Lucy Lee Design

South African Rugby Union approached our team for a complete UX/UI overhaul for their digital platforms across mobile and web. The goal was to modernise the experience, improve navigation and content discovery for fans with team profiles, fixtures and other rugby news.

Project

UX/UI Overhaul

Client

South African Rugby Union

Year

2025

Web Design

Role

UX/UI Designer

UNDERSTANDING THE BRIEF

Aligning with stakeholders

The platform needed to balance fan engagement, commercial opportunities and content discoverability. Holding workshops with stakeholders helped us align on:

Holding workshops with stakeholders helped us align on:

Business goals

User needs

Technical constraints

THE PROBLEM

Identifying areas for improvement

Before exploring solutions, we conducted a UI audit of the existing platform to identify usability issues affecting content discovery, accessibility and navigation. These findings helped prioritise areas for improvement and the design strategy.

Unclear navigation hierarchy

Accessibility issues & outdated design

UNDERSTANDING THE BRIEF

Aligning with stakeholders

The platform needed to balance fan engagement, commercial opportunities and content discoverability. Holding workshops with stakeholders helped us align on:

Holding workshops with stakeholders helped us align on:

Business goals

User needs

Technical constraints

THE PROBLEM

Identifying areas for improvement

Unclear navigation hierarchy

Accessibility issues

Outdated design throughout

BRAND UPDATE

After making sufficient progress with different areas of the website, we were later told by the South African team that the wrong branding had been sent over to us so all colours and fonts had to be updated. Luckily by setting up variables at the start of the project, this wasn’t a major issue and we were able to still meet certain deadlines.

OLD BRANDING

NEW BRANDING

DESIGN APPROACH

Our approach was centred around improving content discoverability & creating a more fan-focused experience. This included simplifying the navigation, implementing the updated branding & prioritising key content such as fixtures & results. An additional focus was placed on community engagement by highlighting existing online shops & Boksquad memberships.

FINAL DESIGNS

The final solution focused on improving discoverability, ensuring consistency & scalability across all platforms. With these improvements we hope to create a more engaging experience while allowing the platform to support future features & integrations.