Through McHugh Media, I created ECO-Olympics, a forward-thinking concept project aimed at redesigning the digital experience of the Olympic Games with a strong focus on sustainability and immersive fan interaction.
The project began with a deep analysis of the official Olympics app, where I identified several key issues, such as a lack of intuitive navigation, limited interactive features and missed opportunities for environmental messaging and fan engagement. Using Adobe XD, I redesigned the full UX and UI, developing a cleaner and more interactive structure that prioritised ease of use and meaningful user journeys.
A core part of the project involved rebranding the sport visuals. I designed an entirely new set of re-imagined but recognisable icons for each Olympic sport, balancing innovation with familiarity to ensure clarity while giving the visuals a distinctive identity.
The flagship feature of the redesign was an AR-enhanced fan experience. Fans could use their digital in-app tickets to find their seats inside venues using real-time AR navigation or discover exclusive Olympic zones, pop-ups, and sponsor experiences by scanning their surroundings. This significantly boosted interactivity and opened 90% more advertising real estate for sponsors within the app.
This concept project demonstrated how McHugh Media blends digital design, user research, branding and emerging technology to create future-proof experiences that are both functional and creatively ambitious. ECO-Olympics represents a blueprint for how large-scale events can become more sustainable, engagingand digitally innovative.