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D.C. United Case Study

Services: User Interface Design

Problem: D.C. United approached NavigationArts with an opportunity to create a new Web site to further promote the team and the sport in the region, engage their fan base, and generate more ticket sales.
As a charter member of Major League Soccer, D.C. United first stepped onto the pitch in 1996, and the team from the nation's capital quickly set the standard for excellence in the league, on the field, and in the stands.

Solution: In 2009, D.C. United launched a new Web site that matched this reputation for excellence – and was recently awarded an “Outstanding Web site” WebAward from the Web Marketing Association.

In this redesign, D.C. United streamlined their homepage, organizing it around user needs. Focus groups revealed that D.C. United fans wanted compelling content and easy access to the team’s game schedule. The new site includes enhanced video presentation and content aggregation including reports from mainstream news outlets and other D.C. United fan blogs. A schedule widget makes it much easier to understand when the team is playing, how to buy tickets, and where to watch the game.

The visual design created by NavigationArts is immersive, replicating the exciting experience that happens when you attend a game. The background picture helps site visitors imagine they are in the stadium with all the associated energy and cheering. The design itself is sleek, removing clutter so that users quickly understand the organization of the page. The pictures and the calls to action pop.

"NavigationArts has been an invaluable partner in helping firmly establish our digital media presence,” said Doug Hicks, D.C. United Vice President of Communications. "They understand our brand, what we’re trying to accomplish and are providing the advice and services necessary to help us achieve both."

Previously, NavigationArts designed and built Behind the Badge, the D.C. United blog. The blog has quickly become the go-to spot for the club’s most ardent supporters, as well as the place for new fans to learn about the many unique individuals that make up United.

Project results included:

• Award winning visual design that replicates the exciting experience of attending a game
• Site that engages the fan base and draws them in to explore more content
• Ongoing partnership with D.C. United to help them achieve their online goals