The Problem

Hampton and Richmond FC's old website was hosted on a platform shared by many football clubs in the UK. This limited their independence and ability to sell merchandise effectively. The club wanted to migrate to Shopify to gain more control over their online presence and expand their e-commerce capabilities.

Research

User Interviews: Conducted interviews with club officials, fans, and potential merchandise buyers to understand their needs and preferences. Common themes included:

• Desire for a more modern and user-friendly website design.

• Need for an integrated online store for club merchandise.

• Importance of maintaining the club's identity and history on the new platform.

Competitive Analysis: Analyzed websites of other football clubs and sports organizations to identify best practices and potential areas for improvement.

Design Decisions

Based on the research findings, the following design decisions were made:

• Clean and Modern Interface: The new website prioritizes a fresh, modern look while maintaining the club's traditional colors and branding.

• Integrated E-commerce: Seamlessly incorporated Shopify's e-commerce functionality to allow easy browsing and purchasing of club merchandise.

• Mobile Responsiveness: Ensured the website is fully responsive and optimized for various devices, improving accessibility for fans on the go.

• Content Management: Implemented an easy-to-use content management system, allowing club staff to update news, match reports, and other information efficiently.

• Social Media Integration: Incorporated social media feeds and sharing options to increase engagement and reach.

Usability Testing

Usability testing was conducted with a group of club officials and fans to evaluate the website's effectiveness and identify areas for improvement.

Results

The usability testing revealed that users found the new website to be:

• Visually appealing: The modern design was well-received while still maintaining the club's identity.

• User-friendly: The intuitive navigation and clear layout made finding information and purchasing merchandise easy.

• Functional: The integrated e-commerce solution provided a seamless shopping experience for fans.

Conclusion

The new Hampton and Richmond FC website successfully addresses the club's need for independence and improved e-commerce capabilities. By migrating to Shopify and implementing a custom design, the club now has a modern, functional website that serves both informational and commercial purposes. This case study demonstrates the value of understanding client needs and leveraging appropriate technologies to create a tailored web solution.

Future Enhancements

• Implementing a fan engagement portal for exclusive content and interactions.

• Integrating a ticketing system for match day sales.

• Developing a mobile app for even more convenient access to club information and merchandise.

By continuing to evolve based on fan feedback and industry trends, Hampton and Richmond FC's new website aims to remain a valuable asset for the club's online presence and commercial activities.