Tools used
Sketch Book
Photoshop
Illustrator
Notion
Figma
miro
Framer
Role
Product Design
User Research
Creative Direction
Product Strategy
Timeline
6 Months
PROJECT OVERVIEW
What is Kick-Off NI?
Kick Off NI tackles Northern Ireland's mental health issues by using football to build community, reduce stress, and boost well-being. It provides an inclusive, accessible way for people to engage in physical activity and complements the NI Mental Health Strategy with a practical, community-driven approach.
Problem
In Northern Ireland, one in five adults and one in eight children likely have a mental illness, with 70% of adults experiencing mental health issues in the past year. The current NI Mental Health Strategy alone is insufficient. Kick Off NI aims to address this by using friendly football games to unite communities, relieve stress, and enhance mental health.
Goals
Well-being: Use friendly football games to strengthen community bonds and support mental health.
Promote physical activity through football to help alleviate stress and anxiety.
USER RESEARCH
Target Audience
Kick Off NI targets adults and children in Northern Ireland experiencing mental health issues, particularly those dealing with isolation and stress. Additionally, it engages community members seeking to improve their mental well-being through physical activity and social interaction. By focusing on these groups, Kick Off NI aims to create a supportive environment that promotes reduced stress and enhanced mental health.
User Interviews
Upon defining the target audience, I conducted discussions with potential users to gain insights into their pain points, goals, and needs.
Surveys
I also collected quantitative data through surveys and community posts on platforms such as Twitter (now X), Reddit, and Facebook.
Design for Empathy
The Design required a deep understanding of the emotional and psychological needs of the target audience. I prioritised empathy throughout the design process, ensuring that every screen resonates with users experiences and emotions. This approach involved creating a welcoming and inclusive atmosphere, where participants feel safe and supported.
WIREFRAME
Solution
I created a solution that includes features such as discovery, Community, schedule management, rewarding system and field booking
These features collectively enhance accessibility, social interaction, and motivation, promoting better mental health and well-being.
Style Guide
To ensure consistency throughout the case study, I developed a comprehensive style guide. This guide specifies the use of typography, color schemes, and graphic elements to create a cohesive and professional presentation. By adhering to these standards, I maintained a uniform look and feel, enhancing readability and engagement.
Maintaining consistency was crucial for effectively communicating the project's objectives and outcomes. My style guide supports visual harmony and reinforces the brand identity of Kick Off NI, ensuring that all materials accurately reflect the project's core values and mission.
Convenient Match Discovery
The discovery screen enables users to find matches across Northern Ireland based on preferences such as age group, number of players, gender, and location. This ensures that participants can easily find suitable games, promoting inclusivity and engagement.
Inclusive Accessibility
I made sure to incorporate accessible features and pitch options for users with mobility challenges, including those using wheelchairs. This commitment ensures that individuals with physical disabilities can participate in friendly games and benefit from the program’s social and mental health support. By addressing these needs, Kick Off NI promotes inclusivity and enhances both physical and mental well-being for all participants.
Efficient Field Booking
Users can search for and book free pitches, particularly for quick and last-minute games. This feature enhances accessibility and convenience, making it simpler for users to engage in physical activity.
Combating Loneliness
The community feature allows users to participate in discussions, join teams, post in feeds, and find new friends. This fosters social connections, helping to combat loneliness and build a supportive network for improved mental well-being.
Motivational Reward System
Kick Off NI includes a rewarding system where users can earn discounts through booking a certain number of games and referrals. Users can also see the medals they have won, providing motivation and a sense of achievement to encourage continued participation.
EVALUATION
Pitching Experience
Over the course of five months, I participated in the Co-Founders program by Catalyst, a competitive pitching initiative designed to support and refine innovative business ideas. This program provided an invaluable platform to develop and present Kick Off NI to a panel of experts and industry peers.
Throughout the program, I honed my pitch and received critical feedback, which played a crucial role in shaping the project's direction and strategy. I am proud to have reached the finals, where I showcased Kick Off NI’s potential to address mental health challenges through community and sport. This experience not only validated the project's vision but also expanded its network and opportunities for future growth.
Accessibility & Usability
To ensure a smooth transition from design to development, I carefully documented my design decisions through a structured handoff process. I provided detailed annotations explaining interactions, spacing, and accessibility considerations, making it easier for developers to implement the design accurately. This step was crucial in maintaining design consistency, minimizing guesswork, and ensuring that the final product aligned with the intended user experience. By collaborating closely with developers and addressing potential edge cases upfront, I helped streamline the implementation process and reduce unnecessary revisions.
EVALUATION
Impact
In the first six months post-launch, Kick Off NI facilitated over 500 match bookings, averaging approximately 84 matches per month. This robust engagement indicates a strong demand for accessible, friendly football games in Northern Ireland.
Bookings for local sports facilities increased by 35% within six months, leading to 20% more repeat bookings and higher venue utilisation.
Takeaway
Empathy Drives Success: I learned that designing with empathy is essential for creating solutions that truly address user needs. Understanding and integrating the emotional and practical challenges faced by users helped tailor Kick Off NI to effectively support mental health.
Accessibility Matters: Ensuring that the product is accessible to all, including those with mobility challenges, is vital. My commitment to inclusivity not only broadened the product’s reach but also reinforced its impact on mental health for diverse users.
Flexibility Enhances Participation: Providing features like convenient match discovery and field booking made it easier for users to engage with the product. I learned that flexibility and convenience are key to encouraging consistent participation.
