play.afl
Finding your place to play community football
Content requirements for the AFL's community football website, Play.afl, were expanding and the current site structure was struggling to support this. I initiated and led a refresh of the website that would accommodate a growing list of community football resources and also guide new participants through discovering and registering for community football.
Client
Australian Football League (AFL)
Contributions
UX design, UI design, user testing
Year
2021
play.afl
Finding your place to play community football
Content requirements for the AFL's community football website, Play.afl, were expanding and the current site structure was struggling to support this. I initiated and led a refresh of the website that would accommodate a growing list of community football resources and also guide new participants through discovering and registering for community football.
Client
Australian Football League (AFL)
Contributions
UX design, UI design, user testing
Year
2021
play.afl
Finding your place to play community football
Content requirements for the AFL's community football website, Play.afl, were expanding and the current site structure was struggling to support this. I initiated and led a refresh of the website that would accommodate a growing list of community football resources and also guide new participants through discovering and registering for community football.
Client
Australian Football League (AFL)
Contributions
UX design, UI design, user testing
Year
2021
Research & Analysis
Reimagining the play.afl experience
After a seasons hiatus due to pandemic restrictions community footy was ramping up for a comeback. It was the perfect time for a refresh to help players register for the upcoming season.
The Problem
The original version of play.afl struggled to meet the growing content demands of the website. With limited sections for the Auskick team to address common enquiries, all information was consolidated into an ever increasing general FAQs page. Stakeholders from other teams were also in need of a stronger presence on the site including content like disability and inclusion resources and child safety. The legacy site structure not only impeded the user experience but also placed an unnecessary burden on the customer service team. Building on a design system and base site I had worked on in earlier years I set about creating an improved version that would lead us into the next season.
Customer journey
Finding the pain points
The largest user group for play.afl is Auskick parents. The program for 5-12 year olds is where the majority of new registrations come from so this is where the primary focus began. I captured each phase from awareness and consideration through to registration and playing at their first session. What would customers expect to happen during each stage? What are potential pain points?
Team planning
Remote stakeholder workshops
I ran a remote workshop series with community football stakeholder groups to capture user types, user stories, customer service queries and customer journeys. With everyone working from home at various locations across Australia I used Figma’s collaborative digital whiteboard tool and got the teams adding text, images and sticky notes to help capture key information and wireframe the new pages using components from my design system.
Personas
We looked at 3 main user types who would register for Auskick to make sure we could meet each of their needs.
Repeat participant: This is my second or third season playing Auskick. Take me straight to my centre to register again for this season.
Let's help them by: Making it clear where to register and including an option to search by their centre name
First time fan: I'm a footy fan and know of Auskick but haven't registered before. Show me the main benefits at a glance before moving on to register.
Let's help them by: Showing the features and benefits on the landing page with short copy that's easy to skim read supported by images and video that tell the story.
The researcher: I'm comparing sports for my kid, I want to know all the details before I make a decision. Give me as much info as you can.
Let's help them by: Linking to pages with extended information, providing contextual FAQs and where to get support if needed.
Player Registration
Finding your place to play
Guiding users through understanding the program, finding their local club and registering to play Auskick through to Senior football.
Everybody welcome
A new voice for community footy
The content on the site was previously written by subject matter experts lacking experience in marketing or copywriting. Given that play.afl aimed to sell an experience, compelling sales copy was essential, we also needed to ensure more inclusivity in our language. I enlisted the expertise of a skilled copywriter to develop a new language guide and craft engaging copy for all pages. With intentional imagery, thoughtful copy, and strategic site structure, our objective was to create a welcoming space where participants of all genders, ethnicities, and abilities felt included.
Structured content
Usable content for new visitors
We took all the common themes from the FAQs and transformed these into user friendly content to address questions and concerns. Visitors to the site could explore more about what each program offered and access related FAQs where they were needed.
The club finder
Registering to play at your local footy club
The AFL had adopted a new third party registration platform called PlayHQ. We connected with their API to create a club finder on play.afl. Working with third party products is always a challenge, but we used the limited data available to create a completely custom searchable map and list of clubs on play.afl. Users could filter and find their local club before linking over to PlayHQ to complete their registration.
Post registration
Get ready to play
Many enquiries to customer service were following registration in the lead up to the season, so we added dedicated content in post registration steps to nurture new users while they got ready for their first session. A registration confirmation email with general details that could link back to the website with anything important that may change.
Volunteer resources
Empowering volunteers to coach future footy stars
The flipside to play.afl player registration was creating support for the army of volunteers who dedicate weeknights and weekends to make it all happen.
Auskick Activities
A video library of games and activities
A valuable resource for volunteers and parents alike, the activities library offered a comprehensive collection of games played at Auskick sessions. Each had a helpful video demonstration and step-by-step instructions along with all the equipment needed for each activity.
Coordinator resources
Everything you need to run an Auskick centre
In addition to coaching the weekly activities centres have a lot of admin involved. So we also overhauled the resources section to make this more organised and have the ability for AFL admins to add more resources as needed. The resources included everything from marketing templates to promote their centre, branded participant certificates, help with fundraising and resources to help participants with disabilities.
This version of play.afl is no longer active but I'd like to acknowledge Bec Quenneville-Hudec for copy and Rane Bowen for development on this project.
Selected projects
Research & Analysis
Reimagining the play.afl experience
After a seasons hiatus due to pandemic restrictions community footy was ramping up for a comeback. It was the perfect time for a refresh to help players register for the upcoming season.
The Problem
The original version of play.afl struggled to meet the growing content demands of the website. With limited sections for the Auskick team to address common enquiries, all information was consolidated into an ever increasing general FAQs page. Stakeholders from other teams were also in need of a stronger presence on the site including content like disability and inclusion resources and child safety. The legacy site structure not only impeded the user experience but also placed an unnecessary burden on the customer service team. Building on a design system and base site I had worked on in earlier years I set about creating an improved version that would lead us into the next season.
Customer journey
Finding the pain points
The largest user group for play.afl is Auskick parents. The program for 5-12 year olds is where the majority of new registrations come from so this is where the primary focus began. I captured each phase from awareness and consideration through to registration and playing at their first session. What would customers expect to happen during each stage? What are potential pain points?
Team planning
Remote stakeholder workshops
I ran a remote workshop series with community football stakeholder groups to capture user types, user stories, customer service queries and customer journeys. With everyone working from home at various locations across Australia I used Figma’s collaborative digital whiteboard tool and got the teams adding text, images and sticky notes to help capture key information and wireframe the new pages using components from my design system.
Personas
We looked at 3 main user types who would register for Auskick to make sure we could meet each of their needs.
Repeat participant: This is my second or third season playing Auskick. Take me straight to my centre to register again for this season.
Let's help them by: Making it clear where to register and including an option to search by their centre name
First time fan: I'm a footy fan and know of Auskick but haven't registered before. Show me the main benefits at a glance before moving on to register.
Let's help them by: Showing the features and benefits on the landing page with short copy that's easy to skim read supported by images and video that tell the story.
The researcher: I'm comparing sports for my kid, I want to know all the details before I make a decision. Give me as much info as you can.
Let's help them by: Linking to pages with extended information, providing contextual FAQs and where to get support if needed.
Player Registration
Finding your place to play
Guiding users through understanding the program, finding their local club and registering to play Auskick through to Senior football.
Everybody welcome
A new voice for community footy
The content on the site was previously written by subject matter experts lacking experience in marketing or copywriting. Given that play.afl aimed to sell an experience, compelling sales copy was essential, we also needed to ensure more inclusivity in our language. I enlisted the expertise of a skilled copywriter to develop a new language guide and craft engaging copy for all pages. With intentional imagery, thoughtful copy, and strategic site structure, our objective was to create a welcoming space where participants of all genders, ethnicities, and abilities felt included.
Structured content
Usable content for new visitors
We took all the common themes from the FAQs and transformed these into user friendly content to address questions and concerns. Visitors to the site could explore more about what each program offered and access related FAQs where they were needed.
The club finder
Registering to play at your local footy club
The AFL had adopted a new third party registration platform called PlayHQ. We connected with their API to create a club finder on play.afl. Working with third party products is always a challenge, but we used the limited data available to create a completely custom searchable map and list of clubs on play.afl. Users could filter and find their local club before linking over to PlayHQ to complete their registration.
Post registration
Get ready to play
Many enquiries to customer service were following registration in the lead up to the season, so we added dedicated content in post registration steps to nurture new users while they got ready for their first session. A registration confirmation email with general details that could link back to the website with anything important that may change.
Volunteer resources
Empowering volunteers to coach future footy stars
The flipside to play.afl player registration was creating support for the army of volunteers who dedicate weeknights and weekends to make it all happen.
Auskick Activities
A video library of games and activities
A valuable resource for volunteers and parents alike, the activities library offered a comprehensive collection of games played at Auskick sessions. Each had a helpful video demonstration and step-by-step instructions along with all the equipment needed for each activity.
Coordinator resources
Everything you need to run an Auskick centre
In addition to coaching the weekly activities centres have a lot of admin involved. So we also overhauled the resources section to make this more organised and have the ability for AFL admins to add more resources as needed. The resources included everything from marketing templates to promote their centre, branded participant certificates, help with fundraising and resources to help participants with disabilities.
This version of play.afl is no longer active but I'd like to acknowledge Bec Quenneville-Hudec for copy and Rane Bowen for development on this project.
Selected projects
Research & Analysis
Reimagining the play.afl experience
After a seasons hiatus due to pandemic restrictions community footy was ramping up for a comeback. It was the perfect time for a refresh to help players register for the upcoming season.
The Problem
The original version of play.afl struggled to meet the growing content demands of the website. With limited sections for the Auskick team to address common enquiries, all information was consolidated into an ever increasing general FAQs page. Stakeholders from other teams were also in need of a stronger presence on the site including content like disability and inclusion resources and child safety. The legacy site structure not only impeded the user experience but also placed an unnecessary burden on the customer service team. Building on a design system and base site I had worked on in earlier years I set about creating an improved version that would lead us into the next season.
Customer journey
Finding the pain points
The largest user group for play.afl is Auskick parents. The program for 5-12 year olds is where the majority of new registrations come from so this is where the primary focus began. I captured each phase from awareness and consideration through to registration and playing at their first session. What would customers expect to happen during each stage? What are potential pain points?
Team planning
Remote stakeholder workshops
I ran a remote workshop series with community football stakeholder groups to capture user types, user stories, customer service queries and customer journeys. With everyone working from home at various locations across Australia I used Figma’s collaborative digital whiteboard tool and got the teams adding text, images and sticky notes to help capture key information and wireframe the new pages using components from my design system.
Personas
We looked at 3 main user types who would register for Auskick to make sure we could meet each of their needs.
Repeat participant: This is my second or third season playing Auskick. Take me straight to my centre to register again for this season.
Let's help them by: Making it clear where to register and including an option to search by their centre name
First time fan: I'm a footy fan and know of Auskick but haven't registered before. Show me the main benefits at a glance before moving on to register.
Let's help them by: Showing the features and benefits on the landing page with short copy that's easy to skim read supported by images and video that tell the story.
The researcher: I'm comparing sports for my kid, I want to know all the details before I make a decision. Give me as much info as you can.
Let's help them by: Linking to pages with extended information, providing contextual FAQs and where to get support if needed.
Player Registration
Finding your place to play
Guiding users through understanding the program, finding their local club and registering to play Auskick through to Senior football.
Everybody welcome
A new voice for community footy
The content on the site was previously written by subject matter experts lacking experience in marketing or copywriting. Given that play.afl aimed to sell an experience, compelling sales copy was essential, we also needed to ensure more inclusivity in our language. I enlisted the expertise of a skilled copywriter to develop a new language guide and craft engaging copy for all pages. With intentional imagery, thoughtful copy, and strategic site structure, our objective was to create a welcoming space where participants of all genders, ethnicities, and abilities felt included.
Structured content
Usable content for new visitors
We took all the common themes from the FAQs and transformed these into user friendly content to address questions and concerns. Visitors to the site could explore more about what each program offered and access related FAQs where they were needed.
The club finder
Registering to play at your local footy club
The AFL had adopted a new third party registration platform called PlayHQ. We connected with their API to create a club finder on play.afl. Working with third party products is always a challenge, but we used the limited data available to create a completely custom searchable map and list of clubs on play.afl. Users could filter and find their local club before linking over to PlayHQ to complete their registration.
Post registration
Get ready to play
Many enquiries to customer service were following registration in the lead up to the season, so we added dedicated content in post registration steps to nurture new users while they got ready for their first session. A registration confirmation email with general details that could link back to the website with anything important that may change.
Volunteer resources
Empowering volunteers to coach future footy stars
The flipside to play.afl player registration was creating support for the army of volunteers who dedicate weeknights and weekends to make it all happen.
Auskick Activities
A video library of games and activities
A valuable resource for volunteers and parents alike, the activities library offered a comprehensive collection of games played at Auskick sessions. Each had a helpful video demonstration and step-by-step instructions along with all the equipment needed for each activity.
Coordinator resources
Everything you need to run an Auskick centre
In addition to coaching the weekly activities centres have a lot of admin involved. So we also overhauled the resources section to make this more organised and have the ability for AFL admins to add more resources as needed. The resources included everything from marketing templates to promote their centre, branded participant certificates, help with fundraising and resources to help participants with disabilities.
This version of play.afl is no longer active but I'd like to acknowledge Bec Quenneville-Hudec for copy and Rane Bowen for development on this project.
Selected projects
Let's work together.
© Kelly Stubbs 2024