Team setup
1 x UX Designer (me)
1 x UI Designer
2 x Engineers
1 x Project Co-Ordinator
What we did
Challenge
The campaign also provided a platform for Orange to launch its new sponsorship strategy, creating meaningful brand experiences around the passion of Football.
Approach
We put the fans at the heart of the experience, celebrating them as the real stars of the tournament. Orange was there at every stage, recognising and rewarding supporters
Execution
‘Orange Sponsors You’ was born.
We created a global communications platform that established the strategic direction and creative foundation for Orange's UEFA EURO campaign.
The process in a nutshell
Discover
Orange customer quotes
“Better deals for my contract”
“Rewards for being a loyal customer”
“More data!”
Football fans quotes
“England aren’t great, but I’ll support them”
“Only worth watching when there’s something to play for”
“Hang my flag and buy the new top”
Analysis
Being rewarded
Customers should be rewarded with upgrades and bonuses, so they feel valued, lets “Reward their passion”
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Meaningful support
With the use of social media, we can create a social support hub where their support directly reflects the team
Design
Wireframe exploration of rewarding customers and creating a fan support hub
Guerilla testing to get quick understand of concepts and basic mechanisms
Apply user feedback and refine design and ideas
Communicate with developers to understand flexibility and limitations for data
Create final set of wireframes ready for creative treatment
Wireframing
Working closely with visual designers, I helped translate initial ideas into post-it sketches and rapid wireframes. Across multiple sessions, we refined and consolidated these into a cohesive experience covering all key user journeys.
Sitemap
I helped shape the site map around key customer journeys, creating a connected experience that removed dead ends, encouraged exploration and reduced drop-offs across the website.
Social media engagement
The experience visualised each nation as a giant circle, with flags and animated balls representing social activity. Every post across multiple social channels using a country's three-letter hashtag added to its support. Data refreshed every 15 minutes, creating a near-real-time view of fan engagement and national support throughout the tournament.
Lighting up the Eiffel Tower
At 22:00 each match night, the nation with the highest social media support had its flag illuminated on the Eiffel Tower. The moment was live-streamed on the website and archived for later viewing, giving fans a tangible, memorable reward for their support and bringing the campaign to life beyond the digital experience.
Impact
Social media played a huge role in driving engagement. We pulled live hashtag activity from multiple channels into the website, turning fans' online support into a shared experience and creating memorable moments of participation throughout the tournament.
1.2m
Unique website visits over the whole campaign, 2.5 months
180k+
Social media (Twitter, IG and Facebook) posts using a nation’s three-letter hashtag
260k+
Total live stream views, flag lighting on the Eiffel Tower
Reflection
This was a significant project for me and one that still holds a special place in my career.
It was where I really started to understand how to apply UX processes in a fast-paced agency environment, and what can be achieved through close collaboration.
Working alongside the UI designers was particularly valuable. I learned so much about the finer details of UI, animation, colour, photography and visual storytelling. It showed me how these details come together to shape how people feel about and engage with a product.
It's an older project now, but one I'm still incredibly proud of.