TAG Heuer Connected Premier League app


TAG Heuer Connected were made official time keeper of Premier League in 2016.  To demonstrate their heritage in time precision and sportsmanship, TAG Heuer decided to build a custom application on their new smartwatch the TAG Heuer Connected, for the referees to use during games.

The brief was to build a simple, functional and practical tool that supported the needs of Premier League referees whilst demonstrating the key qualities of the TAG Heuer Connected.


Firstly, I looked at all the existing equipment the referees were using, especially the Polar HR watch.  Then compared this with the features and functionality of the TAG Heuer Connected, to identify areas of opportunity to simplify their task and make use of the new technology available to them.

Then I studied the match sequence in detail, breaking down the section of the match, observing referees during a game and interviewing 3 key stakeholders. As a result, it was clear the experience needed to be a simple as possible, only drawing the referee’s attention at the relevant times – avoiding any unnecessary distraction. This was a function first brief.


Lastly, with the lead designer Ignacio Bueno, we tested different colour patterns on the device to see how we could use this as a form of communication during the match.  This was important as we needed to design a product that allowed the referee to quickly decipher the time at a glance, in any weather conditions.  The findings meant we were forced to rely on contrast to separate detail on the screen.


To keep the experience simple, I defined a set of rules for the design and tech team, to ensure the behaviour of the application could be easily learnt.  Below is an example of those rules:

The design process


During the process we explored a number of ways to communicate the progress of match, looking at the different elements we can emphasise with limited real estate.



From our research, I was able to draw up flows and begin to put together journeys. Continuing to explore different ways of communicating time progress, below are some examples:



As this was a product for a select audience that would not be available to the public, we were able to train our user group.  We followed up with user testing on the same day, to ensure the product was simple to use.   Below are some of the photos from the day:

The testing was very positive and the product went live in August 2016.

During the design phase, the Premier League team were very keen to avoid any mistakes during a match.  As a result they specifically requested a two finger gesture to start and stop period of play.  I had some concerns as this was not a natural or supported interaction, but after discussions with the referees, we went ahead with the design.  Following a number of matches, we received feedback that this was hindering the experience.  As a result, we did an update to the application in September with a single finger tap to imitate the start of each period of the match.