Using insight & personalisation to improve customer engagement


increase in page views from the home page


increase in average visitor session time


decrease in landing page bounce rates




Governing Body


3 months

Services provided

Project management


User research

Wireframing & prototyping

Front-end development

Optimizely integration

Business challenge

We helped the Lawn Tennis Association (LTA) get a deeper understanding of their users needs and provided a road map of recommendations to improve the user experience, engagement and conversions across their web estate.

While the LTA had a significant amount of data from GA regarding website journeys and traffic at key points during the tennis season, they had less qualitative insight around user needs and frustations and were keen to improve their understanding.

Personas and user research planning
Personas helped us quickly and clearly clarify user needs

Understanding user needs

Before we could address any issues we needed to fully understand the websites key audiences and their needs when visiting the LTA's web estate. We started by working up a set of scenario based personas that could be tested and validated through user research (interviews and usability testing).

Our persona development helped stakeholders to get a clearer understanding of their websites users and their needs and frustrations with the current website experience. This insight provided us with enough evidence to start proposing user experience improvements to the web estate.

Providing personalised experiences

The LTA receive a huge spike in traffic in the run up to the UK’s summer tournaments which ends with Wimbledon. Tennis fans are looking for key information about these events, to both attend and follow. Fans are also starting to get out on court during the summer months. We realised that during this time of the year the LTA governing body website needs to significantly change shape to accommodate these visitors and provide a more intuitive user experience to meet their needs.

Using Optimizely’s personalisation features we were also able to propose tailoring content and events based on a user’s location and browsing history to provide a much more personalised experience. 

We also took the opportunity to give the website a fresh coat of paint to bring the digital experience in line with LTA's new brand identity and restructure the navigation and landing pages to make them more task focused to help users locate the content they are looking for quickly and effectively.

Mobile screens from our solution
New content and features based on meeting user needs

Building features based on insight 

User research helped clarify that fans wanted much more information regarding British players and tournamounts and were struggling to find this on the LTA website.

We proposed a new fan area which would better integrate players, tournamounts and ticketing to provide a more engaging experience for fans to better meet their needs.

We also helped the LTA map out an API approach to consume feeds from other leading tennis websites to populate player profile data to keep it uptodate and reduce editor time to manage this feature.  


The recommendations, changes and and updates that were made to the LTA's web estate have increased engagement which is corroborated by both analytic data and general website feedback.

  • 83% increase in page views from home page
  • 32% increase in average visitor session time
  • 15% increase in ticketing sales
  • 40% decrease in bounce rate from landing pages

Making use of Optimizely’s personalisation features has allowed the LTA to present more personalised fan experiences and promote local and national tennis events in new ways. 

We continue to work with the LTA to support their website and digital strategy.

  • dotcentric did a fantastic job of redesigning user journeys and redeveloping new page templates and functionality within Optimizely. The team also offered innovative solutions as well as providing consistent support. We have had positive feedback both internally and externally, and are extremely happy with the outcome of this project.
    Aggie Hau - Digital Product Lead, LTA

 Services provided

  • Discovery 
  • Uaser research
  • Wireframing & prototyping
  • Design direction
  • Front-end development
  • Optimizely integration

Talk to Will about the value of user-centred design

To learn more about experience design, talk to our UX Director Will on 0203 8650705 or email