38% increase in website use for sports participation
Kent Sport had three key goals. To inspire people to get into sport; To inform active people about new sports; To support practitioners. Three areas, one big challenge. Just what we like!
Kent’s sporting profile
Armed with Sport England’s audience profiles we defined the landscape of users for Kent. We created a vision for two core themes around our user profiles and began to develop some ideas on helping inactive sports participants or those who do little or no sport.
User type : Inactive parents
Used to be very active, but has taken a back seat since having a family. Is keen to get fit again.
User type : Sports Practitioners
A huge number of the Kent Sport users are sports practitioners looking for training and events.
Simple IA & focussed tasks
One of the biggest challenges people face in sport is getting over their own barriers. Body image, socialising with new people, competitiveness, among others. We needed to create simple, focussed tasks, and that started with a simple core IA.
We managed to get this down to two! Get Active (for people wanting to find sports and more information), and Making Sport Happen (aimed at sports practitioners, this would be their core area of content).
Bold design for bold people
Kent Sport have a beautiful brand palette of bright colours, which made creating a strong vibrant feel to sections of the site much simpler to get approved! (Imagine pink, luminous yellow and green on a lawyer’s site...) Bright and bold design colour really adds punch to the site experience.
A marathon not a sprint
We’re delighted to continue our close partnership with the team at Kent Sport and are working on new exciting opportunities to open up their data as part of the Open Active data project from the ODI to provide more people with more opportunities to participate in sport in Kent.
Fancy running your idea past us?
We’d love to talk to you about how we tackle complex challenges with vibrant creativity.