Sport England


Sport England is a public body building the foundations of a community sport system by working with national governing bodies of sport, and other partners, to grow the number of people becoming more active; and help talented people from all diverse backgrounds excel.

The project was to consolidate their multiple websites into one to support their good work and clearly communicates their mission and strategy.

The project challenges were:

How we did it


The project was kicked off by an internal stakeholder workshop with 15 participants over two days, the workshop consisted of tasks and activities to define the problem, outline the project goals and risks. During the workshop the website users were discussed and initial photo-personas defined. The workshop was also used as an opportunity to get all stakeholders on-board.

On-to-one interviews
Following the workshop 10 internal stakeholder interviews were conducted to dig deeper into the project goals on a one-to-one bases.

User research
In collaboration with the Sport England team, a mix of 25 users were identified, in-depth user interviews were conducted to better understand the users, their needs and pinpoints, to aid the segmentation and persona creation.

Content audit
A full content audit of the website was carried out. Looking at every URL (and the data) to make decisions on the quality of each page and to whether keep, merge or delete it.

User journeys
A number of key user journeys were mapped out to get a deeper understanding of the users, their painpoints and the opportunities for improvement.


User interview analysis lead to defining three primary and two secondary personas. The three primary persons were:

  • The Advocate – professionals that support Sport England’s strategy, making decisions and developing policies.
  • The Facilitator – professionals that apply the local strategy. They act as the bridge between the Advocate and Implementor e.g. helping clubs secure funding.
  • The Implementor – professionals that provide sports or activities to the general public. They are less involved with the national strategy.

Information Architecture
The IA was developed and defined alongside the content mapping task. It was an iterative process, continuing to work on it, review it, refine it and test.

Content mapping and content strategy
A content mapping exercise was carried out during the IA development and wireframing stages, making decisions on content types based in user needs. This followed the development of a content strategy and content creation.


The wireframing was done over 5 sprints, the focus for each sprint was a different section of the website wireframed, starting by the ‘funding’ section as it was identified as the most important part of the website.

During each sprint, the wireframes were turned into prototypes ready for testing.


User testing and iterating
Five rounds of in-dpeth moderated usability tests were carried out. After each stage the designs iterated and presented to the clients.

The final part of my role in the project was to write the user stories and functional specification, the handover to the development team, and being on stand by during the development phase to answer any questions.

The final solution

Visit the Sport England website by clicking here.

Final takeaways

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