Pass, Tackle, Convert and Win
What we did
Realise were appointed by Tottenham Hotspur with the overarching aim of delivering the best Premier League club website and delivering an experience that made the new site the destination for fans to get their news and views.
Our desire was to get to the heart of what fans want from a Premier League club website and digitally transmit the passion and atmosphere associated with a matchday experience at White Hart Lane to a global fanbase.
To begin the project we conducted extensive stakeholder and fan interviews to understand the key objectives and success metrics for the new site. We developed a new suite of personas and mapped these needs against those of the business and then created a roadmap for how we would deliver a site that would achieve both sets of requirements.
We digested all the user insights and created new user journeys mapped against their requirements that informed the creation of new information architecture and suite of wireframes that we tested and iterated until both business and fans were happy with the layout
We used the recently developed brand guidelines to develop creative concepts that transmitted the creativity and flair associated with the club. We worked closely with the core client project team in an iterative process running proposition testing of the new site design with fans as required to ensure we delivered the optimal look and feel.
Following the success of our initial engagement we were selected as the build partner when the decision was made to re-platform the Tottenham Hotspur website.
We facilitated a technical discovery phase and helped Spurs decide on a new CMS platform on which to build the new site. Our technical team helped roadmap how best to integrate with a number of disparate data sources available to Spurs such as CRM, live data feeds, ticketing feeds and video streaming services.
We also helped developed an extremely resilient and scalable cloud-based hosting solution that allowed Tottenham to manage spikes in traffic when breaking news was released and when fans flooded to the site on match days.
The custom matchday experience that takes over the website on game days has become a hub for fans providing in depth stats, commentary and analysis.
Since the site has been live we have also helped Spurs develop a season long campaign communication strategy and developed their digital experience framework around how they should engage with their fans.
We have a roadmap of enhancements for the site and match day centre to continually evolve the site and ensure it fulfils the requirement of being the destination for fans to get their news and views on the club.