Hammarby Fotboll
Hammarby Fotboll, commonly known as Hammarby IF is a professional football club based in Stockholm, Sweden. Founded in 1915, the club has a rich history and is renowned for its passionate fan base. Clear and direct communication with their fan base was one of our key goals to highlight in the new website.
CHALLENGE
Create a modern website—both in design and user experience—that levels to the best football club sites. The content was restructured with a new information architecture, focusing on key areas such as tickets and upcoming matches, team news and updates, and a live platform delivering real-time match coverage
First, we conducted a thorough competitive analysis, gathering insights on the topic, information and content structure. We also ran research among the users and interviewed the fanbase to understand what would be the crucial points we should focus on in the new IA and design.
Homepage before the UX/UI upgrade
HF Wireframe showing the new structure and visual hieararchy of the content
Much bigger focus on matches, calendar with upcoming matches and selling tickets.
Including social media to enhace communicating updates from the team to the fanbase.
Providing space for the fans to be presented on the website as well as part of the team.
The Match Center page was introduced as a new feature, delivering real-time updates to allow users to follow matches live with the latest information.
We built a successful new website by listening closely to Hammarby fans. Since launching, ticket sales have gone up, and the way we showcase Hammarby merchandise has improved—thanks to thoughtful upgrades that made the overall experience better for supporters.
Other cases
Cofidis
UX proposal for optimisation of an existing BE website in terms of user flows and content presentation.
Compagnie des Alpes
Creation of complexUX/UI design system to be implemented by 8 amusement parks in BE/NL.