Strategy and Scaling of an Athletes Platform for the World's Leading Sports Brand

When real-time content is provided, mobile platforms play a major role for creating user engagement and to enable personalized content across different channels.

Bloom Partners was tasked with the development of a new user experience and personalization of the platform strategy for one of the Top 5 German sports associations with close to one million members.

The Approach.

The approach chosen was consumer-centric at every step, ensuring we captured demand through qualitative and quantitative assessments. The objective was to increase interaction, reach and thereby the attractiveness for sponsors as well as direct revenues from merchandising.

1. Refinement of the target group:

We analysed website traffic to identify user sources, movement, and entrance/exit points. Qualitative interviews with prioritized target groups uncovered additional user requirements.

2. Customer Journey:

We developed five key customer journeys, highlighting key actions, decisions, obstacles, and user desires. Qualitative interviews informed actionable content and functions based on user needs.

3. Website Concept

We reviewed existing content and identified optimization potentials. We prioritized adjustments to content and functions, explaining technical implications for the new website structure.

4. Mobile and shop assets

We designated a new native mobile app as the main platform for engaging active users, providing personalized settings, real-time data flows, and a continuous news stream for athletes, trainers, and their networks.

The Impact.

With almost six-digit downloads the mobile app has become a central, digital asset for the association and a much appreciated “second screen” during live events.

It allows for direct and personalized communication with large groups of members.

The backend data and content streams are aligned, professionalized, and provide a solid basis for a more data-driven future content.

The ongoing management of the merchandise has become significantly less cumbersome and provides higher revenues than ever.