Swedish Football Association (SvFF)
Year 2019Introduction
Background:
The Swedish Football Association (SvFF), the country’s largest sports association had decided to streamline all their channels and to create a seamless user experience across their digital platforms for the fans and the professionals within Swedish football.
During phase one, they had concentrated on the general public & fans. This Phase was about all the professionals within football.
Project Brief:
In Phase 1, the focus was on football fans & general public. In phase 2, the ambition was to recreate a sub-section of SvFF called www.Fogis.se which solely is used by people active within the football ecosystem. This could be all from professional football players, coaches, clubs and associations to football schools and elementary school football sections/coaches etc. Also, this work should be synchronized with SvFF many other web platforms that serve the same target groups.
Objectives:
– Recreating the Fogis website in order to serve the needs of the target groups it serves
– Creating solutions to create a seamless experience between these different platforms
The Team
8 people
1 Account Manager
1 Project Manager
1 Analytics
1 System Architect
1 User Experience Lead
1 UX Designer (Support)
1 UI Designer/Art Director
1 Junior Visual Designer (Support)
My Role/Tasks
User Experience Lead
– UX strategy
– Research & analysis
– User Flow & Stories
– User interviews
– Interaction design
– Wireframing
Initiation of the project
Planning & Preparations:
Since we had not received a brief and the goals mostly was verbally discussed in a meeting we had to create a clear roadmap to understand the client and the user needs. I prepared a plan for the process and we discussed it as a team to ensure it is feasible within the timeline and the scope of the project plan.
“If you don’t know where you are going, any road will get you there”
The Workshop
Kick off
We held a workshop with stakeholders which consisted of 18 people from different sections of the Football Association. 3 more people from our team were helping me to moderate the workshop.
Methodology
The workshop I had planned was an adapted version of a method called ‘Effektmålstyrning’ which investigates with the following questions:
1. Why
are we doing this?
2. Who
are target groups?
3. What
do these target groups have needs / drivers?
4. How
What are the solutions based on final findings.
Our measurable goals
1. User-friendliness
Help the user find the right information in an easy, fast & userfriendly manner. We achieve this through more clarity in structure and navigation.
2. Relevance
The information should be relevant to reach each target group. This should be achieved through better packaging of the content. The content should be better packaged and categorized for either each category or target group. Updated, editor-reviewed & SEO friendly content.
3. Engagement
The association felt there are few people who visit the site other than daily tasks & by adding more inspiring and vibrant content these groups will come back to the page more often and even on a personal level.
Target audience
1. Unions/Clubs
2. Coaches
3. Players
4. Parents/Child players
5. Referees
User interviews
Qualitative method
– The interviews were conducted over the phone with 6 different participants.
– I was responsible for preparing interview questions and conducting interviews. Another UX-designer hepled me with the transcript.
– Recruitment of the participants was carried out jointly by SvFF and Creuna.
– Aim to interview a mix of different target groups.
1 Union general manager
1 Referee
1 Referee coach
1 Parent
1 Trainer for children
1 Senior Trainer
Notable findings
– The users identify more with their group than any category.
– Most people use Fogis.se when looking for specific information.
– 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.
– The information is scattered between different platforms / systems. There is no unified information bank that is reliable, updated and searchable.
– Most people use the main menu to find information.
– I need of attractive CTA buttons / modules.
– The space on the homepage is not fully utilized.
– Need of easier interaction opportunities
Solution
The research made it evident how different users would use service. After summarizing the information from user interviews and data from analysis, It was the time to find the solutions that help both business and users needs in a same time!
At the final meeting, we presented a list of solutions for different problems also identified opportunites to improve the service.
A multisite
A multisite where the user can always switch between different SvFFs platforms. Instead different websites with different designs & identities, they now are placed under one umbrella where they easily accesible to different user groups.
Cross platform search function
The user should easily search for categorized content from all SvFF’s platforms.
Roles over categories
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 entrance
Home page first should be guiding the user to the right section where it is easier for a specific target group to present live & inspirational contents.
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.
