SIGB

WEBSITE RE-DESIGN

CLIENT

SIGB
Snowsport Industries Great Britain

DELIVERABLES

Responsive Website Design & Development

MY ROLE

UX Research
UX/UI Design
Wordpress Build
Usability Testing

TIMEFRAME

3 Months

WEBSITE URL

www.sigb.org.uk

SIGB – SNOWSPORT INDUSTRIES of GREAT BRITAIN

The trade association for the skiing and snowboarding industries in the U.K. aiming to support and promote U.K. snowsports.

01. DEFINE

THE PROBLEM

The SIGB website was originally launched in 2013. Fast forward 6 years, the team at SIGB identified the need for a website re-design to align with new brand guidelines and business objectives.

The website, although still relevant to the intended audience needed a restructure in terms of Content Strategy, Information Architecture and User Flows to remain a useful source of information to the businesses that made up membership, as well as snowsports enthusiasts.

A fresh design approach was required to maintain & increase user engagement and in in turn membership applications.

SOLUTION

Responsive website design optimised for mobile & desktop
Modern clean and intuitive design incorporating new brand guidelines
Improved information architecture & user flows
Usable Googlemaps business finder – Retailer finder (B to C) & Distributor/Agent/Manufacturer finder (B to B)
Functional Forms to increase SIGB membership applications

UX PROCESS

02. DISCOVERY

STAKEHOLDER MEETING/INTERVIEW

The first meeting with stakeholders revealed that fundamentally we were looking at a total overhaul of the SIGB website (User site & CMS).

Key requirements included:

Incorporate new SIGB branding
Make the website more visual and modernise the look and feel.
Increase SIGB membership enquiries
Make industry news more of a feature
Improve the business finder usability

UNDERSTANDING THE USER

The SIGB’s audience has traditionally been people who work in or drive the snowsports industry such as, retailers, distribution companies, brands and holiday providers.

Being closely connected to the wintersports since the age of 16, I was able to connect and interview a handful of people in the industry as well as wintersports consumers.

I wanted to understand what users thought of the existing website and gather qualitative information about aesthetics, findability and overall experience.

WHAT USERS WANT

User testing and interviews revealed commonalities from which the following conclusions were drawn:

Want/need to find up to date winter sports news
Want/need to be featured on business finder pages
A friendly method of finding SIGB members/businesses
BIGGEST PAIN POINT… Membership application process should be digitised (Current PDF process is painful at best)

USER PERSONAS

3 personas that represent the SIGB’s users, their needs and pain points.

USER STORIES

03. PLANNING

INFORMATION ARCHITECTURE

SITEMAP V.01
I developed the first version of a proposed sitemap based on the persona/user stories and content audit of the original website.

SITEMAP V.02
Improved IA based on feedback after presenting version 1 to stakeholders.

A MODULAR APPROACH TO EACH PROBLEM

Breaking down each of the user pain points allowed me to concentrate simplifying user flows. In turn this also allowed for business KPI’s to be met.

MEMBERSHIP PROCESS

BUSINESS FINDER

NEWS FINDABILITY

POST ITS & SKETCHES

After getting the second version of the sitemap signed off by stakeholders, I was able to combine it with the content audit to push ahead with some initial brainstorming.

OVER TO SKETCH…

By combining the signed off sitemap, sketches and an idea of content I was able to craft mid-fi wireframes in Sketch.

MOBILE WIREFRAMES

DESKTOP WIREFRAMES

DIGITISING THE MEMBERSHIP FORM

User Testing the membership application process of the original site showed that this needed to change and to be brought out of pre-historic days. The initial solution was a no brainer and was to digitise the process so that the application could be done via the website.