For the first time in history, ITV stopped broadcasting for a full hour to encourage the public to take part in Britain’s biggest ever sports day. The British Olympic Association, The National Lottery, ITV and Join In worked in collaboration on I Am Team GB, commissioning Pragmatic as the event’s WordPress technology partner.

With a very tight timeline, we created an accessible, yet technically complex website the public would use to register their interest and easily find nearby sporting events.

We far surpassed anticipated page views and signups, with over 970,000 people participating in I Am Team GB nationwide.

  • Strategy
  • UX
  • Design
  • Build
  • Support
  • Maintenance

Sports clubs across the country submitted event information via a simple form we built on the Join In website. This data needed to be searchable by the general public. Querying the Join In database for every user search would be incredibly slow. Instead we built a bespoke app to work alongside the I Am Team GB website.

A website for everybody

The site needed to be simple for people of all ages and abilities to use, so accessibility was a high priority.

We carried out a thorough accessibility audit in-house, incorporating the findings into the design and architecture, and achieving an AA WCAG 2.0 rating.

Features included simple navigation, high contrast and screen reader translations – as well as fast page speeds for those on slower connections.

User flow designed for high conversion

The success of the site hinged on the number of users signing up to I Am Team GB. To maximise signups, we designed the user flow with a clear path to conversion.

During a 5-week period, we had a remarkable minimum conversion rate of 13.8%, with 150,000 signups. 2,600 I Am Team GB events took place nationwide – far exceeding the 2,000 projected.

Robust hosting to withstand high levels of traffic

We hosted the I Am Team GB website on a dedicated server cluster with WP Engine, optimised to deal with hundreds of concurrent event searches.

During the critical five-week sign up period, the site effortlessly handled high levels of traffic – attracting over one million users.

“Thanks, we’re obviously delighted with the success. Thanks for the update on costs, always good to see something come in under budget!”

Mike Barrett | Group Sales Controller | Commercial & Online | ITV plc