Equally addressing diverse audiences

AUCKLAND ANNIVERSARY DAY REGATTA

Project Overview

With two diverse audience streams, the existing site was proving unfit for purpose and was confusing for those trying to find information about racing events. Entry forms were causing issues and the site was not attracting younger participants or spectators.

  1. The home page targeted regatta participants at the expense of the spectators
  2. Spectators were only given brief details of race events on secondary pages
  3. Racing entry was problematic, unreliable and time-consuming
  4. The readability of the site menu was challenging with the placement over the header sliders
  5. There were a lot of call to actions without much organisation
  6. The design was lacking a sense of excitement and fun that would attract a younger audience
  7. Website maintenance was difficult and time-consuming

The Challenge

Auckland Anniversary Day Regatta is a once a year event comprising a variety of races from everything to radio controlled boats to wind-surfing to classic yacht racing. The race is in a numerous locations and with it only being on one day a year, there is a short time frame for getting information out to competitors and spectators. AADR needed to update their website to be able to reach both audiences efficiently and with clarity. Racing entries needed to be hassle free and reliable and AADR was interested in attracting a younger audience to increase participation.

AADR required a complete website redesign which involved moving platforms from AirSquare to WordPress. I planned, designed, and built the site working closely with the Media & Communications director. Site management training was provided by myself.

The Solution

Since the two audience streams were of equal importance, it was key to direct visitors to relevant information from the start. AADR was keen to split the banner on the home page and a number of variations were created before settling on a simplified version with one choice for each audience.

On the home page, large colourful icon buttons were used to direct visitors to key information and curated FAQs gave quick details.

To attract a more youthful audience, a bright cheerful contrasting pink/red colour was used in tandem with the blues from the logo. Instagram posts were added above the footer to encourage viewer engagement.

The font from AADR media was used in the headings to create a consistent visual link. This was paired with a simple, classic, readable sans-serif.

In order to present information in easily graspable chunks and to make it easy to find relevant content, the participant and spectator sections were expanded into several pages. By doing this AADR realised they had a wealth of information to provide to both audiences.

For the participants TopYacht was integrated to manage race entries and provide race results. This reduced the previous complications with forms, payments, and admin. Links to MySail were added to facilitate matching crew members with yachts. Weather information was provided via Windy.com.

For the spectators, the schedule was available online or via a download. Locations of the event, which took place in various locations, was available via an interactive map and a downloadable pdf. Links were provided to companies offering on-water viewing options as well as links to other Auckland Anniversary events.

The Results section, previously a link on the bottom of the homepage, was given its own page in the main menu. Each race type became a category making it easy to find results for each event.

The Result

After a session of WordPress training, my client has been able to completely manage and easily update the website.

Entries are now reliable and simple for participants and AADR. Results are accurate and are accessed via a link updated on the website.

Spectators were able to access event information from their mobile devices or by printing out details to take with them. Additional event details meant they could make decisions about how and where to spend the day.

Content readability and organisation was greatly improved.

After the new website launch, the Auckland Anniversary Day Regatta had the the most participants they've ever had!

Visit the website

regatta.org.nz

Happy Customers

"I had been investigating getting a website for about a year and met with several designers and did heaps of research before choosing Karen. To put myself in someone else’s hands was hard for me, but Karen made the process so easy, by really listening to me and understanding what I was trying to achieve and then expressing it in the design. I think Karen has a special and rare combination of design and technical ability that enabled her to create a site for me that is not only beautiful, but highly functional and ultimately a website that is an extension and expression of me. My website is everything I had hoped for an more and I can’t recommend Karen more highly.
Morna Haist

"Karen did a fabulous job designing a brand new web site for my company. She knows what style fits what company; and she understands the practical side of the site's functionality. She created a site which would maximize my hits. She showed me how to manage some things myself (eg. uploading photos to my website, uploading blog postings) and how to manage/label these things to increase hits. She is thorough and meets her deadlines, and her fees are very reasonable considering her incredible skill. I happily recommend her."
Marla Compton

“I am very pleased to have worked with Karebou for the creation of my website. Karen was very friendly and she was able to translate my reactive expectations and give my website a faithful image of my business"
Jean-Pierre Romeas

“After a long and painful period of working with three other web designers who could not understand what we needed, we finally found Karen for our new website. It all became easy and spot on! As we have very deep content, an online shop, a forum, a travel booking section and editorial content, it was a challenge to make all that work in one design. Karen provided a sharp, modern and slick interface while providing space for all features and navigation. Why is she better to work with? She’s not a geek, she doesn’t sell bells and whistles and she is not trying to impress the customer with ultimate toys. She creates a design that works and that people really like.”
Sebastien Michel

“It has been such a pleasure to have Karen design and develop my website. Karen has listened to what I wanted from day one and given me ideas with her outstanding design skills. The attention to detail and unique design gives my website an edge over my competitors. I was always consulted throughout the whole design and development process and kept up to date on how things were coming along. The end result has been amazing! Since my website has been live, the positive feedback and sales generated has been unbelievable. I cannot congratulate Karen enough on such an awesome website.”
James Hind

"The moment I saw Karen’s website, I knew she was the designer for me. The clarity, colours and fun of her site were so refreshing and inspiring. I could see she was a talented artist and I knew she would help me create an object of beauty, which she has. During the project I was able to relax knowing Karen was hearing what I wanted (very important) and that she would enhance my own ideas with her talent. I was able to fill in my own pages as the building took place, and much to my relief this is a very simple and quick process, which Karen has coached me through. My site is now live and getting great feedback. I myself tend to browse through the pages frequently and I love it. I am completely happy with it. So if you are looking for a designer with refreshing artistic talent look no further."
Lisa Houghton

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