Atavus website and conference presence
Atavus started as a company dedicated to growing the sport of rugby in the United States. Their mission was to find and develop athletes who can play at a national level.
When I arrived, they had recently discovered the link between the rugby-tackle technique and the opportunity to address tackle performance and injury issues in football in a way rules and equipment cannot.
After developing a rugby-tackle program, they discovered more than 85 data points they could use to measure and assess tackle performance - helping teams distinguish between an effective tackle and a poor one.
We named this data system Tacklytics.
Prior to Tacklytics, the Atavus team wasn't entirely sure how to handle the digital footprint for their rugby and football businesses.
To the right are the main site homepage and football and rugby sub-homepages for the website when I arrived.
After leading the user experience work and working with our football analysts to build and launch the Tacklytics product in August of 2017, I led a strategic planning session with the football and rugby business units to identify our goals for the business and prioritize the hierarchy of information for the website.
I hired a fantastic UX designer who helped me work out the wireframes to ensure the page layouts represented our strategy. We also identified that our WordPress set up was actually three different installations that were cannibalizing each other in the eyes of Google search - hurting our search rankings.
After we agreed on the wireframes, we set about building the website and consolidating the build into one WordPress installation.
An early version of the homepage and football site launched in July of 2017 with a few months later. The rugby site is set to launch in Q1 of 2018.
The Atavus homepage when I arrived in 2017.
This was the football homepage.
This is the rugby homepage.
It is scheduled to have our new design implemented in the first quarter of 2018.
The football wireframes, which addressed the presentation of our product, as well as our content strategy to keep people engaged and improve our search rankings.
The rugby wireframes, which reflected a more effective way to show off our camp and training business and compel people to sign up. It also features the precursor to our online training modules that players can purchase and use on their own to improve their fundamentals.
The new homepage that introduces Atavus, ties the rugby and football businesses together, and sent users in their direction of interest.
I led the brand development, and assembled the content and design teams, that resulted in the story being told on the homepage and throughout the site.
The football homepage one sees when they first arrive. This initial page represents a traditional view of tackling.
The page when one hovers over the top tacklers. The hover state illustrates how our data adds value.