Celebrating Killie's success
Finishing Top 3 during their 150th-anniversary celebrations 2018-2019 was a pretty special season for Kilmarnock FC.
Killie selected See Saw as long-standing creative partners to capitalise on the joy surrounding the club, doing for the online Killie experience what Steve Clark had done for the offline. Although their existing website had served them well, its aesthetic had generally aged whilst user experience in terms of mobile + content layout meant most users found it difficult, if not sometimes frustrating to find + access the information they were looking for, especially on the move and at speed.
A strategic kick-off
With monthly web visitors regularly topping 50,000 we firstly needed to realise where + how users might best interact with different content types. We established an external user testing group running card, tree + heatmap tests to allow us to create a sitemap; content hierarchy; wireframes + ultimately a website design that provided the information fans wanted in a highly efficient + engaging format.
Although ticket + merchandise sales were to be handled by new partners off-site, we needed to plan for the strategic placement of external links throughout to act as a successful revenue funnel for the club. After extensive renovations throughout club facilities, better targeting a corporate audience was also high on the agenda, alongside promoting the Club’s ongoing sizeable contributions to the community.
Supporting the user + the business
Our UX research didn’t just impact the sitemap + link strategy, it influenced the hierarchy of content across all pages, none more so than the homepage, with a banner news grid, swipeable result/fixture widget + tabbed news/social/TV module.
The distinct business arms of Academy (with bespoke illustrations shown above), Hospitality + Kilmarnock Community Sports Trust (KCST), were given their own unique branding to best appeal to different audiences, while internal page designs were kept simple, flexible, + modular to allow Killie FC to easily amend, restructure + add pages.
The devil's in the detail
It wouldn’t be a See Saw website without the little details throughout. We animated the Hamburger menu icon to rotate into the iconic stripes of a Killie strip + added treatment to imagery throughout the site to give a punchier action feel.
A striking partnership
OPTA partner with all Scottish League clubs to provide data feeds. From the outset of the project, we were keen to use data to build a robust match centre which we could interlink with relevant news articles to offer users the most exhaustive resource of Killie FC match information/commentary + encourage users to return regularly. However, at the time of project build OPTA data available to Killie was limited to overarching stats such as results, fixtures, line-ups + results, which powered our Homepage Result/Fixture widget.
In recent months OPTA data has opened up to offer far more detailed stats spanning match, team + player – work is already underway to build what we originally envisaged.
Spending +16% more time on any given page
Now spend +24% more time engaging with page content
Page content time increased
Page content time increased + accessing more pages due to reduced page load time
Following a very well received final user test release, we launched July 2019 to both a delighted client + Killie FC fanbase. However, we’ll be honest – the praise didn’t quite correspond to the topline stats at first glance. For instance, overall pageviews had fallen by 6%, whilst we’d knocked 3 seconds off visit duration compared to the previous year. But… after we’d climbed out our hole and started digging deeper we discovered that the average time on a given page had increased by 11%.
These stats demonstrate that users are indeed moving through the website more quickly (without reason to search + click repeatedly), but are spending more time engaging with page content once found. We’ll be excited to regularly share any changes to engagement data following the launch of the new + improved Match Centre – we’ll give you a shout on social once it’s in!
At 150 years old, we think they’re looking pretty good – don’t you?