To The Cricket
UI & UX
To The Cricket is a user-friendly calendar of cricket events across the UK, allowing cricket fans to quickly discover local matches, get crucial details at a glance with just a few clicks, and buy tickets with a pain-free process that links them up with the most appropriate ticket-vendors for each match. With ease of use in mind, their website was redesigned to provide efficient access to information that would otherwise require a time-consuming hunt to uncover.
Beyond the need to create a website that would be uncluttered and easy to navigate, the new brand would need to capture the aspects of cricket that fans love - capturing the iconic visual language associated with the sport.
The colour palette was drawn from instantly recognisable symbols of the sport - cricket whites, the red leather ball, the wicket and the bat. The resulting palette features an abundance of warm off-white, paired with a vivid splash of classic red and small elements captured in pristine white.
The logo is based on a bird’s eye view of a cricket match - the long, slender pitch has been transformed into a rounded lozenge that leans slightly to the right, suggesting speed and progress. At either end of the lozenge, three small circles reflect the cricket stumps, whilst also evoking a hamburger menu, acknowledging the digital offering at the core of To The Cricket’s offering.
The user journey was workshopped to identify pain-points in the process of finding events and booking tickets for them. The resulting UX is designed to guide users through the process smoothly, using two initial questions - where and when - to whittle down the results before presenting website visitors with a secondary filter system to allow them to quickly identify the best options within any initial matches.
A quick-view design was created to give viewers everything they might be interested in at a glance, along with a clear link to ticket-vendors to secure tickets for their chosen event.