RESEARCH | ANALYSIS | DESIGN | PROTOTYPE | WIREFRAME
The main challenge revolved around establishing an online presence for KEFA Football Academy, which initially lacked any digital footprint. The goal was to design and launch a website that not only showcased the academy's offerings but also provided a platform for parents to request trials, view photos, stay updated on events, and purchase football equipment. This required building a digital presence from scratch and ensuring the website effectively served both the business objectives and the needs of users.
I led the research, user testing, and design phases of this project from start to completion. Collaborating closely with the Royal Navy recruitment officers and Innovation teams at WaveMaker during both the Discovery and Alpha stages, I aimed to gain a comprehensive understanding of user behavior and address the business needs effectively.
The project commenced with extensive research involving initial conversations with stakeholders, including academy management and parents. A crucial aspect of this phase was understanding the dual perspective – the needs of parents seeking information and engagement and the requirements of potential players wanting to join the academy.
Additionally, interaction with the academy kids were carried out to gain insights into their preferences and expectations from the website. Understanding the target audience was fundamental to designing a platform that met both business and user goals.
The design process began with wireframing and prototyping using Figma. The wireframes laid out the basic structure of the website, ensuring that key elements such as trial requests, event showcases, photo galleries, and an online store for football equipment were well-placed and easily accessible.
Constant stakeholder involvement and feedback loops were integrated throughout the design process. Regular meetings and reviews ensured that the design aligned with the business requirements while remaining user-centric. Each stage of the design was refined based on feedback, resulting in a website that resonated with both parents and aspiring players.
Trial Request System:
A straightforward process for parents to request trials for their children, streamlining the enrollment process.
Event Showcase:
An events section to keep parents and players informed about the latest happenings, matches, and tournaments.
Photo Galleries:
Visually appealing photo galleries capturing memorable moments from training sessions, matches, and events.
Online Store:
An integrated e-commerce platform for the purchase of academy-branded football equipment, creating an additional revenue stream for the academy.
Contact and Scout Team Interaction:
A dedicated section for potential players to reach out to the scout team, facilitating communication and trial arrangements.
After thorough testing and refinement, the KEFA Football Academy website was launched. The impact was substantial, positioning KEFA as a go-to academy in North London. The user-friendly design and functionality attracted a significant influx of trial requests and increased engagement from parents. Many academy kids went on to secure trials with renowned clubs such as Arsenal, Watford, and Tottenham, showcasing the success of the academy and the effectiveness of the online platform.
This UX design case study for KEFA Football Academy highlights the importance of understanding the dual user perspective and iteratively designing a website that meets both business and user needs. The collaboration between stakeholders, continuous feedback loops, and a user-centric approach resulted in a successful online platform that significantly contributed to the academy's success in the competitive youth football scene.
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