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How UEFA created 'the home of football' online

How UEFA created 'the home of football' online

The brief

"Football isn't a matter of life and death," legendary Liverpool manager Bill Shankly once said. "It's much more important than that." The website of UEFA, European football's governing body, welcomes some 60million unique - and equally passionate - users per month, who between them account for 210 million page views. Football fever is a global phenomenon: 50% of UEFA's audience lie outside Europe, reflecting the worldwide appeal of club and international competitions such as the Champions League and EURO 2012. Here then was the opportunity to reinvent the UEFA site as the home of football - a multimedia, content-rich site for fans who love the passion and theatre of the beautiful game that is European soccer.

The work

Understanding the business goals is powered by a huge network of expert content editors and statisticians, and it was vital that we tapped into their knowledge to create the new user experience. Fortune Cookie set up a collaborative team based in Geneva, where we ran requirements workshops with every business area of UEFA and its partners - people who understand the requirements of the most ardent football fan. We developed a new brand and a user experience that fully integrated video and mobile. We made sure football fans would have all their content needs met via the platform of their choice. Understanding the world's football fans To get under the skin of's audience - the worldwide army of European football worshippers - Fortune Cookie conducted an array of dedicated research, including:

  • ethnographic studies
  • competitor analysis and benchmarking
  • an online survey in 6 languages that attracted 7000+ responses
  • expert reviews and analytics to benchmark current site performance
  • analysis of previous research and insights
  • international user interviews
  • usability testing and eye-tracking studies to identify tasks and user journeys, resulting in clear user personas
  • an online card sort with over 80+ participants to inform information architecture decisions
Armed with this detailed understanding, we were able to assess and prioritise requirements based on a balance of business value and user needs. The results The new is football heaven. This unique international sports community presents a vast array of rich football content in an engaging, useful, usable style - and all of it in 12 languages, under a single, unified brand. Fans can now enjoy:
  • 1800+ matches a year
  • 120,000+ player pages
  • improved and increased offering of video and photos

The new was an Official Honoree in the Sports category at The 14th Annual Webby Awards.

Fortune Cookie is a full service digital agency in London.

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