This assignment was created for Sportz Interactive pertaining to a digital creative strategy for the organisation and a heuristic evaluation of three websites developed by them.

1. DIGITAL CREATIVE STRATEGY & USABILITY
ANALYSIS FOR SPORTZ INTERACTIVE
Created by Aditya Vasant Mudaliar

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Digital Creative Strategy & Usability Analysis of
Hero Indian Super League, Pro Kabbadi & T20 Global League
CREATIVE COMMUNICATION/ ADVERTISING/ MARKETING STRATEGY:
Establish Goals & Objectives:
• Set goals – Communicate and Interact with stake holders, and partners, not only for valuable
and broader inputs but also to ensure that they feel consulted and have ownership of the
strategy, make them realize the Mission & Vision. The primary goal for all the three web sites
is to attract new users, increase traffic and fan following, lead users to subscribe newsletters
and provide relevant information about that particular sport in real time ie; Live Scores, Live
Matches, Match Highlights, Match Results, Videos, Blogs, Match Reviews, Player Reviews,
Team Reviews, Team Standings, Player Standings, Player Statistics, Team Statistics.
• Define objectives supporting goals – Create focus groups or Focus workshops within the
organisation or conduct interviews with external mediums to identify pain points.
• Identify target audience – Do a formative research on demography and conduct User Centred
Analysis (UCA). Create a Persona, monitor user surfing habits, Look for which team or player
they follow, where do they go for live scores or team standings, what do they do to read
player, team or match reviews and statistics.
• Translate objectives into actions – Be descriptive about the activities you will undertake as only
presenting the goals doesn’t give credibility to the exercise. Bring on the table what you will
do for digital media outreach.
• Draft key message points – Explain what kind of messages you want to convey.
Categorize the users into 2 types:
1) Generic Users - message can have statements of milestones achieved, talk about how
generic users have changed to loyal fans.
2) Loyal Fans – Conduct special events or games periodically and offer special gifts to
winners.
• List resources – Explain and put down the budget and resources needed as support for the
marketing & communication strategy. It will consist of program managers, communication
specialist, technology managers and align the company resources. Do project future costs.
• Create a timeline – Create a realistic timeline with milestones set in place. Leave enough time for
each process to complete.
• Tracking, Optimising & Crisis Management – While you work on the communication strategy, set
a team to Develop a tracking, optimization and crisis management plan. Include KPI’s and tools
which will be used to track, evaluate and act on the effects.

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Making an online presence & Deliver the message:
• Probable mediums of awareness for online presence – Describe the channels which will be
used to carry your message and create a sense of awareness of the business.
1) Local Listings – List the business on local online business directories i.e. Google My
Business for it to show up in search engines & maps for free.
2) Mobile App – Can develop an app, once the volume of users increase.
3) Social Media – Create a company page on Facebook or Twitter, It helps connect
emotionally with the user and also build a strong relationship. It can also be used to
share and promote the brand by posting player or match photographs, videos and
reviews. Posting leaks or coming soon articles will also get eyeballs and create a sense of
eagerness.
4) Create an engaging narrative – It is nice to do story telling as it connects with human
interests. Create a brief and vivid narrative talking about the journey and people behind
the brand, accomplishments and milestones achieved.
• Probable mediums of Advertising & Marketing to convert visitors into loyal fans:
After turning visitors into loyal fans, invest in paid advertising, This will help you find more users,
who in turn will find you.
1) SEO – Optimise your website with descriptive & unique title tags, name image files with
descriptive names and finally include alternative text. This will help the search engine to
understand what your website is all about and will result in showing up on relevant
searches. Main objective is to keep improving your website by creating fresh, original and
relevant content that helps it show up in organic searches.
2) SEM – Main objective is to maintain quality and relevance of keywords over bid amount,
as the search engine will only display ads with relevant keywords.
3) Display Advertisements – Select an Ad Network and create attention grabbing text
banners, image banners & videos to tell users, who don’t know about your brand and
also re-target potential users who have already subscribed with you or visited your
website, by booking ads spaces on websites relevant to your brand and their surfing
habits. Since you want your ads to be, where your probable users are, remember to
focus on tracking, which will eventually lead to conversions.
4) Social Media – Register with Facebook, Instagram, Twitter, YouTube or LinkedIn and
Interact with new or existing users showing interest with the topics of discussion being
relevant to your brand. As you share information of the service your brand gives them,
they will share it with their own networks and will help you grow your footprint in the
social circle. The penultimate aim is to grow business by getting new users and turning
existing users into loyal fans.
5) Email – It helps build customer loyalty and engagement. Build a list & create a data base
of users according to their age, gender, habits ie; which team or player they follow or
where do they go for live scores or team standings. Provide exclusive content to
members only or to users who are showing interest in your brand. Your main objective is
to make new or loyal users subscribe online to your newsletters, Fan Club and lead them
to your web site for specific content ie; Live Scores, Live Matches, Match Highlights,
Match Results, Videos, Blogs, Match Reviews, Player Reviews, Team Reviews, Team
Standings, Player Standings, Player Statistics, Team Statistics etc. Showcase new
upcoming events or games being played online, send coupons, offers or deals for
merchandise. Register with an email service provider i.e. Mail Chimp, they will provide

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templates, options to schedule sending mails, measuring tools i.e. A/ B testing, Open
rates & click through.
6) Content Marketing - This is most crucial mediums of all. Develop the most valued,
relevant and precise content for targeted audience. It can be videos, text content,
interactive content, reviews or blogs, this in turn will provide you with back links, which
ultimately will result in higher traffic, conversions and loyal followers.
Programmatic advertising using Real Time Bidding (RTB) should be used for SEM and Fractal
advertising should be used for Social media marketing. Do create dynamic creative templates for
Display Ads, which can be changed on the fly.
I have combined Design Changes, What’s working and what’s not, Neutral Feedback into
one conclusive term called Design Focal Points.
DESIGN FOCAL POINTS:
Presentation
Navigation
Content
Interaction
Hero Indian Super League:
PRESENTATION YES/NO
1 Page titles are used to identify and organise content Yes
2 Colour and shading are used to draw attention to, or emphasize, important
content
Yes
3 Text sizes and typefaces (fonts) are easy to read Yes
4 Logos, navigation system, search & help features are consistent in their
locations on all pages
Yes
5 Effective principles & techniques for content grouping are used
throughout the site to minimise clutter
Yes
6 Does the web site layout optimise itself on different devices Yes
7 Does the site follow Gestalt principles Yes
NAVIGATION YES/NO
1 Navigation labels (tabs, buttons, links) are simple, clear and easy to understand Yes
2 The site implements an appropriate trade-off between page length (scrolling)
and multiple page navigation
Yes
3 Links are self-evident; users do not have to “mouse over” to discover links. If
underlining is used, it is only used for links (not static text)
Yes
4 The site includes a search feature; it is easy to use & produce relevant searches Yes
5 Breadth and depth of the information architecture fits user needs Yes
6 Does the site have a relevant menu system Yes

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CONTENT YES/NO
1 The site content is free of misspelled and grammatical errors Yes
2 Important information on content pages is located at the top and in the centre
of the page layouts
Yes
3 Content includes meaningful headings and subheadings Yes
4 Bulleted and numbered lists are used wherever possible to facilitate scanning Yes
5 Use of technical jargon is limited or is supported by links to technical term
definition
Yes
INTERACTION YES/NO
1 It is possible to perform Keyboard equivalents for critical mouse operations Yes
2 Users do not need to frequently use multiple browser windows to navigate
through the site or perform site tasks
Yes
3 Aided data entry (word completion, pre-selected defaults, automatic correction)
is used as an assistive technique
Yes
4 Users attention is not consistently interrupted by uninitiated interactions (pop-
ups, windows, animations, advertising)
Yes
5 Instructions, error messages or feedback messages are useful & easy to
understand
Yes
Changes:
• The resizing transition of the top persistent menu should be faster.
• Remove the text “menu” from burger button
• When language is changed to any of the given options, there is no option added in the
language menu to change back to English. Please append.
• Footer link design (vertical & horizontal lines) need to be removed does not match the
design aesthetics.
• The “Clubs” carrousel menu should not be looping. The selected team logo should snap
to the centre on all devices.
• Use Open Sans typeface (font).
PRO Kabbadi:
PRESENTATION YES/NO
1 Page titles are used to identify and organise content Yes
2 Colour and shading are used to draw attention to, or emphasize, important
content
Yes
3 Text sizes and typefaces (fonts) are easy to read No
4 Logos, navigation system, search & help features are consistent in their
locations on all pages
Yes
5 Effective principles & techniques for content grouping are used throughout the
site to minimise clutter
Yes
6 Does the web site layout optimise itself on different devices Yes
7 Does the site follow Gestalt principles Yes

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NAVIGATION YES/NO
1 Navigation labels (tabs, buttons, links) are simple, clear and easy to understand Yes
2 The site implements an appropriate trade-off between page length (scrolling)
and multiple page navigation
Yes
3 Links are self-evident; users do not have to “mouse over” to discover links. If
underlining is used, it is only used for links (not static text)
Yes
4 The site includes a search feature; it is easy to use & produce relevant searches No
5 Breadth and depth of the information architecture fits user needs Yes
6 Does the site have a relevant menu system Yes
CONTENT YES/NO
1 The site content is free of misspelled and grammatical errors Yes
2 Important information on content pages is located at the top and in the centre
of the page layouts
Yes
3 Content includes meaningful headings and subheadings No
4 Bulleted and numbered lists are used wherever possible to facilitate scanning Yes
5 Use of technical jargon is limited or is supported by links to technical term
definition
Yes
INTERACTION YES/NO
1 It is possible to perform Keyboard equivalents for critical mouse operations Yes
2 Users do not need to frequently use multiple browser windows to navigate
through the site or perform site tasks
Yes
3 Aided data entry (word completion, pre-selected defaults, automatic correction)
is used as an assistive technique
No
4 Users attention is not consistently interrupted by uninitiated interactions (pop-
ups, windows, animations, advertising)
Yes
5 Instructions, error messages or feedback messages are useful & easy to
understand
Yes
Changes:
• The resizing transition of the top persistent menu should be used.
• Include image carousel on home page.
• Remove arrow from “login” button
• Colour of sub-menu (drop-down) has to be consistent on all devices. Black is good.
• Include social media sharing options on every image & video.
• Include search.
• Font size of headings and sub-headings are too large
• Font weight is too high
• Use Open Sans typeface (font).

7. Created by Aditya Vasant Mudaliar 7
T20 Global League:
PRESENTATION YES/NO
1 Page titles are used to identify and organise content Yes
2 Colour and shading are used to draw attention to, or emphasize, important
content
Yes
3 Text sizes and typefaces (fonts) are easy to read Yes
4 Logos, navigation system, search & help features are consistent in their
locations on all pages
Yes
5 Effective principles & techniques for content grouping are used throughout the
site to minimise clutter
No
6 Does the web site layout optimise itself on different devices Yes
7 Does the site follow Gestalt principles No
NAVIGATION YES/NO
1 Navigation labels (tabs, buttons, links) are simple, clear and easy to understand Yes
2 The site implements an appropriate trade-off between page length (scrolling)
and multiple page navigation
Yes
3 Links are self-evident; users do not have to “mouse over” to discover links. If
underlining is used, it is only used for links (not static text)
Yes
4 The site includes a search feature; it is easy to use & produce relevant searches No
5 Breadth and depth of the information architecture fits user needs No
6 Does the site have a relevant menu system Yes
CONTENT YES/NO
1 The site content is free of misspelled and grammatical errors Yes
2 Important information on content pages is located at the top and in the centre
of the page layouts
No
3 Content includes meaningful headings and subheadings Yes
4 Bulleted and numbered lists are used wherever possible to facilitate scanning No
5 Use of technical jargon is limited or is supported by links to technical term
definition
Yes
INTERACTION YES/NO
1 It is possible to perform Keyboard equivalents for critical mouse operations Yes
2 Users do not need to frequently use multiple browser windows to navigate
through the site or perform site tasks
Yes
3 Aided data entry (word completion, pre-selected defaults, automatic correction)
is used as an assistive technique
No
4 Users attention is not consistently interrupted by uninitiated interactions (pop-
ups, windows, animations, advertising)
Yes
5 Instructions, error messages or feedback messages are useful & easy to
understand
Yes
Changes: This site needs to be re-designed

8. Created by Aditya Vasant Mudaliar 8
Layout Recommendations (For all three websites)
Layout Grid 1
Layout Grid 2