Case Study Southampton F.C. 

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How usability testing of Saints FC’s mobile app enhanced fans’ match day experience

Completing usability testing pre-launch meant that Southampton Football Club could be confident in the app’s performance prior to going live. We identified several issues of usability and missing content that enabled them to prioritise their development resource.


Following usability testing of Southampton FC’s online retail shop, Saints asked us to scrutinise the usability of its mobile app. With high ambitions of how the app could enhance fans’ match-day experience, Saints wanted to test new features before launch. It was important to understand fans’ expectations, concerns, and questions, regarding the digitisation of key functions including the transition to digital ticketing, and the ability to purchase food and beverages through the app.


Remaining responsive to the app’s production schedule, we employed agile usability testing to rapidly test prototypes for iterative development. We recruited a range of fans, some of whom were season ticket holders whilst others were occasional attendees. The usability test included free tasks followed by specific tasks, which enabled us to assess the app’s overall experience. We identified users’ successes, pain points, unanswered questions, and underserved needs.


Through our analysis and reporting, we identified 15 findings and made 23 recommendations. This loyal fan base, some of whom had held season tickets for decades held questions about how the availability of Wi-Fi would affect accessing digital tickets at home and away matches. They described a desire to review archive footage of stunning Saint’s goals from days gone by and explained that they are unlikely to have their phones in their hands as they’re gripped by the team’s on-pitch performance. Such findings have informed development, marketing, and communications activity.

By completing this research before committing to code, Saints avoided unknown pitfalls and costs later in their development cycle. Seeing fans interact with prototypes and voice their hopes, expectations and fears brought the features to life.

 Amy Hunter

UX Consultant

UX Consultant Amy Hunter



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