This Girl Can - Supporters Hub
Sport England
In 2015 This Girl Can campaign inspired nearly three million women in England to become more active.
In 2017 Sport England challenged FCB Inferno to go further for a new iteration of the campaign.
The website needed to be optimised for the new campaign with a new focus on The Supporters Hub, a place where sports clubs can access marketing material.
Time and budget were limited. The first priority was to define the scope with a UX Review.
Objectives
-
Define the scope.
-
Optimise the Supporters Hub Sign Up form.
-
Add feedback for a successful registration.
-
Redesign The Supporters Hub for clarity and engagement.
Results
The redesigned Supporters Hub launched in conjunction with a new This Girl Can campaign increased registration by 50% in the first 3 months compared to the previous campaign.
Learnings and Next Steps
Although a success, I feel there is potential for further optimisation for the sign-up form. I would like to test reducing fields further and speeding up the approval time to under 5 days, leads to a higher conversion. There is also an opportunity to drive growth outside of the main campaign peaks.
Research & Insight
Quick Wins
Design priorities were summarised as "Quick Wins" and assumptions supported by delving deep into the analytics to give an overview of where conversion was dropping off.
Design
After some quick sketching, a number of wireframes were produced. The client didn't feel that they could reduce the number of fields within the sign-up form due to time and technical restraints.
