New website for Örebro SK
How do you create a digital experience that strengthens both the supporter experience and the identity of a football club?
Visit ÖSK fotbolls new website
In this project, we created a new website for Örebro SK, built in Sitevision, with a focus on usability, accessibility, and a more modern digital supporter experience. The goal was to create a platform that made it easier for visitors to follow the club, access important information, and engage with content across devices — while also increasing ticket sales and strengthening supporter engagement.
I worked as the responsible UX/UI Designer throughout the project, leading both the research and design process from workshops and analysis to final UX/UI design.
My Role
I was responsible for UX/UI, research, and accessibility throughout the project.
My responsibilities included:
Leading workshops and stakeholder sessions
UX and UI design
Research and behavioral analysis
Analysis of visitor data through Google Analytics
Benchmarking and competitor analysis of other football clubs
Information architecture and navigation
Mobile-first and responsive design
Accessibility and usability
Wireframes and UI concepts
User-centered design decisions throughout the process
The Challenge
The goal was to create a modern and engaging website that better reflected the club’s identity while improving usability and accessibility for supporters and visitors.
A key business goal was also to increase ticket sales by creating a smoother and more engaging digital journey around matches, news, and supporter activities.
Another important focus area was making the platform easier for editors and content teams to manage and maintain in their daily work.
The website also needed to support and structure large amounts of dynamic content connected to:
matches and results
fixtures and schedules
player and team information
statistics and live data
Key focus areas included:
Improving navigation and findability
Creating a better mobile experience
Making match-related information easier to access
Increasing visibility of ticket-related CTAs
Structuring statistics and match data in a clear way
Strengthening the visual identity and digital presence
Supporting both existing supporters and new visitors
Creating a scalable and editor-friendly platform in Sitevision
Since a large part of the traffic came from mobile users and match-related visits, the experience needed to be fast, intuitive, and easy to navigate in real-life situations.
Process
The project combined workshops, research, analytics, benchmarking, and collaborative design work.
To create a strong foundation for the project, I facilitated workshops connected to:
goals and vision
target groups
user needs
organizational requirements
content structure and priorities
The insights from the workshops were combined with behavioral analysis and visitor data from Google Analytics to better understand:
user flows
most visited pages
traffic patterns
conversion opportunities
mobile usage
supporter behaviors and needs
We also analyzed and benchmarked several other football club websites to identify best practices, common patterns, and opportunities for improvement related to supporter engagement, ticket sales, match experiences, and sports-related content structures.
A large focus throughout the project was ensuring that:
match data and statistics
fixtures and schedules
player squad information
results and tables
could be presented in a clear, scalable, and user-friendly way across devices.
These insights became the foundation for the UX and design decisions throughout the project.
The design work was developed in close collaboration with both the team and the client through continuous feedback sessions and iterative improvements.
Solution
The result was a new website focused on usability, accessibility, engagement, and conversion.
The solution included:
Improved navigation and structure
Mobile-first UX and UI design
Clearer access to matches, schedules, and results
More visible and strategically placed ticket CTAs
Structured presentation of statistics, squads, and sports data
A more modern and scalable visual experience
Accessible and responsive design principles
Flexible and editor-friendly content structures in Sitevision
User-centered flows based on analytics and research
The website was designed to strengthen supporter engagement, simplify content management for editors, and support business goals connected to ticket sales and match attendance.
Outcome
The project resulted in a new digital platform that better supports supporters, visitors, editors, and the club’s communication needs through a more modern, accessible, and mobile-friendly experience.
Key Learning
Designing for sports and supporter culture requires balancing emotion, engagement, identity, usability, business goals, and large amounts of dynamic content.
Creating clear and intuitive structures for live information, match data, and supporter journeys became just as important as the visual experience itself.
Our design solution
