Modernising the International Table Tennis Federation's web presence and creating a digital brand for a global audience
The International Table Tennis Federation (ITTF), the international governing body of table tennis, sanctions numerous international table tennis competitions, including the prestigious World Table Tennis Championships and World Tour.
With a rapidly growing fan-base and player numbers topping 300+ million globally (recreational through to elite), their legacy website was no longer fit for purpose. Non-responsive and not working well across mobile and tablet, a poor user experience and ad-hoc site growth meant the ITTF were in need of a complete website overhaul.
To take advantage of renewed interest in Table Tennis at an elite, global level, we had to create a website and digital experience with the following in mind:
- Modernise the ITTFs Digital Brand and Identity.
- Improve the publishing workflow for the ITTF’s content contributors based around the world.
- Bring tournaments to life by leveraging tournament data such as: draws, results, rankings & player profiles
The ITTF had a significant amount of legacy content on their previous site, our first step was to deliver a digital content strategy.
We assisted them in undertaking a thorough content audit and migration plan. Once content was confirmed, we strengthened their branding, expanding their brand guidelines to include digital as part of the creation of a digital toolkit optimised for use across mobile, tablet and desktop.
This digital toolkit allowed the ITTF to launch phase one of their new website in time for the Rio de Janeiro 2016 Olympic Games.
As fans become increasingly engaged with sports, data has proven to be a key fan engagement tool.
With this in mind we have developed an API which instantly pulls through data surrounding tournaments and athletes, from draws and results to rankings across disciplines. This will drive greater engagement across the site for fans and media, as well as prove to be an incredible archival resource for officials in the coming years.
Table Tennis is one of the most popular sports in the world, with China being the sports largest and most engaged market.
Due to the popularity of the sport in China, upon completion of the orginal site, we designed and built a Chinese version of the site, which was hosted locally in China to take advantage of the captive audience.
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