The AFL Umpires Association (AFLUA) has its roots within the Victorian Football League Umpires Association (VFLUA), which was instituted on the 24th of May, 1909.
The association gives umpires a collective voice and support network.
The AFL Umpires Association (AFLUA) recognised the need for a website upgrade. Engagement with new umpires was low, the membership portal wasn’t functioning optimally, and content management was more time-consuming than necessary.
Search functionality was clunky, and keeping the site updated was a challenge. A full-scale digital uplift became the clear solution—one that made processes smoother, faster, and more accessible for everyone involved.
AFLUA envisions a website... that leverages the wealth of available data, showcasing the association's commitment to excellence.
Lost Souls Creative was engaged by RXL Professional Services to provide a solution that would modernise its digital presence whilst leveraging its rich data to highlight its commitment to excellence.
The goal was a seamless, efficient platform that not only supported staff in their daily work but also elevated the visibility and recognition of umpires.
In the first phase we engaged in the the following discovery activities with the purpose of gathering requirements and providing key recommendations for the subsequent website redevelopment.
Key activities were:
- Expert website analysis - Including information architecture, content audit, technology analysis & heuristics analysis
- Group discovery workshops - Including objectives overview, digital ecosystem mapping, basic user journey mapping, website experience & retrospective
- Key stakeholder interviews
The second phase focussed on the future-state website uplift which was driven by the need for a fresh, modern design and a more powerful, user-friendly platform.
The upgrade aimed to enhance key functionalities—streamlining forms, stats, and contact management—while improving accessibility, navigation and simplifying maintenance for staff.
The phase one discovery research gave us a deeper understanding of user behaviour and interactions, informed smarter design decisions, ensuring a more intuitive experience. With optimised workflows and effortless content updates the revamped site not only looked better but worked harder, making every interaction smoother for both users and administrators.
The main goals were:
- Improved user experience
- Improved website look and feel
- Improved website load speeds and technical SEO
- More efficient workflows for content generation and sharing
- Improvements in data management and sharing (reports)
- Improved website security
Throughout the process we maintained a close relationship with a structured cadence of interactions that kept us on time and in scope. Ensuring we delivered as promised.
Here's what it looks like:
