Discovery

Understand, Research, Involve

1 . Why are we doing this?

What measurable effects or measurable changes do we want to achieve in this project? In this exercise, people from different sections of the Associations shared their insights.

Findings

We grouped the many post-its containing the measurable goals shared by the team. The top three were as the following:

User-friendliness

It should be easier for the user to find and quickly apply for information. We achieve it through more clarity in structure and navigation.

Impacts
– Facilitate for the user to find the right information
– The visitor is going to find it searching for

Relevance

he information must be relevant and better reach out to each target group through better packaging.

Impacts
– The content should be better packaged and categorized for each target group
– Better SEO custom content
– Better updated and editor-reviewed content

Engagement

We want to get more active in Swedish football and associations. We do this through better conversion, as well as adding more inspiring and living content that improves customer experience.

Impacts
– Get more active in Swedish football and association life
– Get more people who sign up for courses and take note of knowledge materials
– Improved customer experience in the form of inspiring and living content

2 . Who are the target groups?

The participants discussed this through in 2 groups and each group created a list. They were overlapping to a large extent but they finally could vote for the most relevant ones.

Identified target groups

1. Unions/Clubs
2. Coaches
3. Players
4. Parents/Child players
5. Referees

End of Workshop

We said goodbye to the team & continued to the next step where we had to interview candidates from the above mentioned user-groups

Qualitative Method

A qualitative study aims to find hypotheses and trends. Qualitative methodology does not give us statistically representative answers, but rather in-depth insight into the overall user experience and understanding of the service. The methods we chose was doing User Interviews.

Methodology 

Since the range of questions we had was broad & the time we were given was quite limited. I tried to gather as much information as possible by doing User Interviews. 

User interviews are primarily aimed at finding out how users behave and experience fogis.se. We also got clues to what works well / less well, gain an understanding of how Fogis.se is used in practice and get ideas and suggestions for improvements.
Discover opportunities for digital support.

The line of questioning I created was semi-structured and mostly open-ended allowing both us & the user to maneuver more freely by asking follow-up questions by us and the user revealing an insight that was relevant yet overlooked by us. 

Implementation

The interviews were conducted over the phone with 6 different participants. I was responsible for preparing interview questions and conducting interviews. Another UX designer helped me with the transcript. Recruitment of the participants was carried out jointly by SvFF and Creuna. 

2 x Union general manager
2 x Referee
2 x Referee coach
2 x Parent
2 x Youth trainer
2 x Senior Trainer

Analysing User data

3 Aspects

Behaviour Analysis
Analysing the findings based on the behaviour of the users. Why, how often, how are they using them? Only when they have a match on a daily basis. How are they looking for information etc?

Pain points (Emotion)
The user’s actual experience when using the system. Pain points, frustrations etc.

Needs & Drivers
Feedbacks & suggestions. By asking open-ended questions, the user had the chance to give feedback and ask for what they want and think would benefit them.

Notable Findings

1. The users identify more with their group than any category.

2. Most people use Fogis.se when looking for specific information.

3. More people think that they will visit Fogis.se more often, ie not just when they are looking for specific information if the content was more relevant and inspiring.

4. The information is scattered between different platforms/systems. There is no unified information bank that is reliable, updated, and searchable.

5. Most people use the main menu to find information.

6. I need attractive CTA buttons/modules.

7. The space on the homepage is not fully utilized.

8. Need of easier interaction opportunities

4 . How do we achieve our objectives?

What are the solutions based on final findings?

This I of course was presented in quite detail which is impossible to share. I will share the gist of the solutions presented.

Wireframing + Final UI

All the Wireframes and prototypes were created by me. The final UI was created by our talented Art Director.

Solutions

Multisite

As previously mentioned, one of our 2 objectives were to synchronise the scattered information across different platforms.  This way we can consolidate different sections under one umbrella which is easy to find and navigate.

Cross Platform Search Function

The user should easily search for categorized content from all SvFF’s platforms.

Roles over Categories

We were hesitant about the information architecture and if the users search for a particular thing by looking for What it is and then to look for the relevant subsection. For example, a Referee looking for the courses and after that looks for the Judging courses.

The groups primarily identify with their roles and look for their individual pages before they start looking for the content. For example, they don’t want to have a section for courses and then go through the list to the ones for the Referees. First Referee pages and then course.

Quick Entries

Since they are mostly if not solely browsing within the confinement of their roles. They should be able to see the option without any effort and browsing the menu. We will make it available right away

 Inspirational & Motivational Content

After leading the user to their sections, present the live and inspiring content first.

Conversion Through Engagement

Using attractive and interactive CTAs & modules.