Overview
Agency: Energy House Digital (EHD) / Digivate
Client: IMG and UEFA EURO 2020
Role: Creative Lead and Lead Digital Designer (UI/UX/Visual) at Energy House Digital (EHD) / Digivate, for IMG's UEFA EURO 2020 corporate hospitality site. Led design from concept through to deployment for a fully responsive platform enabling customers to explore hospitality packages across multiple venues and fixtures, with the primary goal of generating qualified sales inquiries.
The Challenge
IMG needed a digital platform that would:
• Help customers understand and compare various hospitality packages across multiple venues and fixtures.
• Visualise what different packages offered, particularly seating locations and views.
• Enable dynamic content updates as packages, fixtures, and availability changed.
• Drive qualified leads to the sales team for high-value bespoke package creation.
• Function on a custom CMS for client content management and CRM integration.
• Designs and guidelines must adhere to strict brand and IP requirements from UEFA and content partners.
Process and Approach
Agile methodology working with clients, stakeholders, and development teams:
• User journey mapping: Collaborated with clients and stakeholders to map customer journeys and identify key touch points.
• Iterative wireframing: Designed wireframes collaboratively to ensure the site met stakeholder KPIs.
• UI/UX design: Created high-fidelity designs for fully responsive experience across devices.
• Custom CMS: Designed around a custom CMS, enabling clients to update packages, fixtures, and availability dynamically.
• Development collaboration: Worked with development team through build and deployment phases.
• Tools: Sketch, Adobe CC.
Design Solutions
Package Discovery & Navigation
User Need: Understand package options across multiple venues and fixtures.
Business Need: Enable customers to explore offerings and generate sales inquiries.
Solution:
• Structured information hierarchy for clear package comparison across venues.
• Designed navigation allowing browsing by venue and fixture.
• Created consistent visual patterns for package presentation and key information.
"View From Your Package"
User Need: Understand what different package tiers offer, particularly seating locations.
Business Need: Build confidence in package value to drive inquiry conversion.
Solution:
• Integrated stadium visualisations showing views from different package sections.
• Designed progressive information disclosure from overview to detailed views.
• Linked visual representations with package details for clear value communication.
Business Impact
• Platform enabled customers to explore packages independently and contact sales teams with qualified inquiries.
• Flexible CMS empowered client team to manage dynamic content updates without technical support throughout the sales cycle.
• Design patterns and component library provided foundation for potential future event platforms.
Key Learnings
• Content structure (and CMS) required equal design attention – empowering stakeholders to manage complex, time-sensitive content independently was critical to success.
• Visualisation of seating locations and package details proved essential to building customer confidence in high-value offerings.
• Working within strict UEFA and content partner brand and IP requirements demonstrated the importance of early stakeholder alignment and approval processes.
Results
• Successfully delivered project on time and on budget, meeting client requirements and KPIs.
• Designs and platform met strict UEFA and content partner brand and IP requirements.
• Platform functioned throughout the tournament sales cycle with client-managed content updates.