Sport Wales is a national organisation whose aim is to develop and promote sport and physical activity in Wales. They are the main adviser to the Welsh Government regarding sport and have a number of initiatives to help sportsmen and women progress and thrive in sport.
Alongside the launch of their ‘new vision’ for sport, the Sport Wales team recognised a need for a new website and digital presence to help them fulfill their new strategic approach. Grandad were delighted to be tasked with helping them achieve this and were pleased to be able to use our expertise and strategic insight to implement capabilities which would help to take Sport Wales beyond the ordinary.
Communicating vision
Utilising YouCreate, our CMS of choice, we were able to deliver Sport Wales with a powerful platform which was mutually beneficial for both the organisation and its users. The team at Sport Wales now have the opportunity to communicate their ambitions and strategy effectively and easily using a system which could be customised to them. Meanwhile, people visiting the new website benefitted from the system's powerful functionalities which centred their needs and desires throughout every step of their online journey to craft a positive experience.
Person-centred
Given the diversity of Sport Wales audience base, we recognised the need for the site to cater to a number of user journeys. We undertook an extensive discovery process to assess the needs of each Sport Wales audience and crafted the site’s information architecture and navigation to offer each user group a clear direction to find relevant content.
By understanding each user group's needs and motivations, we were able to craft a journey which allowed them to fulfill their goals as simply as possible whilst promoting the key aims of the Sport Wales organisation.
The reworked navigation has resulted time spent on the home page being reduced by 83%, demonstrating that users are able to fulfil their goals more quickly on the site
As a public body, accessibility was a very important requirement for the site, so we integrated the YouAccess accessibility tool to guarantee the site met the required government guidelines. We also made the site multilingual to provide for both English and Welsh speakers.
Goal focused customisation
The site offers a streamlined user journey dependent on capabilities- catering from community and grassroot sport all the way up to professionals, and catering to each audience through the use of different styles of communication. Thanks to intuitive automation, once users have reached their destination they are offered access to other relevant content specific to them.
Meanwhile, the organisation's membership programme - CLIP - allows registered members to access exclusive learning resources and articles which aren’t accessible to non-members. This allows for a level of exclusivity and simultaneously instills the benefits of their membership and the drive to join and become a member to fully unlock content.
A data driven future
Our ongoing analysis will support continual improvements through a data and insight-led approach to ensure that the Sport Wales site is able to adapt to the needs and behaviours of its audience. We’re grateful for the opportunity to continue optimising the site and are pleased that our work is reflected in the organisation's growth.
Get in touch!
Book in a chat with Paul on 01273 944 400 or email by clicking the link below