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Ecommerce BtoC website for
Rugby World Cup 2019

My Role

Creative Director - Product & Marketing Designer & Manager - Front End Developer

Client ​

Groupe Couleur​

Teammates

Ecommerce and Sales Manager, Engineers, CEO​

Responsibilities

Creative Direction, Plan and Own Product, Defend strategy, Research, Product UX UI Design , Problem Solving, Front End Developement, SEO

01. Overview

Groupe Couleur proudly serves as the official travel agent for the Rugby World Cup 2019 in Japan, a testament to their enduring commitment to this esteemed event. With a rich history spanning five editions, their passion for the Rugby World Cup is evident, fueled by its unmatched intensity and emotional resonance. Securing the role of Official Travel Agency for the sixth time reflects not only their expertise in organizing seamless travel experiences but also their dedication to elevating the overall tournament spectacle.

02. Problem Statement

Couleur faces a critical challenge in meeting the unique demands of the Rugby World Cup 2010. Their existing e-commerce site falls short in efficiently catering to rugby enthusiasts seeking exclusive travel packages and tickets, highlighting the imperative need for a dedicated platform. Executing a consistent 360 marketing campaign is a formidable challenge, essential for surpassing competitors. By unifying our brand presence across social media, email, and print, we create a distinctive identity that sets us apart. This strategic approach ensures our marketing efforts stand out, leaving a lasting impression and solidifying our position as an industry leader.

03. Process & Experience

Goals

My primary goal is to streamline the sale of products and services through the website, facilitating end-to-end transactions seamlessly. I aspire to empower customers to easily discover products that suit their preferences and needs, emphasizing a user-friendly interface that supports personalized customization. The objectives extend to providing a smooth online journey for users, allowing them to search, order, and securely pay for products. Furthermore, I am dedicated to establishing a robust after-sales service system, ensuring customer satisfaction and building long-term loyalty. By offering comprehensive product information, reviews, and customization options, I aim to cultivate an informed and confident customer base. Ultimately, my overarching goal is to maximize sales and profitability by efficiently managing stock, aligning with a strategic vision that positions Groupe Couleur as a trailblazer in delivering outstanding digital solutions within the travel and event industry. My goal is also to steer the creative direction of 360 marketing campaigns, ensuring consistent branding across social media, email, and print deliverables for the entire journey experience. Whether online or in print, my aim is to create a seamless narrative that guides customers from the airport in France to the Rugby World Cup games in Japan. This unified approach enhances the overall experience, leaving a lasting impact on our audience.

Business challenges

The current challenge faced by Couleur lies in the need to meet the distinct demands of the Rugby World Cup 2019 through the creation of a dedicated platform. Despite having an existing e-commerce site, it falls short in efficiently addressing the specialized requirements of rugby enthusiasts seeking exclusive travel packages and tickets for this premier event. The absence of a dedicated platform hinders the streamlined booking process, user experience enhancement, and effective marketing strategies tailored to the unique nature of the Rugby World Cup. Therefore, the critical problem to address is the lack of a specialized platform, and its development becomes imperative for Groupe Couleur to optimize engagement and ensure the success of their sales initiatives for the Rugby World Cup.

Product Challenges

The product challenges at hand for Couleur necessitate a meticulous approach to ensure a seamless and user-friendly digital experience. An essential focus involves understanding every data point utilized by users (team, city, games...), emphasizing a comprehensive comprehension of user interactions and preferences to inform strategic decision-making. Selecting the right product type within the Magento framework is crucial, as it directly impacts user satisfaction and internal team efficiency. My goal is to optimize both user and internal team time by making informed choices in product categorization. Additionally, creating an easy-to-navigate and intuitive user experience for customizing products is paramount. Streamlining the process with a simple and efficient funnel further contributes to higher conversion rates, ensuring that users can effortlessly progress from product exploration to purchase. Addressing these challenges holistically aims to elevate the overall product experience, fostering user engagement and satisfaction while bolstering the effectiveness of internal operations.

Research and Analysis

My extensive involvement with customers on other rugby events (6 nations tournaments, TOP 14, Challenge Cup), where I actively worked withand accompanied users around Europe has equipped me with an in-depth understanding of the market and its users. Through firsthand experiences and shared moments with the users, I have cultivated a profound knowledge of their needs, preferences, and challenges. After conducting thorough research that encompasses competitor analysis, a deep understanding of the market dynamics, and valuable insights from user feedback and interviews, a comprehensive view of the landscape has emerged. This holistic approach has provided a nuanced understanding of the strengths and weaknesses of key competitors, offering valuable benchmarks for our strategies. By delving into user feedback and interviews, we have gained unique perspectives on user expectations and pain points, allowing us to tailor our offerings to meet and exceed customer needs. This multifaceted research approach not only informs our current market positioning but also lays the groundwork for strategic decisions and innovations, ensuring that our products and services resonate effectively with our target audience.

General Observations

Informed by my hands-on experience during other rugby events (6 nations tournaments, TOP 14, Challenge Cup) and subsequent interactions, key observations have emerged regarding user expectations. Users anticipate personalized experiences tailored to their unique preferences, emphasizing the need for customized travel packages and exclusive offerings. A seamless online booking process is paramount, with an expectation of intuitive navigation and easy customization options. Comprehensive information about travel packages, including accommodations, ticketing, and itineraries, is crucial for informed decision-making. Post-purchase support, marked by efficient and responsive customer service, is anticipated to enhance the overall user journey. The importance of authenticity and trust is evident, emphasizing transparent communication and reliable services. Finally, a sense of community and engagement holds significance, as users value opportunities to connect, share experiences, and actively participate in the events facilitated by the brand. These observations provide a solid foundation for crafting user-centric strategies that align with and exceed these expectations, ultimately enhancing the overall user experience.

User Needs

Insights gleaned from a comprehensive competitor analysis reveal notable variations in approaches within the travel and event industry. Notably, some competitors lack a dedicated website specifically tailored for the event, potentially limiting the user experience. Additionally, the utilization of a single data entry point per team for search functionality observed in some competitors may restrict customization options for travel packages. Moreover, a subset of competitors opts for a simplified model, offering pre-packaged options without extensive search features or related product/experience offerings. These findings underscore the strategic advantage of my approach, emphasizing a unique and separate website for the 2010 RWC. This approach prioritizes an intuitive and seamless user experience, multiple data entry points for robust search capabilities, and products with customizable options, providing a more tailored and comprehensive solution for users in comparison to competitors.

User Personas and Flow Charts

My direct engagement with previous rugby events has empowered me to create detailed and accurate personas, providing insights into the genuine behaviors and expectations of the target audience. This deep level of familiarity allows me to leverage my experiences effectively, shaping strategies and solutions that authentically resonate with the audience I have come to know so intimately.

04. The Solution

To strategically navigate the challenges faced by Groupe Couleur for the Rugby World Cup 2019, my solutions revolve around the creation of a unique and dedicated Magento 1 website. This platform ensures an intuitive and seamless experience across all devices, addressing user needs through a dynamic search functionality based on teams, cities, and games. The design emphasizes transparency with clear details on accommodations, tickets, and itineraries, coupled with an efficient and responsive booking process. The inclusion of personalized features with multiple customization options, enhances the user experience. Community engagement is fostered, allowing users to connect, share experiences, and access exclusive perks. Mobile accessibility is prioritized, and clear communication on booking terms ensures transparency. Leveraging insights from previous rugby events, my tailored strategies aim to exceed user expectations, establishing trust and authenticity. In addressing broader business challenges, the focus is on market differentiation, customer experience optimization and effective conversion strategies. The holistic approach positions Groupe Couleur as a leader in delivering exceptional digital solutions within the travel and event industry.Additionaly, in my capacity as a creative director and marketing designer, I play a pivotal role in generating innovative ideas that seamlessly blend the excitement of the Rugby World Cup with an immersive travel experience. My focus extends beyond the realm of sports, as I strive to captivate and educate users about the destination, igniting a desire to explore beyond the games themselves. Steering comprehensive 360 marketing campaigns, I orchestrate a symphony of strategies, ranging from social media and email campaigns to crafting visually compelling print materials that guide travelers seamlessly from the airport in France to the exhilarating RWC games in Japan. Beyond the realm of digital and print, my involvement extends to the real-world journeys of clients, where I have had the privilege of accompanying them to Japan, gaining invaluable insights into their experiences. This hands-on involvement serves as a rich resource for tailoring future Rugby World Cup packages, ensuring our customers receive a holistic blend of sports and tourism, creating memories that transcend the boundaries of the playing field.

05. Outcome and Iteration

The website's launch for the Rugby World Cup 2019 has proven to be an outstanding success, generating an impressive 300,000 euros in sales within the first 24 hours. This remarkable outcome underscores the effectiveness of the strategic solutions implemented, emphasizing an intuitive user experience, dynamic search functionality, and personalized features. The inclusion of products with multiple customization options not only enhanced the user experience but also contributed to efficient stock management, showcasing the platform's viability and adaptability. Clear communication on booking terms and transparent details on accommodations, tickets, and itineraries built trust among users, fostering a positive and authentic online environment. The emphasis on community engagement, mobile accessibility, and strategic insights from past events, has contributed to exceeding user expectations and establishing Groupe Couleur as a leader in delivering exceptional digital solutions within the travel and event industry. The outcome of my role as a creative director and marketing designer is a seamlessly integrated and immersive experience that marries the excitement of the Rugby World Cup with the allure of travel. Through comprehensive 360 marketing campaigns and a hands-on approach, I've successfully captivated and educated users about the destination, fostering a desire for exploration beyond the sports arena. The result is a symphony of strategies, from digital and print materials to real-world journeys, culminating in carefully crafted Rugby World Cup packages. Customers not only enjoy the thrill of the games but also embark on a holistic journey, creating enduring memories that transcend the boundaries of the playing field. 2400 clients attended the World Cup in Japan with us, it validates the success of the holistic approach taken and mark a significant milestone for Groupe Couleur, solidifying its position as a premier provider of travel experiences for major sporting events.

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