Sydney Swans Membership Website
The project needed to focus on converting new and renewal membership signups, increasing the website’s share from 33% to 50% of combined online and offline sales. It also needed to deliver a site that fans would visit as a first (and preferably only) port of call, as evidenced by an increase in the number of total unique visitors. And it needed to reduce each fans’ need to phone and email the call centre, and consequently decrease the centre’s workload.
Built on a completely customised WordPress content management system, the website features the membership browser, full screen video on the home page and a parallax slider, giving the illusion of depth and increasing visitors’ excitement and user engagement. All membership and ticket sales are pushed from the site to Ticketmaster, the official ticketing agent for the AFL.
In simple terms, we set out to reduce the number of clicks needed to make an informed purchase – and we wanted the site to reflect the members’ experience.
The main challenge was to increase the conversions and sales of memberships by making the Membership Browser easy to use and more intuitive.
The wireframes we produced for the site gave Sydney Swans’ Membership, Ticketing & Fan Development team a simple visual guide to enhance understanding of the proposed framework and how the navigation would work. The use of wireframes is integral to mapping out the UX (user experience) design, which in itself is an iterative process. Throughout every stage of the project, we took the user’s needs, wants and limitations into consideration – a best practice design process that’s at the heart of all our work.
The most innovative feature was the Membership Browser which allowed the user to filter down suitable memberships and view the matching seat map. The end result was a full width browser with a left hand dynamic ajax filter menu and interactive seating map.
We also believe that the strategy and brainstorming to optimise the conversions on the website were innovative. The entire website was designed with a UX strategy which outlined the user flows and goals. Each element was added to follow that flow.