Premier League: digital reports
About the project
GOALS
- Translate long-form reports into engaging, accessible digital experiences
- Improve readability and structure without losing depth or meaning
- Highlight key initiatives and impact across both on and off pitch activities
- Create a repeatable system for delivering future reports efficiently
- Enable detailed analytics to understand how users engage with content
CHALLENGE
The reports contained large volumes of dense information, making them difficult to navigate and engage with in traditional formats.
The challenge was to break this content down into a structured, intuitive experience - guiding users through key narratives without overwhelming them, while maintaining clarity, accessibility, and performance.
At the same time, each report required a distinct visual identity, adapting to different sub-brands within the Premier League ecosystem.
Solution
A modular, scroll-based system designed to translate complex reports into structured digital experiences.
Content is broken into clear sections, supported by anchored navigation and subtle interaction design to guide users through the narrative.
The system allows for flexible brand application, enabling each report to feel bespoke while maintaining consistency in structure and delivery.
Advanced analytics tracking was implemented to capture how users engage with content - providing insight into behaviour at both page and section level.
Let's Jam
Turning Reports into Experiences
Rather than presenting reports as static documents, the focus was on creating guided, scroll-based experiences.
Long-form content was broken down into structured sections, allowing users to move through the material in a way that feels natural and digestible - highlighting key messages without overwhelming the reader.
Each report is designed as a one-page experience with anchored navigation, enabling users to jump between sections while maintaining a clear sense of progress. A progress-aware navigation system provides both orientation and control - helping users understand where they are and what remains. Great UI meets great UX.
Designing a Repeatable System
A flexible system was developed to allow multiple reports to be delivered efficiently, without compromising on quality or individuality.
While the underlying structure remains consistent, each report can adapt its visual identity - supporting sub-brands such as No Room For Racism - resulting in experiences that feel bespoke while being built on a scalable foundation.
Interaction & Engagement
Subtle interaction design plays a key role in improving engagement across otherwise dense content.
Scroll-triggered animations, interactive timelines, and dynamic background elements are used to create rhythm and progression—helping maintain attention without distracting from the content itself.
These interactions are designed to support the reading experience, not compete with it.
Analytics & Insight
Understanding how users engage with the content was a key part of the project.
Through Google Tag Manager, bespoke tracking was implemented - including anchor link interactions, scroll depth, and time spent per section.
This provides detailed insight into how users navigate the reports - highlighting which sections attract the most attention and where engagement drops off, informing future iterations.
Outcome
The result is a series of high-quality digital reports that make complex information more accessible and engaging.
The platform has been viewed by tens of thousands of users across more than 100 countries, supporting the Premier League in communicating its work to a global audience.
The system also provides a scalable foundation for future reports - combining clarity, performance, and insight into a single, repeatable approach. Allowing the focus to be on story, rather than technical execution.
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