KEEP UP: Home of Australia's Football News

Designed by it's users, for it's users

Role

UX Designer

Industry

Sports

Duration

2 week sprint

The Ask

Redefine the information hierarchy and structure of key pages throughout the KEEPUP website that meets the expectations of football fans, delivering information in a reasonable, coherent and logical manner that keeps users engaged without hampering their interest.

Competitor research

As this was a redesign of an existing site, many page layouts and information hierarchy were inherited due to the time restraints. However, with the client and the project team as a collective, we were motivated to make changes throughout the site that resonated with the fan base, but also felt familiar and easy to use.

Football Leagues reviewed

  • Premier League

  • La Liga

  • Ligue 1

  • Bundesliga

Other Sporting Leagues and News Apps and websites

  • NFL

  • AFL

  • NRL

  • MLB

  • BBC Sports (UK)

  • ESPN (AU, US)

  • Fotmob

Reviewing the above websites allowed us to look at KEEPUP with a subjective perspective, to see it's strength's and weaknesses, as well as opportunities to best compete within the market.

User Personas & User testing

Personas

With the preliminary market research done, we created and confirmed 2x primary user personas, as well as 1x secondary persona with the client to ensure we were aligned in our methodology and approach.

User Testing Hypothesis

As for creating hypothesis, it was a matter of dissecting out pages and components and identifying a weakness, and comparing it to the desired level of completion.

For KEEPUP, an example was; Fans don't come to our site because there is no clear pathway to match information.

User Testing

Our facilitated user testing involved a set of tasks that might be commonly done by football fans in lead up to and during a match. The tasks involved from visiting the homepage, to finding a specific type of information in different places.

The most important part of the testing was capturing the user's honest feedback, commentary and emotion. To encourage this, throughout the testing, we asked users to vocalise their thoughts and share 'why' they thought in that manner.

The Ask

Redefine the information hierarchy and structure of key pages throughout the KEEPUP website that meets the expectations of football fans, delivering information in a reasonable, coherent and logical manner that keeps users engaged without hampering their interest.

Competitor research

As this was a redesign of an existing site, many page layouts and information hierarchy were inherited due to the time restraints. However, with the client and the project team as a collective, we were motivated to make changes throughout the site that resonated with the fan base, but also felt familiar and easy to use.

Football Leagues reviewed

  • Premier League

  • La Liga

  • Ligue 1

  • Bundesliga

Other Sporting Leagues and News Apps and websites

  • NFL

  • AFL

  • NRL

  • MLB

  • BBC Sports (UK)

  • ESPN (AU, US)

  • Fotmob

Reviewing the above websites allowed us to look at KEEPUP with a subjective perspective, to see it's strength's and weaknesses, as well as opportunities to best compete within the market.

User Personas & User testing

Personas

With the preliminary market research done, we created and confirmed 2x primary user personas, as well as 1x secondary persona with the client to ensure we were aligned in our methodology and approach.

User Testing Hypothesis

As for creating hypothesis, it was a matter of dissecting out pages and components and identifying a weakness, and comparing it to the desired level of completion.

For KEEPUP, an example was; Fans don't come to our site because there is no clear pathway to match information.

User Testing

Our facilitated user testing involved a set of tasks that might be commonly done by football fans in lead up to and during a match. The tasks involved from visiting the homepage, to finding a specific type of information in different places.

The most important part of the testing was capturing the user's honest feedback, commentary and emotion. To encourage this, throughout the testing, we asked users to vocalise their thoughts and share 'why' they thought in that manner.

Design, Client feedback & refinement

With sufficient user research complete, I was able to start the page and information restructure and optimisation. Through all the information obtained, the largest change was decluttering information and organising it into suitable content chunks that provide easier scannability throughout the website. For this, it was especially important to collaborate with the marketing and content team to validate our designs were meeting their needs and expectations.

What was important to establish was visually showing the changes of the on-page information hierarchy derived from our user testing and research. By showing the 'before' state and comparing it to our annotated proposed state, gave confidence to push forward with design changes.

As always, despite the catalogue of potential changes, we focused on implementing the low hanging fruits for immediate uplift of both visual and interactive engagement.

Outcomes

At the end of the 2 week sprint, we were able to complete more than we had hoped, including future scope for more visual and interactive elements. The biggest takeaway from the sprint was it

  • Increased stakeholder satisfaction across different departments

  • Increased content viability and planning alignment.

  • Increased site and page visitations, especially surrounding match days.

Minho Baek

2025

Minho Baek

2025

Minho Baek

2025