Euro 2020 - Hospitality Package & Experience
Client: IMG (UEFA) Market: Football/Hospitality
Product: Corporate and Consumer Booking Website & CRM
Website: hospitality.euro2020.co.uk
UEFA - Euro 2020 hospitality & experience booking website and CRM which was delivered by IMG, a sports and entertainment agency and the exclusive partner/seller for the 2020 European Championship tournament.
I was responsible for designing the customer-facing booking website and a custom CRM system for venues, packages and sales management.
The Challenge
A demanding part of the project was to create a targeted platform for converting higher percentages of visitors into sales. The site had to provide a delightful user experience with a clear message and strong CTAs while incorporating the UEFA branding. Concerning the CRM system, the goal was to create a very user-friendly and efficient interface for both first-time users and experts - as the users would include experienced employees as well as contractors working on short contracts only for the time of the tournament. The challenging part was the time constraint on delivering the design solution, which didn’t allow for user-testing with real customers/buyers in the build-up, however, had a lot of research data from previous tournament booking sites built in the past and from the existing UEFA portfolio of websites.
Solution
My design process included brainstorming, competition analysis and product review, rough concept creation, sketching, prototyping and iteration. I tested the prototypes internally with users and stakeholders to ensure there were no major usability issues. I facilitated workshops and used Invision App for collaboration with the stakeholders and to get their feedback at every stage of the process. User testing and stakeholder reviews helped me to come up with the medium-fidelity wireframes and final designs.
While designing the CRM, the main objective that we set up as a team was to keep it intuitive. It was also needed to make it easy to learn for first-time users. I spent one day on researching and analysing similar products and coming up with different ideas for the core pages’ navigation. I selected three concepts from my sketches, created low-fidelity wireframes and shared them with the Product Owner.
After getting feedback and deciding on the right solution, I created the remaining screens and tested the prototypes internally.
After the usability testing, I decided to add confirmation dialogues for the actions that would permanently delete the data from the system; due to the technical constraints, I simplified the ‘Deals’ dashboard and added a status on the ‘Deal Records’ page, which created more visibility and control.
Sketches
User Journey
Website Wireframes
Booking Management Wireframes (Back-end)
Medium-Fidelity Wireframes - Home Page Header (3 Versions)
High Fidelity Design - Website Homepage
The Result
https://hospitality.euro2020.co.uk/ As we can see, the website and CMS is fully functional and ready to take bookings from organic, referred, and paid traffic. There was a lot of interest in package bookings before the tournament was due to take place. All bookings have been paused and will resume in early 2021 when the tournament kicks-off.