Using the recent This Girl Can campaign and our Be Inspired and main Sport England sites as references, we'll discuss the ongoing battle to create great websites based on what our users need rather than what the chief executive wants.

1. Creating a sporting habit for life
How to stop corporate
pride getting in the
way excellent UX
Paul Cottam
Kate Dale
21 April 2015

2. Creating a sporting habit for life
A whole. new world
2

3. Creating a sporting habit for life
Thank you for being a friend…
3

4. Creating a sporting habit for life
4
Abandoning the traditional cycle

5. Creating a sporting habit for life
5
In a relationship
when does the
art of
compromise
become
compromising?
Carrie Bradshaw

6. Creating a sporting habit for life
Standing
up to
corporate
pressure
6

7. Creating a sporting habit for life
If you build it….
7
No they won’t, will they?

8. Creating a sporting habit for life
Evolution
not revolution….
8

9. Creating a sporting habit for life
Let’s go
round
again
(let’s
not)
9

10. Creating a sporting habit for life
The 10 commandments of UX excellence
1. Establish a clear raison d’etre for your channels
2. Champion your users and their needs
3. Arm your defence with stats, data and insight
4. Understand your stakeholders and their
burning desires
5. Compromise on the irrelevant
6. Embrace wobbly lines and
unclosed circles
7. Take it slowly
8. Do, test, improve, repeat…
9. Embrace the never-ending journey
10.Enjoy being right
10

11. Creating a sporting habit for life
Questions?
11
Kate.dale@sportengland.org
@kate_dale
Paul.cottam@sportengland.org
@paulcottam