Sunderland AFC
UI/UX / Web Design / Sports Design
Sunderland AFC is an English professional football club based in the city of Sunderland, Tyne and Wear, home to one of the country’s largest and most established sporting brands.
With the team on the upward trajectory on the field, the club were also looking to level up their online presence for their dedicated fans; some of the most passionate in the country.
In our work at mtc, we aimed to provide Sunderland AFC with a solution that would not only allow supporters to make their online retail experience enjoyable but also help retail staff enhance their internal processes to make any supporter purchase seamless from the first click to fulfilment.
Creating a high-performance digital e-commerce soluion that hits the back of the net with users
Built With Fans At The Heart
With regular sell-out attendances of over 48,000+ and with fans across the globe looking to support their club, our e-commerce solution needed to be robust, quick and easy to navigate.
Listening to users and stakeholders during discovery, we understood the key pain points experienced on the current system and deployed informed UI/UX principles to help supporters navigate and browse the retail store promptly and intuitively.
Similarly, we better defined internal processes to support staff when handling areas such as stock management, payments and delivery via a number of custom module integrations
Discovery & Implementation
Bespoke Kits In Minutes
Football fans love kits, but hate complicated online buying processes.
With our bespoke customisation tool, we rolled out a simple, two-step feature that provides users with tiered style options, including fonts, numbers and competition badge variations.
Featuring live previews visible within the item template, the club's users can comfortably construct across a range of products, allowing for improved conversion.
“It has been a pleasure to work with mtc. on the project to implement a new retail website for Sunderland AFC. From the initial idea generation stage through to development and roll out the project was managed seamlessly.
Not only have mtc. developed a website that delivers a quality user experience for our supporters but they also developed a new integrated delivery system and a bespoke personalised product that has improved our processes and efficiency.”
- James Wallace, Sunderland AFC