Process

Building from research across key market territories, the task was to make overall improvements categorised under; immediate and long-term requirements along with content​ strategy and a vision of the future.

We began by looking at all the research and findings from teams worldwide which was conducted as part of a client workshop identifying key market problems. The output is a miro board of insights and common pain points. Using this as a basis of the project, we got to listing potential solutions on an updated site map. We documented assumptions and considerations to build an overall approach and vision.

After this planning phase, we tackled key universal elements of the programme, such as secondary navigation dedicated to the club and user dashboard, which held the key to building awareness and building user knowledge. This was followed by key engagement hubs such as the community hub and user-generated content pages, which encouraged participation, activity and a source of content. Lastly, to unlock the element of exclusivity, we teased through gamification the means to earn more and upgrade via a points-based system to the next loyalty level. This unlocked a series of events and exclusive offers, which gave the club a blend of commerce but private access to events and other initiatives which developed the company's business goals.