This project consisted of US Soccer approaching and teaming with AKQA to help reestablish their brand language, along with rebuilding their website from the ground up to help prepare the brand for the 2019 Women’s World Cup in Paris.
My ROLE—Technical Designer
As a technical designer, it was my role to communicate with all teams (UX, UI, QA, Dev., and leadership) to ensure the project stayed on track, and that we were all working towards the same goals. This was achieved by being involved with all phases of the project, along with documenting UX and UI elements, ensuring all functions are correctly communicated and were pixel perfect.
My role on the team grew into various other tasks as the project continued such as helping to design several tertiary pages, working with the QA time on prioritizing UI fixes during bug scrubs, presenting features to our back-end development team in Denmark, and presenting CMS functionality to clients.
To help ensure the new website remained as flexible as possible, our design and development teams focusing on creating this site with a module based system. A part of my role was maintaining and updating the 70+ module (and 9 templates) library to ensure each module was pixel perfect, used universal styles, responsive, and well organized. Whenever there was a project-wide update it was my responsibility to ensure the updates were applied throughout the entire project.
The goal of the new U.S. Soccer experience was simple: “The new ussoccer.com and US Soccer app is the first in a series of enhancements that will be made to U.S. Soccer’s digital presence as the Federation continues its commitment to making soccer the preeminent sport in the United States, using innovation, data and technology to provide the best possible engagement with fans...
To better connect fans to their favorite U.S. National Teams, U.S. Soccer worked with AKQA to develop the Federation’s new website and mobile app with a focus on providing a seamless physical and digital experience and deliver unique content that only U.S. Soccer can offer.“
— US Soccer press release 5/23/2019
Impacting the Status Quo
Through market research, our team discovered that there was a lack of representation for the U.S. Women's Nation Team, despite them being the most interesting aspect of U.S. Soccer's brand. These women are strong, full of personality, and have rich backstories, yet very few outlets were covering them in an enriching way. Our consumer research also backed up this claim of a lack of representation despite the increasing interest in the team and the women themselves. So to allow this project to set itself apart from the status quo of sports design, sports marketing, and other global futbol establishments we used a "lead with her" mentality. We achieved this by building the core brand language around the values the USWNT represents, and paired it with a narrative element to allow U.S. Soccer to tell the stories other outlets such as ESPN, CBS, Bleacher Report were missing to help create a deeper connection to their fan base.