Ben Ladkin, operations manager with Arsenal Media Group, says that the club had identified that 20 per cent of Arsenal fans accessed the site on mobile devices, an area he says, ‘it wasn’t performing well on.’
Arsenal also wanted to bring the site more in line with the Arsenal brand and wanted to review its content according to Ladkin who says, ‘There needed to be more video integration with content and micro content and we needed to bring in player tweets and information from the wider web to stand as a hub for all people – 70 per cent of site traffic is from outside the UK.’
The site is now cleaner – ‘a lot of the clutter has been removed’ says Ladkin-and the horizontal and vertical navigation has been replaced with horizontal navigation. ‘We used to have more tabs then any other Premiership team,’ he adds.
Adverts are now limited to those by partners and internal ads in a bid to make them ‘more sympathetic to the design’ Ladkin says.
The hierarchy of information has been changed and a new editorial flow introduced with fans settling on the final design through user testing.