Connections with Aussie Kids
Audience groups served across a single Webflow website
Discovery to launch timeline
Coles MiniRoos is Football Australia's flagship entry-level program, introducing kids aged 4 to 11 to football through fun, safe, and inclusive experiences. Delivered in partnership with Coles and government, the program runs two main pathways: Coles MiniRoosKick-Off (introductory, fun-focused sessions) and Coles MiniRoos Club Football (small-sided seasonal competition), plus MiniTillies (a girls-only stream) and holiday clinics. Nearly 300,000 children participate across more than 1,300 clubs nationwide.
The program had grown significantly over the years, and the digital experience needed to grow with it. Their content had been part of Football Australia's broader PlayFootball website, sharing space with other programs and audiences. With a brand relaunch scheduled for November 2025, there was an opportunity to give Coles MiniRoos its own standalone website: a dedicated platform that could reflect their fresh brand identity, serve the program's distinct audiences clearly, and provide a foundation for future growth.
The program was reaching nearly 300,000 kids. It deserved a digital presence that matched its scale.
When we ran the discovery workshops with Football Australia stakeholders, the scope of the UX challenge came into focus. The website needed to serve six distinct audience groups, each with different motivations and goals. Parents are the primary volume driver, looking for safe, fun programs for their kids. Clubs are the strategic priority, needing resources and support to deliver programs at scale. Coaches need session guides and accreditation pathways. Kids need engaging content that makes football feel exciting. Schools are delivery partners for after-school programs. And associations and federations enable program rollout across states and territories.
We mapped full end-to-end userflows for the two primary audiences. The parent journey covered six stages from arrival through to post-registration engagement, including program discovery, pathway comparison, local program search, and registration. The club journey covered five stages from initial interest through to post-activation advocacy, including delivery requirements, resource access, and activation. Both flows were designed with clear decision points and support pathways at every step.
The site needed to feel like it was built for parents and kids first, while quietly giving clubs everything they needed to run the program.
Getting that hierarchy right, without forcing any audience through content meant for another, was the core design challenge.
The information architecture was built around clear pathway separation. Parents land on program explainer pages with side-by-side comparisons and a program finder tool that filters by age and location. Clubs land on a dedicated section with activation guides, delivery requirements, and toolkit downloads. The Kids Zone has its own space with skill videos, colouring pages, and football stories. Each audience group can find their entry point from the homepage without navigating through content meant for someone else.
The Coles MiniRoos brand relaunch provided updated guidelines for colours, typography, and imagery. The design needed to feel fun and engaging for a kids' program while being reassuring for parents and professional enough for Football Australia's stakeholders and Coles as naming sponsor. We used the brand's energy and colour palette to create a vibrant, welcoming experience, grounded in clear information hierarchy and strong safety and inclusivity messaging. Social proof (participation numbers, club count, program history) was placed strategically to build confidence before registration.
The site was built with 10 CMS collections covering programs (parent and club variants), FAQs, testimonials and success stories, partners, club resource assets, news, categories, role models, and legal compliance. This means Football Australia can add new programs, update resources, publish news, and feature stories without developer support. Formstack forms handle program registration and club sign-up, with a GameDay iframe for competition registration. Football Australia staff were trained to manage the site independently.
A website built to support Australia's largest grassroots football program
Dedicated pathways, activation tools, coaching resources, and program toolkits for clubs nationwide
Parents, clubs, coaches, kids, schools, and associations, each with clear entry points and tailored journeys
The Coles MiniRoos website gives the program something it has never had before: its own digital home. Parents can find programs and register their kids. Clubs can activate programs and access everything they need to deliver them. Coaches can find session guides and accreditation. And kids can engage with football through the Kids Zone. Six audience groups, each with their own journey, on one platform that feels simple rather than overwhelming.
.avif)
.avif)
.avif)
.avif)
.avif)
.avif)
.avif)
Schedule a discovery call to discuss your current challenges and explore how a strategic approach can drive growth.
