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British Gymnastics appoint DEPT® to lead digital transformation

Mellissa Flowerdew-Clarke
Mellissa Flowerdew-Clarke
VP of Marketing, EMEA
2 min read
17 October 2019

DEPT® is collaborating with British Gymnastics to spark digital transformation ahead of the 2020 Tokyo Olympics.

Managing Director of DEPT® Experience Design, Jake Welsh, said: “ It’s a welcomed opportunity for DEPT® to partner with British Gymnastics and evolve the organisation’s digital estate. User experience is the centrepiece of the project with tailored user-journeys being crafted to re-engage its community of gymnasts, parents clubs and members. 

“To portray the essence of the brand, purposeful interactions and a strategic content structure will be implemented through the use of design and technology.”
British Gymnastics is the national governing body for the sport in the United Kingdom. This status is recognised by Sport England, UK Sport, the British Olympic Association (BOA), European Union of Gymnastics (UEG) and the International Gymnastics Federation (FIG).

The vibrant and progressive organisation unites more than 350,000 gymnasts, coaches, judges and volunteers across the four Home Countries, the Isle of Man, 10 English Regions and 1200 affiliated Gymnastics clubs. 

Head of IT at British Gymnastics, Joseph Harrison said: “ We are on a journey to improve customer experience through innovative digital services. The digital transformation initiative aims to evolve with and react to the changing needs of our growing customer base. We have chosen to partner with DEPT because of their proven capability to identify and deliver against customer needs and introduce positive change in a scalable, sustainable way.”

To kick-off the digital transformation project with British Gymnastics, DEPT® is conducting a UX audit of its full offering. The insight will be used to map a happy path for all users on its website and ultimately improve their overall experience. A refreshed brand platform will be designed, developed and released to represent British Gymnastics on the global stage at the 2020 Summer Olympics.

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VP of Marketing, EMEA

Mellissa Flowerdew-Clarke