Kent sport is funded by Sport England and Kent County Council to provide and encourage community participation in sports. Their vision is simple, to inspire and change lives through sport and physical activity. Their website was old, clunky, and very complicated. It wasn’t responsive and the site was so overloaded with content, users were finding it confusing and extremely difficult to navigate through. The site had also been built by the in-house team on Dreamweaver, which greatly restricted the capability of the site, not to mention made content entry and upkeep incredibly difficult to maintain.
Aiming at an audience which is sport shy was not without its difficulties, we needed to identify and understand the emotional pain barriers which might hold people back when it came to sports. Some of the issues, like time and cost were familiar, but one of the strongest themes was a fear of judgement. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again. The design needed to be bold, brave and cut through these barriers by not holding back in trying to encourage users to beat their fears. The primary focus of the design was to prompt a change in attitudes and help boost confidence. It must feel more like a movement than a campaign.