Client case
Friends Arena gets new website in Umbraco CMS
The purpose
Friends Arena approached us with an urgent need to update its website and move it to a new platform. The purpose of the project was primarily to:
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Switch platform
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Increase conference bookings
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Make it easier for users to buy tickets
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Make it easier for users to find information before their visit
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Remove old and outdated content
What are users doing on the web
We found that the user was in three different stages when they visited the web.
1. Before/Exploratory
This is the first stage, when the user is looking to find a specific event or to discover and be inspired by events they haven't actively searched for. At this stage it is important that the user feels trust/security in the brand, can discover Friends’ advantages/USPs, and receives enough information about the event to base their decision on.
2. Decision/Conversion
To facilitate the transition between the first and second stages — i.e., to help the user make a decision — the user needs to receive detailed information about the event. It should be clear what applies to the specific event — price, age limit, etc.
It should be easy to complete the booking and make the purchase.
3. Before the visit
In the final stage it is at least as important to take care of the user — this is a stage when the user has already converted, and this step builds the relationship between the user and the brand, i.e. how the user is cared for once they have chosen to pay and convert.
Here it is important to help the user find all the information needed before the visit, when they are to attend the given event.
It should be easy to find information and answers to questions, details about tickets, and how to get to the arena.
How we went about it
To create a good experience we needed to provide the user with the right information in the right context. As a starting point we compiled some of the most frequently asked questions users have and focused on creating a solution that answers them.
The questions were like:
- How much does the ticket cost?
- What times apply?
- How do I find my way around the arena?
- Where do I park?
Solution
We created a new component that can be used for campaigns - it can be found, among other places, on the homepage to showcase the VIP experience.
Once on the page for a specific event, we created a small information box with the most important details: date, time, price, and a button to buy tickets. The client needed an area to highlight additional important information, which could be a deviation from the regular details that directly affected the specific event
About Friends Arena
Friends Arena was inaugurated in 2012 and has a capacity of 75,000 people. The arena got its name when Swedbank, which is the arena's naming sponsor, donated the naming rights to the Friends foundation. Friends works to create a society where children grow up in safety and equality and its mission is to stop bullying in schools and in sports clubs.
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