Arsenal Broadband Limited: Iterative User Testing

Improved Mobile and Tablet Traffic for Arsenal Broadband as a Result of Iterative User Testing

Arsenal Football Club is one of the most successful clubs in England, with a fan base of 100 million and spanning all four corners of the globe. With 92% of fans saying they were satisfied by the existing website, Arsenal Broadband Ltd needed to be sure their site redesign would be an actual improvement for their fans – not just “for the sake of it”. Bunnyfoot supported them through the redesign process, from initial customer research right through to user testing the final designs.

The Objectives

  • Develop a deeper knowledge of who Arsenal’s fans are, what they want from the site, what they do and what’s most important to them
  • Understand the views and opinions of key stakeholders from 6 different business areas regarding how the current site represents the club and how it could be improved
  • Test new designs for usability issues that cause fans problems when using the site

The Work

  • Bunnyfoot worked to ensure that Arsenal’s new website focused on what mattered to fans and delivered it in the best possible way. Bunnyfoot acted as an independent research partner from design conception to final delivery
  • Six internal stakeholder interviews with people from commercial, to marketing to business development were conducted. This revealed what was performing well currently, and what needed to be changed and improved
  • The survey received 4,500 responses from 132 countries giving us plenty of quantitative data to get stuck into
  • From the survey results, we were able to conduct cross comparisons to identify different needs of different fans to help tailor the site to the right kind of fan. For instance, international fans have little interest in buying season tickets in comparison to UK-based fans
  • Bunnyfoot conducted two rounds of user testing to help understand fan perceptions of the new site and identify any usability problems. 14 UK-based fans tested the new website providing valuable feedback and allowing us to identify areas which were suboptimal, allowing for recommendations to be made to improve the site for fans
  • Remote testing using screen shares with 10 USA-based fans to further our understanding of how the new design supported international audiences. Following each round of testing, a report detailing prioritised, actionable recommendations was produced
  • The on-going relationship and research throughout the process helped Arsenal put fans at the centre of their design process and deliver a site which truly catered for the needs of their fans

The Results

The site was launched on February 6th 2013 to both industry and fan acclaim.

During the 2013/14 season:

  • The website was tracking ahead on all KPI’s, with site visits up by 4% and unique visits up by 20%
  • 114% rise in mobile traffic and a 43% rise in tablet traffic – showing how important it is to deliver a usable, responsive design

The redesigned site gained coverage from all different types of online publications, all over the world


By conducting research throughout the entire redesign project – from conception to execution – we were able to make objective decisions about the user experience and designs, and take the rest of the club with us on that journey. Bunnyfoot delivered strong analytical rigour combined with a pragmatic approach that was ideal for what we required!


Ben Ladkin, Operations Manager
Arsenal Broadband Limited

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