THE OPPORTUNITY
World Snowboarding Rebrand and Website Development
Overview
Where do you stand now?
The current WST website is more than 5 years old and while it does still provide a number of advanced tools and pulls data effectively from MemberPro, both the design and back-end need significant updates.
Goals to reach!
Working with the team at WST, the newly designed website will become the “go-to” and “work-with” resource for competitive freestyle snowboarding by providing the best tools to the active users and stakeholders. It is intended the WST site will become the central hub for freestyle snowboarding information for the ‘outside world’ and provide a unique and superior experience for each and every user.
Who are you talking to?
With the goal of making the WST site the “go-to” site for the sport, a huge consideration is the number of audiences that will be using the website and the different ways they’ll access information.
The primary audience to consider within this site is classed as the WST Stakeholders. This group is considered both the producer and the consumer within the WST and are the top priority. This group includes:
- Coaches
- Event Organizers
- FIS
- Judges
- National Snowboard Associations
- Athletes
- Talent Scouts
Secondary to this audience, we must also consider the fans of the sport as well as media and partners.
Preliminary Insights & Recommendations
After doing a preliminary review and analysis of the WST analytics and existing site, our team was able to make a couple of important observations:
- Over half of users that visited the site over the past year were using a smartphone or tablet. Given that the current site isn’t responsive, it’s had a definite impact on user bounce rates specifically on those devices
- There is clear pattern to user flow as well as what site content consistently shows up within the behavioural flow charts
- Bounce rates are high and the overall content “stickiness” and engagement is low
Based on our preliminary observations and analysis of the current user experience, we recommend completely revamping the WST user experience flow. The WST site has a specialized purpose, and that purpose needs to be delivered efficiently and effectively to distinctly different individuals or profiles.
Our goal is to create a highly customized experience based on a user’s specific needs and the information they’re seeking.