British Gymnastics
Tailored user-journeys crafted to re-engage its community of gymnasts, parents, clubs and members.
Applying purposeful interaction design and structured content to deliver a cohesive and engaging brand experience.
The existing digital platform had evolved organically over time, resulting in a complex and inconsistent architecture that no longer met user needs. This led to a fragmented experience that failed to reflect the brand and delivered limited value to users, ultimately hindering the organisation’s strategic goals.
During the discovery phase, detailed user journey maps were developed to identify key interactions and touchpoints across the website. This helped uncover user goals, motivations, and pain points at each stage, informing a more structured and user-centred experience. The resulting approach focused on creating a cohesive digital ecosystem designed to support engagement, foster community, and encourage collaboration among users.
