As part of its commitment to innovation and member engagement, the AFL Umpires Association (AFLUA) identified the need for a strategic AFLUA website redesign. Their existing platform no longer aligned with the organisation’s evolving goals or the expectations of its digital audience.
AFLUA partnered with RXL Professional Services for a Future State Website Redesign focused on user experience, performance, and mobile responsiveness.
About the AFL Umpires Association (AFLUA)
The AFLUA is the peak body representing AFL umpires across Australia. As a professional association, AFLUA supports its members through advocacy, education, and community-building initiatives. The organisation needed a modern digital platform to engage members and showcase its work effectively.
An Outdated Platform Holding Back Engagement
Before the AFLUA website redesign, the existing site posed several obstacles to both user engagement and operational efficiency:
- Outdated user interface: The legacy website presented an outdated design, resulting in a poor user experience and an inability to effectively showcase the company’s products and services.
- Performance limitations: Slow load times and inefficient backend infrastructure negatively impacted user experience and SEO outcomes.
- Mobile responsiveness: With an increasing number of users accessing websites on mobile devices, AFLUA needed a responsive design to ensure a seamless experience across all devices.
A complete website transformation was required to align AFLUA’s digital presence with its strategic objectives.
A User-First Redesign Backed by Technical Strategy
To address AFLUA’s digital challenges, RXL delivered a targeted and high-impact solution through a structured, user-first approach to the AFLUA website redesign.
- User experience and interface redesign: RXL conducted a detailed analysis of AFLUA’s audience, content needs, and industry benchmarks. This informed a fresh visual identity and intuitive interface — optimised to improve usability and engagement.
- Performance optimisation: Leveraging the latest technologies and best practices, RXL addressed performance bottlenecks to ensure faster page loading times and a smoother user experience. This included optimising images, leveraging content delivery networks (CDNs), and implementing efficient coding practices.
- Mobile-first development: RXL adopted a mobile-first approach to development due to the importance of mobile responsiveness. The website was designed and tested to ensure optimal functionality and aesthetics across various devices and screen sizes.
A Platform Built for Performance and Growth
The redesigned AFLUA website has delivered clear improvements in performance, usability, and user engagement:
- Enhanced User Experience: Optimised infrastructure reduced page load times and contributed to improved SEO rankings.
- Improved Performance Metrics: Page loading times were reduced, contributing to a decrease in bounce rates and an overall improvement in search engine rankings.
- Increased Mobile Engagement: The mobile-first design approach led to an increase in mobile traffic, reflecting the successful adaptation of the website to the changing habits of users.
Empowering AFLUA’s Digital Future
RXL’s website uplift enhanced AFLUA’s engagement with its audience and facilitated growth by combining user-centric design with advanced technology. RXL gave AFLUA a robust, mobile-optimised, user-friendly website that better reflects its brand and serves its community.
This project showcases RXL’s ability to deliver tailored digital solutions that keep clients agile and competitive in a changing digital landscape.
If you are looking for support with your digital transformation project, please get in touch with us for an obligation free discussion.
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