I developed an analysis of Chelsea FC‘s digital marketing and e-commerce strategy, as the club works on this strategy and has been standing out in this model to add revenue to the club.
WEBSITE has direct conversion to nike.com e-commerce, design follows the brand platform, there is a break in the browsing experience between Nike’s website and e-commerce, totally different design. In addition to having an outdated, bloated and objectively structured structure and design, it prioritizes news and content.
Website has a bad navigation structure and design, with a lot of content. Great Highlights categorization hierarchy. Make good use of the club’s visual identity and aspirational photos.
The e-commerce with design focused on brand experience. Usability and navigation starting by categories, with less focus on products, offers a variety of product categories, and the aim of navigation and design.
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