La Liga

Helping LaLiga to reach the top

  • Digital product
  • Editorial
  • Loyalty

Service

  • Product Design

Sector

  • Editorial

Year

  • 2018

Capabilities

  • Analysis
  • Process mapping
  • Information architecture
  • Usability
  • Visual design

LaLiga, a stock on the rise

Spanish football has been an industry with millions of fans all over the world for some time now, and although it can boast an audience of almost 3,000 million viewers, it still has room for further growth.

That is why LaLiga, the organising body of Spanish soccer competitions, launched an international expansion strategy with the aim of reaching new markets and consolidating its presence in others experiencing exponential growth.

Committed to innovation and quality

To achieve its objectives, LaLiga invested in strengthening its digital strategy and various projects related to internal infrastructure, data traceability and the digital services it provides to users.

This is the context in which our partnership, which lasted just over a year, began. Our work focussed on three main areas: redesign of the public website, functional redesign of the CMS and mapping and optimisation of work processes.

Redesign of the public website began with a heuristic analysis, a simple tool that does not require excessive resources but is fast and affective.

The analysis detected various sore points that we were able to turn into opportunities for improvement:

Information architecture

Browsing model

Website visual style

Community feeling

Brand recognition

It’s not football. It’s LaLiga

We shall begin with the last point, the most intangible and hard to define.

The starting point was that LaLiga is not only football and neither is it only First and Second Division, an idea that is nevertheless deeply rooted in the collective imagination.

LaLiga Santander

LaLiga is made up of many competitions and broadcasts more than a hundred sports through LaLigaSports.

LaLiga SmartBank

LaLiga is made up of many competitions and broadcasts more than a hundred sports through LaLigaSports.

Women's First Division

LaLiga is made up of many competitions and broadcasts more than a hundred sports through LaLigaSports.

Working the browsing model and the architecture macro

We structured the header and the footer into thematic areas. This simple measure solved three problems:

1. This browsing model was scalable and sustainable in the event of any change or growth. The website would not break down if more items were added due to business or organisational requirements.

2. Any user would be able to create a mental map of the website with ease. We enhanced its usability with this proposal by facilitating recognition instead of memorisation and reduced decision time when clicking, which translates into an increase in the number of page views and extends session time.

3. It enabled more advertising slots which, even in banner format, are non-intrusive.

Defining a new content taxonomy

Football fans were by far the largest group among the various types of public that visited the website. It was necessary to understand their motivation and behaviour patterns as far as possible.

To do so, we studied the website analytics, conducted surveys and held a series of workshops in order to find out who was on the other side of the screen and which topics were more important to them.

Taken together with the content audit, the conclusions drawn from this work provided us with the guidelines to define a new tag structure that identified each type of content published on the website regardless of whether it was text, video or image. This was done by allotting editorial categories to the content on the one hand, and on the basis of metadata on the other.

This structure - based on the hierarchy, equivalence, association and assignment of other formal metadata (density, duration of the item, available markets, key words, etc.) - enables us to provide related content of interest that is customised for each user in accordance with their behaviour on the devices.

Developing a new visual line

All the work performed on the visual style can be summed up in three over-arching concepts: modular design, grid and colours.

Once the base grid to support the modular system had been created, each content area was assigned an identifying colour from the LaLiga corporate colours.

We combined the range of greys from the Manual with each colour by content in the more editorial areas (news, institutional pages, etc.), always prioritising simplicity and ease of use to enhance consumption of these pages.

We respect LaLiga's television visual identity manual, in which contrasts on dark backgrounds predominate, for the match data, statistics, results, encounters, video galleries, photos, etc.

In the Manual, the new image of LaLiga has a visual element called heartbeat, based on the logo, which is applied as a graphic resource to create applications. Secuoyas has adapted and applied this graphic resource in the headers, containers, news modules, etc.

Developing a constant reminder of the logo and a uniform image.

Modular system

We opted for a scalable, module-based system to respond to all the content requirements and configuration of public website pages.

Fine tuning

Throughout the analysis, auditing, research, conceptualisation and proposal work of the public website we were able to see the day-to-day tasks of the Digital Content department, acquire first-hand knowledge of the main problems they faced with the CMS and understand the information creation processes and the life cycle of each content item. During this period we identified some of the existing obstacles at the CMS level that prevented more convenient and efficient content creation. This was the basis of the work we carried out the following months.

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