Interactive experiences built
Activity sheets designed
Client manageable interactive quiz
The Coles MiniRoos website launched in November 2025, giving Football Australia's flagship grassroots program its own standalone digital home for the first time. The Kids Zone was designed as part of that platform from day one: a dedicated space within the site where children aged 4 to 11 could engage with the program beyond the registration journey.
But launching the website was only the beginning. The first phase gave the Kids Zone its foundation: skill builder videos, a weekly football challenge, and content celebrating the MiniRoo of the Year. The real magic (the colouring pages, the mazes, the quiz) was still to come. The second phase was where the space would come alive.
The website gave Coles MiniRoos its digital home. The second phase gave the kids a reason to stay.
The MiniRoos website is, at its core, a parent-facing platform. Parents research programs, compare pathways, and complete registrations on behalf of their children. But Coles MiniRoos is a program built around children aged 4 to 11, and the Kids Zone needed to reflect that: not just in its content, but in the experience of being there.
Skill videos offered one mode of engagement: football-focused, updated regularly, and dependent on a child's motivation to head outside and try what they had watched. That kind of content suits some kids some of the time. But it is inherently passive, and it left a clear gap. There was no space on the site for children to actually do something (to create, to explore, or to test what they knew).
There was also a practical design constraint that shaped every decision. iPads are the primary device children in Australia use to consume digital content. Any experience built for the Kids Zone needed to work on a touchscreen first, with printable alternatives available for families without consistent device access.
The colouring pages were originally scoped as static, downloadable PDFs. We elevated them into an interactive in-browser experience. Kids can colour digitally on any device or print the sheets and colour at the kitchen table. Football Australia provided the original character illustrations; LimeHub adapted them into SVG-format assets optimised for digital colouring and touch interaction.
Five sheets were designed featuring Rooby and Roopert, the Coles MiniRoos mascots: "Rooby's Perfect Save," "Design Your Own Football," "Rooby's Goal Dab," "Design Roopert's Jersey," and "Colour Roopert." The mix of action poses and creative design prompts gives kids different types of activities across the collection, encouraging repeat visits.
The maze experience followed a similar build approach: interactive in-browser and printable, designed for touchscreen use from the outset. Two football-themed maze designs challenge kids to navigate a ball from the start point through to the trophy. Existing Football Australia illustrations were adapted for the maze format, keeping production efficient while ensuring the result was fully on-brand and age-appropriate.
The quiz was the most technically ambitious of the three experiences. Built using Webflow's AppGen AI development tool and connected directly to the Webflow CMS, it gives Football Australia a fully managed quiz engine they can update independently. Questions live in the CMS and are allocated to specific quiz editions, so new quizzes can be added and seasonal editions retired without developer involvement.
Three editions are planned: Commbank Matildas, Commbank Socceroos, and the FIFA Men's World Cup Quiz, each with six questions. Results include personalised score-based feedback, and kids can review their answers or select a new quiz when they are done.
Football-themed path challenges and colouring interactive experiences optimised for touchscreen interaction, with printable alternatives and interactive quiz app
Featuring Rooby and Roopert across action poses and creative design prompts, available in-browser and as printable PDFs for colouring and Maze activities with room to scale
Series of questions across Commbank Matildas, Commbank Socceroos, and FIFA Men's World Cup Quiz; fully CMS-managed and built to grow
The Kids Zone now offers children four distinct modes of engagement: skill challenges, creative colouring, problem-solving mazes, and quiz-based football knowledge. Each experience is designed to be picked up and put down, built around how kids use devices, not how we might expect them to.
The iPad optimisation of the colouring experience was a particular highlight, with Football Australia expressing strong satisfaction with how naturally the experience works on a touchscreen: a key outcome given iPads are the primary device for children in this age group.
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