[{"data":1,"prerenderedAt":241},["ShallowReactive",2],{"work-en-uefa-female-coaches":3,"work-cards-en":154},{"id":4,"title":5,"approach":6,"body":61,"brief":68,"card":73,"description":65,"extension":77,"gallery":78,"hero":103,"heroAlt":104,"meta":105,"navigation":106,"outcome":107,"path":111,"problem":112,"reflection":115,"resources":116,"role":141,"seo":149,"status":150,"stem":151,"summary":152,"__hash__":153},"work_en\u002Fwork\u002Fuefa-female-coaches.md","Why Not You?",[7,25,38],{"label":8,"title":9,"prose":10,"artifacts":13},"Insight","You can't be what you can't see",[11,12],"The project started from real voices. We interviewed female players and coaches, and the quotes were blunt: coaching \"seems more suited for men\", female coaches \"don't have as much credibility\". But alongside the doubt was something stronger. \"Passing on my passion to younger generations is what drives me.\" \"After a career as a player, coaching allows me to stay connected to the field.\"","That contrast became the strategy. The campaign would not try to argue women into coaching; it would help them see themselves in it. The line that carried the whole concept asked a single question: Why not you?",[14,20],{"src":15,"alt":16,"caption":17,"decision":18,"width":19},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fartifact-insight-doubt.jpg","A pitch-deck slide on black headed 'Society has always told women that they cannot coach', with three speech bubbles quoting female players: 'I never considered being a coach', 'female coaches don't have as much credibility', and 'coaching is more suited for men'.","Research synthesis — the doubt, in players' own words.","Real interview quotes, not assumptions, set the problem: the barrier was visibility, not desire.","half",{"src":21,"alt":22,"caption":23,"decision":24,"width":19},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fartifact-insight-passion.jpg","A companion slide headed 'But if they weren't discouraged from coaching, their passion would naturally lead them to it', with two bubbles: 'passing on my passion is what drives me' and 'coaching keeps me connected to the field'.","And the passion, right beside it.","Holding the doubt against the desire turned the brief from arguing women into coaching to showing them they belong in it.",{"label":26,"title":27,"prose":28,"artifacts":31},"Campaign","A funnel from a mirror to a movement",[29,30],"As a team we built one concept (Why Not You? \u002F Lead Your Passion, Shape the Game) across a full marketing funnel. Awareness was a striking print of female coaches around a mirror, so a viewer sees herself in the picture. Activation was a Euro 2025 trailer stand with a photobooth, where every portrait, QR-linked to our landing page, joined a giant \"Why not you?\" mosaic. Loyalty was an emotional film and coach-led workshops to sustain the momentum after the tournament.","Each stage pointed to the same place. The conversion step, the moment inspiration has to become action, was the landing page, and that was mine to own.",[32],{"src":33,"alt":34,"caption":35,"decision":36,"width":37},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fartifact-one-pager.jpg","The team's one-page campaign summary on white, headed Why not you? with the UEFA Women's Euro 2025 and Amazon logos: columns for obstacles, a two-phase program (awareness and activation, then conversion and retention with the landing page), marketing, the trailer booth, and success metrics, beside mockups of the booth and the mirror poster.","The concept on one page — awareness and activation into conversion and retention.","Laying the whole campaign on a single page kept every stage pointed at one conversion: the landing page.","full",{"label":39,"title":40,"prose":41,"artifacts":44},"Landing page","Turning curiosity into a first step",[42,43],"I designed and built the landing page as a linear scrollytelling journey that walks a visitor from \"maybe coaching isn't for me\" to a concrete first step. It opens on a reframe (\"What if you became the one who inspires?\"), then redefines what coaching even is, not only standing on the sideline but shouting your heart out and caring more than anyone else, before handing the story over to real female coaches speaking in short video testimonials.","From there it stops inspiring and starts guiding. A low-pressure invitation comes first (\"not sure if coaching's for you? Try a workshop, one day, no pressure\"), and only then the concrete path: the real Swiss licensing ladder from an Animator License up to the UEFA C Diploma. The UX writing carries all of it, sized so the first step always feels small enough to take, and I prototyped the whole experience in Figma, working out the scroll, pacing, and hierarchy screen by screen.",[45,51,56],{"src":46,"alt":47,"caption":48,"decision":49,"width":50},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fartifact-lp-hero.jpg","The landing page hero on a blue field: the yellow 'Why not you?' wordmark and the headline 'What if you became the one who inspires?' over a young coach, with a button to discover what coaching means.","The opening reframe.","The page opens by flipping the question from 'is coaching for me?' to 'what if you were the one who inspires?'.","wide",{"src":52,"alt":53,"caption":54,"decision":55,"width":19},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fartifact-lp-testimonials.jpg","The 'Let them tell you' section on purple: a coach portrait, the pull-quote 'I'm a role model for my young players', and a video testimonial player.","Then it hands the story to real coaches.","After the reframe, the page steps back and lets real female coaches carry the inspiration in their own words.",{"src":57,"alt":58,"caption":59,"decision":60,"width":19},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fartifact-lp-workshop.jpg","The 'Let us guide you' section on green: 'Not sure if coaching's for you? Try one of our workshops, one day, no pressure', above Coaching 101 cards with dates and venues.","And sizes the first step so it feels small.","Before the licensing ladder, a low-pressure workshop keeps the first step small enough to actually take.",{"type":62,"value":63,"toc":64},"minimark",[],{"title":65,"searchDepth":66,"depth":66,"links":67},"",2,[],{"role":39,"year":69,"host":70,"scope":71,"shipped":72},"2025","HEIG-VD · UEFA × Amazon brief","Team of eight","One-pager, pitch deck, report",{"title":74,"alt":75,"image":76},"Why Not You? — the UEFA female coaches campaign","The Why Not You? campaign: bold display typography over a female coach, with the line Lead Your Passion, Shape the Game.","\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fadjacent.jpg","md",[79,83,87,91,95,99],{"src":80,"alt":81,"caption":82},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fgallery-poster.jpg","The awareness poster: nine portraits of real female coaches around a central mirror tile reading Why not you?, under the banner Coach, Woman, Leader.","Awareness — the mirror poster, Why not you?",{"src":84,"alt":85,"caption":86},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fgallery-booth.jpg","A 3D render of the Euro 2025 trailer booth: a long black stand wrapped in repeating Why not you? type and screens of coaches, with Lead your passion, shape the game on the end panel.","Activation — the trailer booth at Euro 2025 (render).",{"src":88,"alt":89,"caption":90},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fgallery-identity.jpg","The visual identity board: the Why not you? wordmark in Monument Extended, Manrope type specimens, and the vivid palette of orange, purple, green, blue and yellow with brush strokes.","Identity — Monument Extended, Manrope, a vivid palette.",{"src":92,"alt":93,"caption":94},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fgallery-photobooth.jpg","A render inside the booth: a tablet inviting visitors to join a wall of portraits, beside a screen reading Why not you? and 1482 people leading the cause.","Activation — the photobooth, QR-linked to the landing page (render).",{"src":96,"alt":97,"caption":98},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fgallery-mosaic.jpg","A render of the mosaic wall: a grid of coach portraits beside a kiosk inviting visitors to add their own, on a brushstroke backdrop.","Activation — the Why not you? mosaic wall (render).",{"src":100,"alt":101,"caption":102},"\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fgallery-film.jpg","A still from a coach testimonial film: a young coach on a pitch in the late afternoon sun, captioned So my background is a bit unusual because I, with a play-button overlay.","Loyalty — the coach testimonial film.","\u002Fimages\u002Fwork\u002Fuefa-female-coaches\u002Fhero.jpg","The Why Not You? campaign: bold display typography over a female coach, with the line Lead Your Passion, Shape the Game, in the campaign's vivid orange, purple, green, and yellow palette.",{},true,[108,109,110],"A complete scrollytelling landing page, the campaign's conversion point, taking a visitor from self-doubt to a concrete first step toward coaching.","A complete campaign concept (awareness, activation, conversion, loyalty) presented for the UEFA and Amazon brief around the Women's EURO 2025.","The real payoff came after the course. Our concept was selected, merged with another team's, and developed by HEIG-VD's Media Engineering Institute into a real campaign for UEFA, which kept our name and is now live at whynotyou.ch. The original student work is documented in the HEIG-VD showcase, pi25.heig-vd.ch. A student brief became a real piece of work in the world.","\u002Fwork\u002Fuefa-female-coaches",[113,114],"Football is full of women who have lived every part of the game as players, and almost none of them picture themselves as coaches. The barrier is not desire, it is visibility. As one of our interviews put it, \"I never considered being a coach, it's hard to be a woman in this environment.\" When you have never seen someone like you doing it, the role is hard to imagine for yourself.","The brief, from UEFA and Amazon around the Women's EURO 2025, was to change that. Interviews with female players surfaced the same belief from both sides: that female coaches lack the credibility of men, and yet that the passion to pass the game on is clearly there. The desire exists. The campaign's job was to help it grow into action.","The lesson that stuck was how much of this lived in the words. A landing page about something as personal as \"could I do this?\" succeeds or fails on tone, pacing, and the size of the step it asks for, far more than on visual polish. Writing my way from a stranger's doubt to a confident first click taught me to treat UX writing as the structure of an experience, not its decoration. Seeing the concept go on to become a real UEFA campaign was the proof the story had carried.",[117,121,124,128,131,134,138],{"type":118,"title":119,"url":120},"demo","Landing page — Figma prototype","https:\u002F\u002Fwww.figma.com\u002Fproto\u002FtfH9gixulS4vFgBgyCYQWF\u002FLanding-page?page-id=1%3A4&node-id=332-284&viewport=260%2C516%2C0.02&t=upDM0ZiI1FYv2VvU-1&scaling=scale-down&content-scaling=fixed&starting-point-node-id=332%3A645&hotspot-hints=0",{"type":118,"title":122,"url":123},"Euro 2025 photobooth","https:\u002F\u002Fphotobooth-whynotyou.netlify.app\u002F",{"type":125,"title":126,"url":127},"pdf","Pitch deck","\u002Ffiles\u002Fuefa-female-coaches-pitch-deck.pdf",{"type":125,"title":129,"url":130},"One-pager","\u002Ffiles\u002Fuefa-female-coaches-one-pager.pdf",{"type":125,"title":132,"url":133},"Mirror poster","\u002Ffiles\u002Fuefa-female-coaches-mirror-poster.pdf",{"type":135,"title":136,"url":137},"web","HEIG-VD project showcase","https:\u002F\u002Fpi25.heig-vd.ch\u002Fen\u002F",{"type":135,"title":139,"url":140},"Why Not You? : le concept présenté à la finale de l'UEFA Women's Euro 2025","https:\u002F\u002Fheig-vd.ch\u002Factualites-rad\u002F2026\u002F02\u002F12\u002Fwhy-not-you-:-le-concept-presente-a-la-finale-de-l%27uefa-women%27s-euro-2025\u002F",{"led":142,"contributed":144,"notTouched":146,"team":148},[143],"The landing page: its design, scrollytelling structure, UX writing, and Figma prototype",[145],"Research and the campaign concept with the team (interviews, personas, the funnel strategy)",[147],"The photobooth and mosaic build, the printed poster, and the physical trailer stand, owned by other team members","Team of eight (Group Loomi) for the HEIG-VD Integration Project, on a brief set by UEFA and Amazon: Hanae Ibrahim, François Cuennet, Jérémy Martin, Antony Neyret, Odin Wermeille, Ariadne Melissargos, Leïla Fidalgo, and Yonatan Teklezgi. Supervised by Marie Kuter (UX\u002FUI and design), Nicolas Chabloz (technical innovation, XR and mobile), and Laurent Berthelot (project lead), with support from teachers and experts across the HEIG-VD Media Engineering Institute.",{"title":5,"description":65},"live","work\u002Fuefa-female-coaches","A campaign to get more women into football coaching, made for a UEFA and Amazon brief. The team concept, Why Not You?, runs a full funnel from a mirror poster to a Euro 2025 photobooth to the landing page I designed, which turns inspiration into a concrete first step toward coaching.","SifYpNqZvuW4yav9lsPITBUr1cxCAKIy4Uj3XQJwhSc",[155,161,167,173,179,185,191,197,203,209,215,221,227,229,235],{"path":156,"card":157},"\u002Fwork\u002Fa-ta-dispo",{"title":158,"alt":159,"image":160},"À ta Dispo — matching event volunteers with organizers","The hand-drawn À ta Dispo wordmark, a coral logo on a pink sticker shape, on a plain coral background.","\u002Fimages\u002Fwork\u002Fa-ta-dispo\u002Fadjacent.jpg",{"path":162,"card":163},"\u002Fwork\u002Fan-aura-of-words",{"title":164,"image":165,"alt":166},"An Aura of Words — Lugano's parks, told by their reviews","\u002Fimages\u002Fwork\u002Fan-aura-of-words\u002Fadjacent.jpg","Lugano's five parks shown on a map, each as a color-blended organic aura sized by review volume.",{"path":168,"card":169},"\u002Fwork\u002Fbeau-rivage",{"title":170,"alt":171,"image":172},"Beau-Rivage Eco-Redesign — a 95% lighter luxury hotel site","The redesigned Beau-Rivage Palace site: restrained, elegant, far lighter than the original.","\u002Fimages\u002Fwork\u002Fbeau-rivage\u002Fadjacent.jpg",{"path":174,"card":175},"\u002Fwork\u002Fbereal",{"title":176,"alt":177,"image":178},"Re-coding BeReal — a dual-camera capture and image pipeline","Re-coding BeReal: the composed dual-photo post beside a friend's feed, on a dark mobile interface.","\u002Fimages\u002Fwork\u002Fbereal\u002Fadjacent.jpg",{"path":180,"card":181},"\u002Fwork\u002Fbrushbuddy",{"title":182,"image":183,"alt":184},"BrushBuddy — a monster cube that guides two-minute toothbrushing","\u002Fimages\u002Fwork\u002Fbrushbuddy\u002Fadjacent.jpg","A hand lifts the toothbrush from the dock on top of the BrushBuddy cube, which has a worried yellow monster face.",{"path":186,"card":187},"\u002Fwork\u002Fcultural-trails",{"title":188,"alt":189,"image":190},"Cultural Trails — a full-stack heritage walking app","Two screens from the Sentiers culturels app on the project's green, peach and blue trail ribbon: the explore map of trails across the Lausanne shore, and in-walk navigation following a route on a satellite map.","\u002Fimages\u002Fwork\u002Fcultural-trails\u002Fadjacent.jpg",{"path":192,"card":193},"\u002Fwork\u002Fdatabloom",{"title":194,"image":195,"alt":196},"DataBloom — making the energy impact of digital usage visible","\u002Fimages\u002Fwork\u002Fdatabloom\u002Fadjacent.jpg","The DataBloom flower: ultramarine felt petals on a green segmented stem in a small terracotta pot, on a white studio backdrop.",{"path":198,"card":199},"\u002Fwork\u002Felen",{"title":200,"image":201,"alt":202},"ELEN — a speculative camera for invisible wireless presences","\u002Fimages\u002Fwork\u002Felen\u002Fadjacent.jpg","ELEN, a handheld camera with a translucent orange body and twin white handles, lit on a gray studio backdrop, its deep-blue screen showing through the plexiglass.",{"path":204,"card":205},"\u002Fwork\u002Ffamily-space",{"title":206,"image":207,"alt":208},"UBS Family Space — a family's shared place to manage money","\u002Fimages\u002Fwork\u002Ffamily-space\u002Fadjacent.jpg","UBS Family Space concept: two phone screens on a soft red gradient, a parent's hub for the child's analytics, limits, and goals, and the child's savings-goal screen.",{"path":210,"card":211},"\u002Fwork\u002Fhuman-loci",{"title":212,"image":213,"alt":214},"Human Loci — a synesthetic listening object","\u002Fimages\u002Fwork\u002Fhuman-loci\u002Fadjacent.jpg","Human Loci: a transparent acrylic listening box with three plaster disks for a park, a marina, and a train station.",{"path":216,"card":217},"\u002Fwork\u002Fmeeting-pond",{"title":218,"alt":219,"image":220},"Meeting Pond — connected light objects for distant presence","Two connected Meeting Pond units standing side by side, one glowing blue and the other pink, each showing ripples across a 32×32 LED grid.","\u002Fimages\u002Fwork\u002Fmeeting-pond\u002Fadjacent.jpg",{"path":222,"card":223},"\u002Fwork\u002Fthea",{"title":224,"image":225,"alt":226},"Thea — a calm new sense for living with allergies","\u002Fimages\u002Fwork\u002Fthea\u002Fadjacent.jpg","The Thea wearable suspended in a lattice of orange cords against a cobalt sky, its oblong gauge glowing, an editorial shot from the final presentation.",{"path":111,"card":228},{"title":74,"alt":75,"image":76},{"path":230,"card":231},"\u002Fwork\u002Fwama",{"title":232,"image":233,"alt":234},"Wama — machine learning as a sink-side witness","\u002Fimages\u002Fwork\u002Fwama\u002Fadjacent.jpg","Wama's built sink rig at an angle: a tap pouring into a clear basin, the phone in its laser-cut holder showing the character.",{"path":236,"card":237},"\u002Fwork\u002Fwematch",{"title":238,"image":239,"alt":240},"WeMatch — an AX matching service for the WeRoad world","\u002Fimages\u002Fwork\u002Fwematch\u002Fadjacent.jpg","WeMatch title card: 'WeMatch finds your group before you find your trip' in coral and ink on a soft white-to-pink gradient, with the round Matchy agent character.",1783535591637]