A Smarter & More Intuitive Future for Fans – DESIGNED by ONE.
After working on my ECO-Olympics app concept, I started to think more about how digital experiences could improve my real-world journeys. As a Manchester United fan and match-going supporter, I often found the official app clunky and confusing, and I wasn’t the only one. Conversations with other fans revealed our shared frustrations around it's usability and functions.
So, I decided to do something about it and take what I’d learned from my Olympic campaign and reimagine the United app with a focus on fan experience, navigation and using AR in ways that enhance the match day.
The Home Page: Familiar, but Better
Although I knew I could make lots of changes, Manchester United have 1.1 billion fans worldwide and most would be used to the current layout and feel. I therefore kept elements like the bottom navigation bar, top stories and key red / black branding to retain familiarity.
I then restructured the homepage to prioritise fan-first features – with cleaner visuals, streamlined content placement, and easier access to core functions like live match coverage, ticketing and latest news.
Future-Proofing for THe New Stadium
With the knowledge that United were planning to build a new stadium, I wanted this redesign to grow with it.
I introduced AR ticketing, building on the in-app ticketing features already introduced for the 2024/25 season, to help fans find their seats more easily.
To go alongside the new stadium and its unfamiliar layout with fans and even staff, the app also integrates Augmented Reality Mapping to help users locate key areas and facilities across the new stadium site.
The Power of Augmented Reality
AR unlocks exclusive visual content and massive advertising potential.
In order to prove how straight forward this can be, I created a 3D version of Fred the Red, taking advantage of a previous photoshoot where I'd used the LiDAR on my phone, and placed him into Old Trafford using AR.
This opens the door to sponsors and the clubs revenue with new Augmented Reality advertising real estate, from interactive content to branded match day animations.
Let’s break down the potential
• If 100,000 fans use the app at launch,
• And even just 10% (10,000 users) interact with the promoted AR features,
• Showing just 3–5 AR ads per match = 30,000–50,000 ad impressions per game,
• Multiply that over a 19-game home season and you’re looking at 570,000–950,000 total impressions without taking into account visitors who aren't even attending the game.
With the ability to charge per view, interaction or exclusive placements, this creates a new revenue stream for the club – something the current app doesn’t offer, as it primarily directs fans to MUTV or the online shop. Which brings me to my next point.
What’s Next?
Rather than directing fans out of the app to external links, a fully integrated experience for both MUTV and the recently implemented online shop would not only boost app revenue but also provide a better user experience.
With dedicated pages styled in a clean, United-branded interface, fans could watch live coverage, view content archives and shop match day merchandise, all without leaving the app.
From research to redesign, this project was guided by real user pain points and aims to push towards a smoother journey from the sofa to the stands. By combining fan-first design, real-time Augmented Reality technologies and monetisation strategies, the app transforms from a passive platform into a smart companion for every United fan.
This redesign isn’t just a concept, it’s a vision that could launch alongside United’s new home.
Built by a Fan, Designed for the Future
As both a supporter and a designer, I see the potential for United’s digital platforms to go beyond content delivery. Becoming fully connected, immersive tools that enhance match days, grow global engagement and drive long-term value.
This is more than a concept. It’s a demonstration of what happens when insight, creativity, and passion come together as well as what I could bring to the team that helps shape the next generation of United experiences.