The original site struggled with accommodating the increasing content requirements and addressing the needs of diverse user groups. Important information, such as Auskick details and disability and inclusion resources, were buried in a growing FAQs page, frustrating both users and customer service teams.
Building on a design system I had previously developed, I led a redesign to reorganise and expand the site structure. This not only improved navigation but also supported key initiatives like child safety and inclusion, providing a stronger platform for all stakeholders. My goal was to create a more intuitive and user-friendly experience, allowing participants to find the information they needed quickly and easily.
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?
Everybody welcome
A new voice for community footy
The original site content was written by subject matter experts, but it lacked the marketing and inclusive language needed for a welcoming experience. I brought in a copywriter to develop a new language guide and rewrite all the copy. With this new content and strategic use of imagery, we aimed to make the site accessible and inviting for participants of all genders, ethnicities, and abilities.
Parents and players
Expanding content for parents and players
We created multiple levels of content to cater to varying levels of familiarity with Auskick. Returning participants could quickly access registration, while newcomers could explore a dedicated landing page with an overview of the program. For parents wanting more detailed information, such as suitability for children with disabilities, we provided in-depth content on secondary pages. This structured approach ensured that every visitor, from seasoned players to those just starting out, could easily find the information they needed.
Coaches and admins
Everything you need to run an Auskick centre
We streamlined the resources section to better support Auskick coordinators and coaches, allowing AFL admins to easily update content. The hub included marketing templates, participant certificates, fundraising guides, and disability resources. Integrating these resources into a single area made essential information more accessible and cohesive for all coordinators.
Auskick Activities
Auskick activity library
We updated the activities library, transforming a collection of games into an organised, user-friendly resource. Each activity includes a video demonstration and step-by-step instructions, along with equipment requirements. Making this accessible from both parent and coach areas of the site ensured that coaches have all the tools needed to run sessions smoothly, while parents can easily see what activities their children will be participating in.
Club finder
Upgrading the Club Finder Experience
To make it easier for users to find and register with their preferred club, we upgraded the Club Finder from a simple location-based browse tool to a more robust search function. Users can now search by club name, ideal for those re-registering or looking for specific clubs. By pulling data from the PlayHQ API, we expanded each club’s profile to include detailed information on available programs and contact details, making it simpler to choose the right option.
Post registration
Reducing Customer Enquiries with Post-Registration Resources
I addressed a common pain point with post-registration content. After registering, parents receive a welcome email directing them back to the site for all post-registration information. This includes details on what to expect at the first session, their pack, and other common questions. This would keep information up-to-date and reduce customer service enquiries.
Final thoughts
Building a Stronger Platform for Community Football
The Play.afl redesign enhanced and expanded the existing site to support a broader range of resources and deliver a more intuitive experience for parents, players, and coordinators. By improving the registration process, expanding resources, and making information more accessible, we reduced the burden on customer service and created a better experience for all users. While the site has since been updated externally, our work established a solid foundation for future growth, ensuring that Play.afl can continue to evolve and support community football in the years to come.
I'd like to acknowledge Bec Quenneville-Hudec for copy and Rane Bowen for development on this project.
