The solution
An intuitive and content-rich website experience
Planning began with a web requirements workshop exploring audience, keyword rankings, sitemap, design and UX. The volume of onsite information, particularly during the games, was a key consideration. As a result, the site has features and styles common to both sports and news websites, serving up-to-the-minute results and game fixtures.
The design was created with enough flexibility to accommodate a range of content in two phases. The first saw the majority of the website build come to life, whilst the second encompassed technical elements such as Algolia search, the schedule and an interactive medal map. The website boasts a minimalist design, drawing inspiration from the Team England logo and St. George’s Cross – a symbol of belonging and national pride. We channelled the energy and excitement of the event through impressive video footage and stunning imagery from past Games. We also incorporated subtle transitions, adding a dynamic feel to really bring the experience to life.
Our research concluded that a large proportion of users would be on a mobile or tablet, so we optimised the site accordingly. The vast amount of data we worked with has been visualised in a compelling way to enhance interactivity and increase dwell time. On the homepage, an interactive medal map animates data to display winners from previous Games. The homepage medal tally has a classic feel and updates using live data. During the lead up to the Games, a countdown clock was the stand-out feature to help build anticipation and at the Opening Ceremony, the timer was replaced with clocks set to London and Gold Coast times, enabling fans to navigate fixtures easily.