire a new audience.
Launch a new destination for AFLW
Provide a distinct digital space that celebrates AFLW’s growth and potential while aligning with its mission to inspire a new audience.
Drive engagement for the upcoming season
Contribute to the success of AFLW's debut season by driving fan engagement and setting the foundation for long-term audience growth.
Drive engagement for the upcoming season
Contribute to the success of AFLW's debut season by driving fan engagement and setting the foundation for long-term audience growth.
Drive engagement for the upcoming season
Contribute to the success of AFLW's debut season by driving fan engagement and setting the foundation for long-term audience growth.
Drive engagement for the upcoming season
Contribute to the success of AFLW's debut season by driving fan engagement and setting the foundation for long-term audience growth.
Hero photography
Showcasing the people
The homepage featured a grid layout filled with large photography to capture the attention of visitors and highlight the dynamic nature of the competition. This design choice aimed to create an immersive and engaging experience for users from the moment they landed on the site.
Hero photography
Showcasing the people
The homepage featured a grid layout filled with large photography to capture the attention of visitors and highlight the dynamic nature of the competition. This design choice aimed to create an immersive and engaging experience for users from the moment they landed on the site.
Hero photography
Showcasing the people
The homepage featured a grid layout filled with large photography to capture the attention of visitors and highlight the dynamic nature of the competition. This design choice aimed to create an immersive and engaging experience for users from the moment they landed on the site.
Hero photography
Showcasing the people
The homepage featured a grid layout filled with large photography to capture the attention of visitors and highlight the dynamic nature of the competition. This design choice aimed to create an immersive and engaging experience for users from the moment they landed on the site.
Match guide
A visual fixture to highlight the action and get new fans to games
The match guide was designed to be easy to understand for new audiences, providing all the necessary details for attending a match or watching it on TV. We also chose to include images in the AFLW fixture which is not the case on the traditional mens fixture. This helped to showcase what the game looks like for new audiences.
Match guide
A visual fixture to highlight the action and get new fans to games
The match guide was designed to be easy to understand for new audiences, providing all the necessary details for attending a match or watching it on TV. We also chose to include images in the AFLW fixture which is not the case on the traditional mens fixture. This helped to showcase what the game looks like for new audiences.
Match guide
A visual fixture to highlight the action and get new fans to games
The match guide was designed to be easy to understand for new audiences, providing all the necessary details for attending a match or watching it on TV. We also chose to include images in the AFLW fixture which is not the case on the traditional mens fixture. This helped to showcase what the game looks like for new audiences.
Match guide
A visual fixture to highlight the action and get new fans to games
The match guide was designed to be easy to understand for new audiences, providing all the necessary details for attending a match or watching it on TV. We also chose to include images in the AFLW fixture which is not the case on the traditional mens fixture. This helped to showcase what the game looks like for new audiences.
Rules guide
A guide to the rules of AFLW
We created a guide to educate fans new and old about how the rules differed from the men's game
Rules guide
A guide to the rules of AFLW
We created a guide to educate fans new and old about how the rules differed from the men's game
Rules guide
A guide to the rules of AFLW
We created a guide to educate fans new and old about how the rules differed from the men's game
Rules guide
A guide to the rules of AFLW
We created a guide to educate fans new and old about how the rules differed from the men's game
Show your support
Growing subscribers through pledging team support
To encourage audience engagement and mailing list sign-ups, we introduced a feature where users could pledge support for their favourite club. This was another opportunity to showcase the incredible photography of players and segment the new audience by team.
Show your support
Growing subscribers through pledging team support
To encourage audience engagement and mailing list sign-ups, we introduced a feature where users could pledge support for their favourite club. This was another opportunity to showcase the incredible photography of players and segment the new audience by team.
Show your support
Growing subscribers through pledging team support
To encourage audience engagement and mailing list sign-ups, we introduced a feature where users could pledge support for their favourite club. This was another opportunity to showcase the incredible photography of players and segment the new audience by team.
Show your support
Growing subscribers through pledging team support
To encourage audience engagement and mailing list sign-ups, we introduced a feature where users could pledge support for their favourite club. This was another opportunity to showcase the incredible photography of players and segment the new audience by team.
Articles & Vlogs
Stories of AFLW
We told the stories of the professional players and their journeys to AFLW, the next generation of girls playing community football, and Dads excited to share their passion for footy with daughters.
Articles & Vlogs
Stories of AFLW
We told the stories of the professional players and their journeys to AFLW, the next generation of girls playing community football, and Dads excited to share their passion for footy with daughters.
Articles & Vlogs
Stories of AFLW
We told the stories of the professional players and their journeys to AFLW, the next generation of girls playing community football, and Dads excited to share their passion for footy with daughters.
Articles & Vlogs
Stories of AFLW
We told the stories of the professional players and their journeys to AFLW, the next generation of girls playing community football, and Dads excited to share their passion for footy with daughters.
Season retrospective
Moments of the season
At the end of each season the best moments captured in photos, illustrations and quotes were displayed in a scrollable collage to honour the players and fans that came together to make history.
Season retrospective
Moments of the season
At the end of each season the best moments captured in photos, illustrations and quotes were displayed in a scrollable collage to honour the players and fans that came together to make history.
Season retrospective
Moments of the season
At the end of each season the best moments captured in photos, illustrations and quotes were displayed in a scrollable collage to honour the players and fans that came together to make history.
Season retrospective
Moments of the season
At the end of each season the best moments captured in photos, illustrations and quotes were displayed in a scrollable collage to honour the players and fans that came together to make history.
More Case Studies
More Case Studies
More Case Studies
More Case Studies
Let's work together.
© Kelly Stubbs 2024
Let's work together.
© Kelly Stubbs 2024
Let's work together.
© Kelly Stubbs 2024
Let's work together.
© Kelly Stubbs 2024