Danish Athletics FederationsNext case
The Danish Athletics Federation (DAF) was founded in 1907 and has 235 member associations comprising of over 40,000 members. As a focal point for members, sports organisers, schools, clubs, sponsors, media, interest groups and the general public, the DAF website faces a huge challenge in meeting the demand for such a wide range of content on their website.
Underlining the challenge, a focus group study emphasised the difficulty many different visitors had navigating and understanding the federation’s website content, with users feeling unengaged and the website perceived as heavy and old fashioned.
We were asked to give the DAF website a complete re-think and to transform the visitor’s experience.
The website had to be innovative and modern, yet retain a strong connection with the federation’s heritage. The digital platforms had to be upgraded not just to increase awareness of the sport among the various stakeholder groups, but also to inspire visitors of all stripes to take up athletics and exercise.
To create harmony, integration and recognition, the new website had to have an interface similar to its sister organisation (Motion Denmark, also developed by DNA Design).
The website had to be clear and intuitive, with room for opinions, findings, knowledge and news. It had to support internal communications (i.e. dialogue between members) as well as messaging to the general public. User journeys would have to be carefully mapped to avoid any crossover and confusion.
Step one, as always, was to understand and gain valuable insights from the audience (or in this case, audiences). We conducted user interviews and usability studies, reviewed all the relevant data available, and pulled in focus group findings.
Armed with key audience insights, our next step was to facilitate brand discovery workshops to determine and define DAF’s digital brand expression.
Finally, we reduced the complexity of the information architecture, finishing off by defining the technical and operational framework.
An aesthetic, intuitive and informative experience for visitors of all types, highlighting the force and dynamism of the federation through inspirational content that is easy for anybody to find.Visit dansk-atletik.dk
We developed a modern web design with a turquoise colour that radiates peace, balance and growth and lends a sense of freshness, openness and ease. Blue indicates conservatism and security, which together with turquoise provides a duality between innovation and heritage.
The sharp, contemporary sans serif font Foco indicates DAF’s modernity and sharp expression, yet doesn‘t neglect the organisation’s softer values associated with Denmark’s strong tradition of communal associations.
IA & Usability
The information architecture and user interface now provide an uncluttered, intuitive and dynamic experience for visitors. The icons are designed to help users quickly and easily navigate and decode the site.
We have eased the administrative burden on DAF and made the site more dynamic, content rich and relevant. There is now a balance between dynamic content (recent posts, photos, postings on social media, etc.) and manually controlled content areas, while a customised calendar system has now helps clubs create their own events.
Increase in the
number of sessions
Increase in the
average number of
page views per visitor
"DNA Design gave us a diagnosis and a cure for our website. Both we and our users were extremely delighted with the result".
Jeppe WeinrichHead of Information & PR, Dansk Athletic Federation