Insights on UX/UI, Branding and Digital Design

Why Most Football Club Apps Fail to Keep Fans Engaged — and How to Fix It

After working with multiple football clubs on their digital products, we keep seeing the same patterns. Here's why most club apps underdeliver on engagement — and what to do about it.

What Makes a Top-Rated Product Design Agency for Sports Teams in 2026

Not every design agency can deliver for a professional sports organisation. Here's what actually matters when choosing a product design partner for a sports club, league, or sports tech startup.

Humbleteam at Leaders Club: UEFA Women's Champions League Night in London

Sergey Krasotin shares his impressions from an evening with sports industry leaders, a Q&A with top executives, and 90 minutes of football nobody wanted to end.

Your Brand Is Always in Beta: Why Digital Branding Never Really Finishes

Most teams treat branding as something you finish once and move on. Here's why that thinking gets startups and digital products into trouble — and what we learned from a campaign that flopped.

Why You Can't Judge Design Quality by Hourly Rate

We ran an experiment in our hiring process — and the results might change how you think about design budgets and agency selection.

Top UX/UI Mistakes Sports Clubs Make When Designing Fan Apps

Fan apps are becoming a key digital touchpoint for sports clubs — but most of them underdeliver. Here are the most common UX/UI mistakes we see, and what to do instead.

Humbleteam at International Sports Convention 2026 in London

Sergey Krasotin, Design Director and founder of Humbleteam, attended ISC 2026 in London — here's what made it worth the trip.

Why Many Teams Still Don’t Use AI Agents

Over the past year, Humbleteam, a UX/UI and product design agency working with sports teams, fintech companies, and digital platforms, has started implementing AI workflows for several large clients.

And we noticed an interesting pattern...