UI / UX Design
Project
B2C Team USA Olympic Games
Summary
Revamping Team USA’s Digital Experience for the Olympic Games
Responsibilities
UI / UX Design
Creative Direction
Art Direction
Overview
As Team USA prepared for the Olympic Games, they needed a digital platform that could engage their passionate fanbase and showcase the stories of American athletes in a compelling way. The U.S. Olympic and Paralympic Committee (USOPC) wanted to inspire fans, celebrate athletes, and create a cohesive experience that would drive support for the team across multiple channels. In 2024, we partnered with Team USA to redesign their website, creating a modern and dynamic platform to elevate their digital presence in time for the Paris Games.
Client: OnLocation Experiences for USA Olympic Team
Project: Website Redesign for Team USA
Sector: Sports & Entertainment
Date: 2023
The Challenge
Team USA’s existing digital platform was outdated and struggled to engage users in the lead-up to the Olympic Games. With the eyes of millions of sports fans on the athletes, the USOPC needed a fresh, modern website that could effectively promote Team USA, highlight the athletes’ journeys, and provide real-time updates during the games.
The key challenges included:
Fan Engagement: The website was not optimized for fan engagement, with limited tools for interactive content, athlete stories, or ways for users to follow their favorite sports and athletes.
Mobile Optimization: With a growing number of fans using mobile devices to follow the Games, the platform needed to be mobile-friendly to ensure a smooth experience for fans on the go.
Real-Time Updates: Fans expect up-to-the-minute updates on results, schedules, and breaking news, but the site’s backend infrastructure made it difficult to provide real-time content efficiently.
The Solution
To overcome these challenges, we completely overhauled the Team USA website with a focus on delivering an immersive, fan-centric digital experience. Our approach was built around enhancing user engagement, showcasing the athletes, and ensuring that fans had access to real-time updates across all devices.
The solution featured:
Modern, Athlete-Centric Design: We introduced a fresh, visually appealing design that placed the athletes at the center of the experience. High-resolution imagery, bold typography, and dynamic layouts were used to highlight individual athletes, their stories, and their achievements. This helped create an emotional connection between fans and their favorite Olympians, inspiring support and excitement.
Enhanced Fan Engagement Tools: The new platform featured interactive content that allowed fans to follow specific sports, athletes, and events. Personalized notifications kept users updated on their favorite athletes’ schedules, results, and medal wins. The site also incorporated exclusive behind-the-scenes content, interviews, and training videos, providing fans with more ways to connect with Team USA.
Mobile-First Approach: Understanding the importance of mobile, we designed the site with a mobile-first approach. The platform was fully responsive and optimized for fast load times on mobile devices, ensuring a seamless experience for users whether they were browsing from their phones, tablets, or desktops.
Real-Time Content Delivery: We integrated a robust backend system that enabled the site to deliver real-time updates on event schedules, results, and medal counts. This ensured that fans could stay informed and connected to the action throughout the Games, with live notifications and updates available at their fingertips.
The Results
The redesigned Team USA website successfully delivered a dynamic and engaging platform that energized fans and brought them closer to the athletes and events. The new website not only modernized Team USA’s digital presence but also improved fan interaction and content consumption throughout the Paris Games.
Key results included:
Higher User Engagement: The site saw a 40% increase in user engagement, with fans spending more time exploring athlete profiles, reading event coverage, and engaging with exclusive content. Personalized notifications and real-time updates kept users coming back to the site for the latest news on their favorite athletes.
Improved Mobile Experience: With the mobile-first design, mobile traffic grew by 35%, and bounce rates dropped by 25%. Fans were able to easily follow the action from their phones, accessing event schedules, live results, and athlete updates no matter where they were.
Real-Time Updates and Increased Traffic: The site handled a significant surge in traffic during the Games, with fans relying on the platform for up-to-the-minute updates on Team USA’s performances. The backend improvements ensured that the site remained stable and fast, even during peak traffic periods.
Stronger Connection Between Fans and Athletes: The focus on athlete storytelling and visual content helped build a stronger emotional connection between fans and Team USA athletes. The exclusive content and behind-the-scenes features allowed fans to follow the athletes’ journeys, creating a sense of unity and pride among the audience.
Conclusion
The redesign of the Team USA website played a crucial role in driving fan engagement and support during the Tokyo Olympic Games. By delivering a modern, mobile-friendly platform that focused on real-time updates and immersive athlete content, we helped the USOPC foster a deeper connection between the athletes and their supporters. The new website not only enhanced the digital experience for fans but also solidified Team USA’s online presence as a hub for excitement, inspiration, and national pride during one of the world’s most-watched sporting events.
Credits
Design
Eduardo Calvo – Design Manager
Dan Keschet – Product Manager
Team
Zihan Sou – UI Designer
Herbert Willis – UI Designer
Sarikka – UX Designer
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