Tottenham Hotspur
UX & UI Design — Ecommerce Design System
A world-class stadium. A best-in-class physical store. But the online shop? It wasn’t playing at the same level.
Tottenham Hotspur asked us to raise the bar — designing a faster, sharper ecommerce experience and a digital toolkit to match. One that served fans better, converted harder, and brought brand consistency across every screen.
So we built a new design system and a smarter storefront. One built to move fast, sell better, and stay true to the Spurs identity.
Design system
First, the foundations. We reviewed the Club’s existing style guide with their retail and brand teams — and found gaps. Visual inconsistency. Weak performance on mobile. No clear system to scale.
We went beyond patching holes.
We created a new design system purpose-built for retail. It introduced a screen-first font with global flexibility, refined the colour palette for impact, and tightened rules around layout, content blocks and campaign assets. We built UI components that flex across devices and added photography guidance to keep future assets on-brand.
The result? A future-facing system that gives the Spurs retail team the tools to create fast — without starting from scratch each time.
Ecommerce experience
With the system in place, we turned to the shop itself — and made it work harder.
We streamlined navigation. Made products easier to find. Put campaigns in the spotlight. And prioritised mobile performance, speed and simplicity.
One standout feature: the Shirt Personaliser. It lets fans build their own kit in real time — from team to name to lettering — bringing the buzz of the megastore to the palm of your hand.
This wasn’t just about today’s sales. It was about building the platform for the Club’s next chapter in digital retail.
