Creating a digital product
for a world-famous UK football destination.

The brief
Fulham FC asked me to design the digital design system for Fulham Pier, their new riverside destination combining food, drink, live music, art and leisure. The challenge: one system had to serve two very different jobs: fast, frictionless booking (tables, tickets, events) and low-effort discovery (what's on tonight, what's worth wandering into).

My role
I led on the UX and design, the end to end: research, IA, interaction patterns, visual system, and the component library that our development partner built from. I owned the relationship with Fulham FC's brand team to make sure the system read as Fulham Pier, not generic match day branding stretched thin.

Approach
I split the experience into two clear modes at the architecture level: Browse and Book. Browse is low-commitment swipeable, visual, time-of-day aware interface which surfaces what's happening now or tonight without menus or forms. Booking is a short, linear flow, venue or event, party size, time, confirmation, reachable from anywhere in one tap, so a user scrolling gig listings can jump straight into a booking without losing their place.

The visual system pulled from Fulham's black-and-white heritage but warmed it up for a leisure/hospitality context. I added a secondary palette per zone (riverside dining, live music, bar) so users could orient themselves by colour before they'd read a word. Typography and iconography were built to hold up across in-venue screens, the app, and email confirmations, so the system had to work as hard offline as on.

Deliverables
I created the full design system in Figma, components, patterns, plus a documented handoff for booking flows, browse/discovery patterns, and event/venue detail templates. I also delivered a lightweight brand-to-product guideline so Fulham's marketing team could extend the system into campaign work without design involvement on every asset.​​​​​​​