The Big Rock Tournament //
Tournament + Merchandise Site //
UX Update

Since 1957, The Big Rock (TBR) has raised millions of dollars to support cancer research and local charities. It was an honor to serve as Creative Director while revitalizing TBR’s e-commerce site along with their tournament site.

Problem
After partnering with our client, we discovered that TBR has two primary functions that serve their users. The primary purpose is to deliver pertinent tournament information. From the daily leaderboards to sign up information, the traffic would seasonably ebb and flow as it approaches closer to tournament time. During the tournament, traffic would spike and quickly bounce to the outbound link that supplied live tournament updates. From this outbound link, it became increasingly harder to funnel traffic back to their e-commerce site. The secondary function (by close margins) is to drive traffic to the e-commerce site. At the time of discovery, we learned that there was not a CMS in place that would supply a manageable dashboard to give a good overview of inventory and earnings. We also discovered that not only was the product photography was inconsistent, but the conversion process was less than delightful.

Solution
Since the needs of TBR users changed depending on the time of year, we found that it was best to develop two versions of the homepage. During the tournament, the website will display live leaderboard updates, live video feed, live radio streaming, as well as a quick link to purchase apparel. Before and after the tournament, the website will elevate their merchandise as well as pre and post-tournament news. With this solution, we found that we could better funnel traffic to its appropriate channel while drastically decreasing bounce rates and subsequently increased sales.