Refonte et optimisations pour Tennis Canada

Tennis Canada digital redesign

Scope National

Status Completed

Technology Craft CMS

Bring together the entire Canadian tennis community

About

Required Expertise

Digital transformation

Redesign and migration

Content strategy

User experience (UX)

Interface design (UI)

Conversion rate optimization (CRO)

Digital storytelling

Training and governance

Analytics and performance

In Partnership

Branding Agency SidLee

Solution integrator QuatreCentQuatre

Mandate Objectives

In 2022, Tennis Canada (TC) has undertaken a complete overhaul of its digital ecosystem with the ambition of eliminating silos and offering a global, simple and intuitive experience. The objectives are:

Increase revenues
Simplify operations and ecosystem maintenance
Implement an agile data architecture accessible to the entire organization

Challenges to Address

Ecosystem density: over 75 sites to analyze and regroup
Highly specialized field with international conventions and regional specificities
Respect the mission of the non-profit organization while generating revenues to support its operations

Solutions

Analyze and combine the federation's digital ecosystem into a single corporate destination
Adapt the brand to digital
Establish a content strategy that democratizes the sport and engages users
Introduce promotional placements aimed at increasing revenues without compromising the user experience.
Define digital user profiles to develop personalized journeys that maximize conversion.

Royal Gramma truly cares about helping its customers realize their aspirations. Despite the complexity of our organization and our operational realities, today we have powerful tools that enable us to grow.

Gabrielle Cyr, Customer Experience and Digital Strategist, Tennis Canada

Dynamism tennis ⁰¹

By incorporating a motion component and vertical title orientation, design choices give users a sense of the energy and liveliness of the sport... without detracting from the experience!

Make the sport accessible ⁰²

Tennis is an inclusive sport, and so is the Tennis Canada web experience! Whether it's in the treatment of information between men's and women's sports, para tennis or the role of up-and-coming players, fair attention is given to all stakeholders.

Creating champions ⁰³

The site's narrative encourages users to take up tennis for pleasure. Whether it's to learn a new hobby or to excel, the digital storytelling encourages users to follow their passion to the limit!

Give access to a world of information ⁰⁴

Canada's tennis community is rich and diverse... and the Tennis Canada site had to position itself as the cornerstone of this ecosystem! The taxonomy, search engine and navigation help users find the answer to their questions.

About Tennis Canada

Tennis Canada (TC)is a national, non-profit sports organization dedicated to the growth of tennis in Canada. TC owns and operates two prestigious ATP/WTA TOUR events, the National Bank Open presented by Rogers (NBO), as well as four ATP and ITF professional tournaments. TC operates four training centers/programs. In addition, TC administers, sponsors, and selects teams for the Davis Cup, the Billie Jean King Cup, and the Olympic and Paralympic Games, and forms national teams for juniors, veterans, and wheelchair tennis players. TC invests its budget surpluses in Canadian tennis development.

What we have achieved