Creating an Audience-Based Website Structure
The Competence Centre for Physical Activity was founded in 2022 to promote and coordinate physical activity in Estonia. The centre ensures that opportunities for physical activity are available to anyone in Estonia – regardless of their age, financial means, or special needs. Their goal is to make Estonia the most physically active nation in Europe.
Challenge
The Competence Centre for Physical Activity aims to encourage people in Estonia to be more active and support healthy lifestyles. They wanted to improve their website to have a user-focused approach tailored to different target groups.
Solution
- As a first step, we held a workshop with the Centre for Physical Activity to map out the challenges of the existing website and gain insight into how the internal team understands and defines their target audience.
- We then carried out a qualitative user study, engaging both physically active individuals and those who are less active, but want to be more active. We explored their motivations, what holds them back, and the factors that support the development of regular physical activity. Additionally, we identified the types of information they need to support and sustain an active lifestyle.
- Based on the research findings, we created detailed user profiles and identified how the website can help each group start and keep up a physically active lifestyle.
- Based on the results, we developed a target group-based website structure that allows each user to easily find the information most relevant to them. We also rethought the way information is presented, both in format and content.ation.
Results
- A clear and user-friendly website structure designed to organize content by target audience.
- Simplified and well-formatted sample texts tailored to the specific needs of each user group.
- A refreshed design and a complete website prototype in Figma, ready for development.
Numbers
- 13 user interviews with people of different ages and physical activity habits.
- 15 content pages, including the homepage, designed for both mobile and desktop views.
- A well-structured website layout that helps users navigate quickly and find the information specific for them.
The collaboration with ReThink was productive, active, and smooth. Together, we gained valuable insights about our target groups, had a great teamworking experience, and achieved a good result.
Alo Lõoke
Executive Board Member of the Competence Centre for Physical Activity
The Competence Centre for Physical Activity
The Competence Centre for Physical Activity (CCPA) was founded by the Estonian Olympic Committee on 5 October 2022 for the nationwide increase development and coordination of the field of physical activity to the efficiency of the management of the field of physical activity and to improve the cooperation between sports organisations and local governments.