Cardiff City FC

Creative Direction, interface design and user experiencer. Responsive web, iPad, iPhone and Android apps.

Creation of this fan-focused cross-platform digital services for football clubs. The challenge was to understand sports fans and how to allow the clubs to communicate with them in a way that builds brands and club revenue. My task was to develop the platform architecture, white-label components, and initial design concepts.

This complex UX architecture integrates multiple data feeds from OPTA, Sports Alliance, Drupal and Stream.

Based on years of UX research product development experience I conducted a holistic customer experience map using Smaply that identified key customer touch-points and suggested how we might improve the customer experience across those touch-points.

Complex information architecture and Data model was created. This model integrated existing data feeds from OPTA with a new CMS data model based on Drupal. This architecture allowed content and data to be distributed seamlessly to multiple platforms.

The User experience was fan-focused and match centric allowing sports organisations to change content, communications to match the “Match Cycle” Pre, during and after the match all demand different types of communication and the architecture supports this.

The UI design is based on Foundation and Atomic Design components principles. A design pattern library was created in Sketch which allows for a complete brand change in a few hours.

Front end components can either be white label with Content, colour, type and asset changes allowing delivery within a few weeks or can be completely customised to a clubs brand.

The data platform allows deliver to responsive web, IOS  and Android native apps.

The design components are full responsive content managed and data driven dynamic content is always up to date.