Bird Takes Flight.
Firebirds UX Strategy,
Design and CJM Project.
Role: Lead Consultant.
Duration: 8 weeks
Tools
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Figma
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Illustrator
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Canva
Deliverables:
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Discovery workshop
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CJM Stakeholder Workshop
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Google Analytics
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UX strategy Doc
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Wireframes.
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OVERVIEW
Who I worked with
The Problem
The Firebirds, founded in 2007 in Brisbane, Queensland, are a renowned Australian netball team, excelling in the Suncorp Super Netball league with a strong history of championships and a large fan base.
The Firebirds' website hindered business goals, including ticket sales, corporate engagement and revenue diversification. It also struggled with raising brand awareness, expanding the customer database and maximizing marketing investments.
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DISCOVERY PHASE
Scope
CJM
The Firebirds Website Strategy Project seeks to revamp the site for better conversions and user engagement. It focuses on calls to action, social media integration and event promotion to achieve the primary goals of increased sales, corporate engagement and memberships.
The CJM identified four target segments: Netball Mums, Tweens & Teens, Corporates, and General Sporting Fans, guiding the website and branding strategy. By understanding their unique traits, the website was tailored for effective engagement, brand strengthening and business success.
CJM & PERSONA SNAP SHOT
ANALYTICS & RESULTS
Ticket Purchase
15% Growth
Merchandising Store
Revenue up 8%
Bounce Rate
10% improvement
Google analytics were used to guide design and IA decisions, and findings can be referred to in the full report download. An e-commerce and shop page introduction drove an 8% revenue increase, while a smoother ticket purchase process boosted ticket conversions by 15%. Google Analytics reports an improvement of 10% rise in the Firebirds website's bounce rate, showing increased engagement.
WIREFRAMES
This section outlines a sample of wireframes for the Firebirds website, providing layout and functionality recommendations.
DESIGN
Visual System
Merchandise Store
News
Ticket Booking
Home Page
Home Page
Ticket Booking Page
BEFORE VISUAL IMPLEMENTATION
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DESIGN
Information Architecture
The Firebirds website's Information Architecture (IA) is organised, categorising pages into different navigation levels.
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Ideal User Flow for Ticket Purchase
A primary focus of the UX strategy was to increase revenue opportunities and ticket sales.
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