Site Relaunch
A new site relaunch celebrating the Reds, providing match statistics and improving the Aberdeen FC fan experience.
Deliverables:
Updated website visuals and information architecture, data visualisation
Timeframe:
3 months
- UI Design
- UX Strategy
- Information Architecture
The Problem
Aberdeen FC had requested a new brand refresh of their pre-existing fan website to effectively use it more efficiently for marketing as well as communicate football events, fixtures and player stats. There were several pain points with the pre-existing site as it currently stood:
- Fans found fixture information and ticketing information hard to access
- There was little fan engagement and time on the site on the whole
- Little awareness and poor site support to Aberdeen FC’s womens team
- The site’s appearance needed follow Aberdeen FC’s new branding approach
- Increase ticket and merchandise sales
- Little awareness of the RedTV video platform
The real challenge that the final design had to be flexible...
The Strategy
Working as the in-house designer on the project while at Sotic Ltd, I first started with a content audit of the entire site and its subpages. In doing so, a new direction was discovered for the design and why certain pages were not performing as expected. Following on from my site audit, I then began creating a new design system and content approach following Aberdeen FC’s updated brand guidelines. A few issues had appeared here, such as accessibility concerns given Aberdeen FC’s new shade of red. The real challenge that the final design had to be flexible - the design system was created with an ‘atomic’ methodology in mind, allowing various different forms of content to be used on the website smoothly.
- Where possible infographics were used instead of textual data - this made the fan experience considerably more approachable and encouraged more fan discussion
- A ‘train departure’ board was included on the home page - this gave fans a readily-accessible area to discover the latest news about their favourite team at a glance including the latest match and being able to purchase tickets quickly.
- Both the mens and womens teams were now treated with the same priority in the site navigation, allowing them to both share fan awareness.
