Bringing the tradition of Wimbledon, the prestige of the tournament and recreating the classic nature of the grass-court sport online for a new audience.
Why redesign Wimbledon.com?
Having long been a fan of the sport and of Wimbledon specifically, I’m disappointed in the quality of their website, both the usability and the content they surface, especially knowing the quality of photographs they have access to. Given this, I took it on myself to refresh the site using my knowledge of the sport and the event, focusing on getting the user to where they want to be, surfacing only the relevant information at the right time, and really trying to bring the quality and tradition the event brings in person to their online presence.
As shown in the first image, the tournament has stunning photography available to them but the screen is crowded and overwhelming, taking away from what the users are looking for and wanting to see. The rest of the site feels clunky and there is an overwhelming amount of information hidden under multiple layers of navigation. There is also a lack of visual consistency and digital branding felt across the site in general.
(Left to right: homepage with the sidebar opened, the news page and the tournament draws).
For this project, I focused on thinking about the user visiting the site during the two week window of the tournament itself and optimizing for their scenarios. (I also imagined this is when their highest period of traffic and revenue are too). What is the customer trying to accomplish and how can we surface that information as well as keep enticing them to browse and dig deeper. I tried to create for both users with a lot of knowledge of the sport but also those who like Wimbledon for its entertainment value also.
Meet the users
To guide users through the site's content and to help discover what people wanted to see surfaced at the higher levels, I worked on creating brief personas to help identify the different needs. What do customers want to know when they first open the site and what are they initially looking for? What makes someone visiting this for the first time different to a user who's been using the site for years and knows everything there is to know about tennis already? And how do we ensure the site accomplishes both their needs?
Looking at other sports sites, I noticed in general information isn't presented in the cleanest way and there aren't consistent patterns that work well for draws and schedules, stats or results anywhere that I could find. From this, I started designing with the aim of having one area for navigation that is contextual to the page you're on, helping it become familiar and more usable whilst also removing a lot of the visual noise already on each page.
I quickly realized having a right navigation panel didn't feel natural and presented challenges when text instead of icons were needed. After further development, placing the navigation central and at the bottom of the screen seem to work for most scenarios and fell inline easily with mobile patterns. Allowing a lot of this information to be hidden another layer allowed the photos to really take center stage too and showcase the content.
In order: wimbledon.com home screen, navigating between draws, viewing live match statistics, changing between news stories and reading the news story, watching a live match without streaming services
Knowing that most people could be checking the scores on the tube into work or reading the news on their lunch break, I wanted to make sure the site was responsive and that revisiting the layout and navigation wasn't just suited to desktop experiences. I also kept the photography as a main emphasis and allowed the same interactions as found across the site.
In order: news stories and search, competitor information, and live match viewing without the need for streaming services.
Mobile is an area I'd want to explore and push a lot further if I continued with this project. What are the mobile specific scenarios and can we have some fun with these, possibly introducing something new to the tournament? Quick thoughts were creating a specific microsite for customers waiting in the queue outside (regularly for over 24 hours), using the phone to determine fastest serve speed in the game zone area or to connect with like-minded people during rain breaks? I'd also want to test my site with users and look more holistically at a real user journey, to stress test my designs and see how far they could go and would we need to improve the design and navigation.