Case Study: New Official Club Website for Legia Warszawa
LEGIA WARSZAWA

NEW OFFICIAL CLUB WEBSITE FOR

LEGIA WARSZAWA

Industry

Sports

Country of operation

Poland

Project category

Web

Scope

Development, UI design, UX design

Client

Legia Warszawa is a professional Polish football club, one of the most popular and leading football clubs in Poland. The team boasts over 100 years of history and tradition, and loyal support of millions of fans throughout the country.

 

Legia is an example of a forward-thinking football club that embraces the emerging digital future. As a part of the ongoing digital transformation of the football club, the client decided to rebuild the official website. Legia Warszawa tapped into our extensive digital capabilities and domain experience to design and execute the concept of the new platform. A new website is a significant digital step of the 104-year-old legendary club and we are proud to have supported Legia in reaching this important milestone.

Problem

The client was in need of a site structure that would accommodate both football and non-football contents. Legia Warszawa is mostly recognized as a soccer team, but the organization pursues other initiatives, including volleyball and basketball sports sections, a charity foundation, children activities and more.


One of the greatest problems faced by Legia Warszawa was that the official website was outdated and not adapted to mobile devices. This was an important issue since 70 percent of fans access the website from a mobile device and this number is expected to rise. With such a large percentage of traffic coming from mobile, the old website was not meeting the needs of the majority of Legia fans. It was difficult for users to view and navigate the complex site content on different devices. 

 

Another great issue was that the site was unattractive for fans who would search for more emotional, exclusive and visual content. The platform was not adapted to generate and display different multimedia formats. Without meeting the demands of the fans, it was extremely difficult to retain them on the site and build an engaged community. This was hindering the club’s efforts to build brand loyalty and monetize fan engagement.

Solution

We have conducted product workshops with the client and helped to shape the web concept. After designing the creative direction for the product, we delivered the final high-fidelity prototypes and developed the front-end part of the site. The site structure was adapted to include both football-related and more lifestyle content. 

 

We designed a flexible system of grids and modules that carry various types of content with different hierarchy. These modules can be filled with news, videos, photos, products and other team-related content. The client can conveniently create, modify and deliver new modules due to the custom CMS that was designed and built from scratch by our technology partner TISA. This provides the content editors with publishing speed and agility.

 

To engage the fans and deliver exclusive content, we designed a match center – a place where fans can find live updates from the field, rich statistics, expert opinions and live commentary. We have also introduced insightful player profiles, filled with photos, videos, statistics and social media feeds. To further drive fan engagement, we utilized the way modern fans consume sports and gave the users a unique possibility to interact with the site content. They can upvote the materials they enjoy such as team news or match highlights. 

 

To provide optimal user experience, we have created a fully responsive site that automatically adapts to the size of the screen on which it is viewed. The platform is very intuitive, mobile-friendly and easy to navigate despite the rich site contents.

Results

We have met the key goals of the organization by delivering a website that is modern, fully responsive and adapted to feature exclusive and diverse contents. The new design is attractive and appealing, building the brand image of Legia Warszawa on the local and international stage. The portal was very well-rated by technology and sports journalists who especially praised the mobile version. On top of that, it has been nominated for the prestigious Mobile Trends Awards competition and has a chance to win in the RWD (responsive web design) category.

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