Requirements case study Requirements case study 2 Usability testing case study Design case study Process Integration case study

We identified measurable business goals with the client:

• Increase the number of users of premium service.
• Decrease drop-outs on registration forms.
• Increase the frequency of visits and value of each user.
• Increase the overall number of users.
• Decrease the number of people cancelling their premium service.

Fieldwork and analysis

We ran focus groups with Arsenal fans, from London and outside, to find out what it was that they wanted from their club's official website. In order to cover all requirements, we identified different types of users of the site: those that go to Highbury Stadium, those that watch at home and those with a more casual interest in the club. These groups enabled us to determine people's general interests, as well as specific things that they wanted from the website.

In addition to these focus groups, we conducted one-on-one user sessions aimed at identifying how to implement and design the required services. These were held at the houses and workplaces of Arsenal fans. We sat with them and observed how they logged in, what they wanted to do, what they actually did, and why they sometimes went elsewhere. Usability problems with key areas of the website were identified.

We built a model of the psychology of sports fans. Looking at 80 years of research and our own findings, a generalised conceptual model was developed as to what it is to be a sports fan, and how interactive systems can assist these people in expressing themselves. This allowed us to identify opportunities to persuade non-registered users to convert into premium service users.

Findings were delivered

We presented our results to the board. A standalone document was made available to the design team, and we returned to hold workshops on our findings for developers and strategists. Our work was assimilated into the Arsenal.com redevelopment.

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