The FA’s goal for the Just Play website was to get people off the sofa and back behind the ball. The FA and interactive agency Aqueduct, knew that getting people excited about playing football again would require a ground-breaking digital experience.
Challenge
Using web technology to get people to play football again, required breaking the boundaries in the development of user experience. The user interface would have to be fast and fluid to captivate would-be players just as the real sport–an even greater challenge to achieve for mobile devices. Next, the web interface needed to be tightly integrated with The FA’s systems including CRM, clubs database and football centres.
Key reasons for selecting Sitecore
- Extensive web service integration abilities within Sitecore CMS using data providers and complex levels of caching – to ensure the CMS and FA systems are in sync
- Ability to integrate multiple web services to manage data streams and multiple thirdd party integrations
- Sitecore delivers dynamic user experience and search design
- Ability to build SE0-friendly architecture and SEO elements required as part of publishing workflow
- Capacity to deliver multi-device rendering for devices without JavaScript or creating a mobile website
Solution
The FA designed the website to achieve two goals; to create a highly functional search and a learning aspect. The learning aspect focuses on engaging the website user with rich content, bold layouts and dynamic, fluid transitions. Once visitors access search on the website, it dynamically switches to a more functional version offering enhanced functionality, game information and booking options catering to localized-experiences.
Result
The website has surpassed goals for opening of Just Play Centres, Just Play kickabouts, unique visitors and 11 a side clubs contacts. The website design boasts dynamic layouts with boundary-pushing CSS techniques, and an engaging experience that reflects the fast, fluid motion of playing.