ABOUT

In the summer of 2013 Villa brought their online merchandise store in-house for the first time in the club’s history. Prior to this, retail was divided between the brick & mortar stores at Villa Park and at New Street and with Kitbag, who managed the digital store.

With the new store I was keen to show bold imagery and clear categorisation, with each department showing some of its own character, such as the retro wear section.

Part of the brief was to make sure customers knew they were visiting a football site, so this led to the creation of the matchday live clock in the top-right of the page. During a match this displays the current score and sends users off to the matchday console if they click the arrow button.

Another notable application on the site is the kit builder which has proved very popular. In an effort to make building a personalised shirt more of an experience than simply writing your name on the back, the kit builder I designed allows the user to created a Facebook cover photo from the dressing room image they create inside the web app. This is
updated every year and I frequently see it on Villa fans Facebook profiles.