Unicorn Darts Website

UX / UI Design (with Threepipe Reply)

Unicorn darts approached us to help them reach new audiences and introduce new followers to their brand. Their new campaign 'for every player' aims to promote their range of products to players of all levels and abilities.

As part of the 'play with the best' group of sports brands, unicorn darts did not have a standalone website representing their brand. Analytics data showed that there was a high bounce rate, and the site itself had very little information about the brand itself. As a solution, we proposed creating a B2C site to introduce the brand to users landing from social media and professional darts fans and convert them to loyal customers of the brand.

User Groups and Goals

As the scope of the project only allowed for a 8 page website, I went through a strict streamlining process through analysis to ensure every section of content was as concise as possible while helping us achieve our user goals.

IA Challenges

As the goal of the website is focused on brand awareness rather than commerce, it is important to ensure users from different entry points are able to achieve their goals.

This is particularly important for new users who are exposed to the brand through players or competitions from televised appearances, so the “our story” and “team unicorn” were created to accommodate these users.

Wireframes to promote brand USP

Unicorn darts wanted to introduce new audiences to their unique history as well as their innovative technology and materials. We added sections weaved within the main interactive content of the site.

There were also development limitations that meant we had to scale back with the number of and complexity of component at this stage.

Optimising look and feel for web

Working with the brand team, I transformed the look and feel to optimise for web use. This was used to define the UI pattern library.

Mobile First Prototypes

Analytics data showed that over 70% of existing users were on mobile devices, referred mainly from social media. We designed the site with a mobile first approach, then later adapted the design for desktop use.