DIGITAL TRANSFORMATION · 2026
Wimbledon
- 16M
- Fans reached on Wimbledon’s digital platforms
- 526K
- Spectators on the grounds across the fortnight
- 23.5M
- Combined social media audience
- Wimbledon / IBM, 2024.
- AELTC, 2024.
- Wimbledon, 2024.
A new digital home for The Championships, a ground-up redesign of the app and website for 2026, and the foundation for what comes after: one design system serving fans at home and guests inside the gates, across native iOS, Android and web.
- Design strategy
- User research
- UX design
- UI / visual design
- Design system
- Brand-to-digital
- CMS / content design
- Internal portal
- Design leadership
01Brief
Wimbledon had just redrawn its brand, and the new identity needed somewhere to live. Its digital estate had grown the way the grounds had, by accretion, without a shared foundation, and the audience now met the brand across a scatter of disconnected places. The task was twofold: deliver a redesigned app and website for the 2026 Championships, and lay the foundation for everything Wimbledon’s digital presence would become after it. One system had to serve audiences that barely overlap, fans following from home, guests moving around the grounds, players, club members and partners, and hold while a content team published into it daily, without a designer in the room.
02Approach enfoque
The first principle
A brand becomes digital when it turns into behaviour, not when it turns into a colour. So the new identity wasn’t applied as a skin over existing screens, it was rebuilt as a system of product behaviours: type, spacing, hierarchy, states and components that carried Wimbledon’s character wherever they appeared. We took the engineering reliability of an enterprise base and evolved it into Wimbledon’s own design system, a hub-and-spoke model, where a shared core held the rules and each platform, native iOS, native Android and web, kept its own spoke for platform behaviour. Consistency without forcing sameness.
- 100+
- App & web components, from 40+ foundations
- 6
- Product domains, one system
- 3
- Native platforms, iOS, Android, web
- Design-system inventory, 2025.
The brand only became digital when it turned into behaviour, not when it turned into a palette.
One core, many products
A foundation is only worth the name if it holds up the whole building. Wimbledon wasn’t one product but many, live sport, editorial, ticketing, member services, player tools, commerce, each with its own logic and audience. The real risk was a dozen mini-systems wearing the same colours. So the work was to define one core that genuinely served all of them: shared components and rules underneath, domain-specific patterns on top. The content team’s publishing toolkit was one expression of it; a club member’s private dashboard another. Same grammar, different sentences.
03Work obra
One foundation, many audiences
One foundation had to serve audiences that barely overlap. Fans following from home wanted scores, draws and stories. The content team needed to publish into all of it, daily. Guests inside the gates needed wayfinding and day-of-visit detail. Players and club members had their own private journeys; partners and commerce had their own placements. The system was built so each could draw from the same core, the same components, the same brand rules, while bending to its own context and platform. Live data stays calm as it changes; editorial opens and tightens; member, player and commercial areas stay coherent with the public ones. The foundation holds; every surface adapts.
Led through scale
Halfway through, the role changed. As the programme grew across squads I stepped into an interim Visual Design Lead position, reviewing work, mentoring junior designers, aligning C-suite stakeholders, and turning the system into guidance the team could apply without me. That was the real deliverable: a foundation only scales if the people building on it understand not just which component to reach for, but why it was made that way. By the end the work kept moving on its own grammar, the clearest sign the system had taken hold.
04Outcome resultado
A redrawn brand became a working digital foundation. Wimbledon went into the 2026 Championships with a redesigned app and website built on one design system, serving fans, players, club members and guests, inside the gates and out, across native iOS, Android and web. Built as a foundation rather than a one-off, it set the direction for Wimbledon’s digital growth beyond the fortnight, and left the content team able to publish directly into it. The app direction earned a green light from Apple’s design team.
One of the best things IBM has ever designed.
— IBM Creative Director, 2026
- Client
- The All England Lawn Tennis Club
- Years
- 2025–2026
- Role
- Senior Product Visual Designer & interim Visual Design Lead
- Studio
- IBM iX / IBM Consulting
- Platforms
- iOS (Swift) · Android (Jetpack Compose) · Web (React)
- System
- Wimbledon design system (evolved from IBM Carbon)
- Scope
- Design strategy · User research · UX · UI · Design system · Brand-to-digital · CMS · Internal portal · Design leadership
- Recognition
- Apple Design Team feedback
- Live
- wimbledon.com