lululemon 10K Tour
Planning a website that changes with the event.
My role at RhinoActive: website strategy, sitemap and information architecture. Design and development by the agency team.
Different questions at every stage
Before registering, a participant wants to know what the event is and how to take part. Closer to race day, they need package pick-up, travel, parking and course information. Afterwards, they’re looking for results and photos.
I developed the sitemap and information architecture around that changing journey, giving the client and web team a structure to work from before design and build.
- 01Register
Event information and the next step to take part.
- 02Prepare
Training, travel and package pick-up.
- 03Race day
Schedules, course details and practical logistics.
- 04After the run
Results, photos and celebration.
A structure that could hold up
I organized content around the participant journey and planned for the different stages of an event. The priority information and calls to action could change while the underlying architecture stayed useful.
The framework also needed to accommodate event-specific information without making each event feel like a different website.
My contribution was the strategic structure: the sitemap, content hierarchy and planning for how the experience would change over time.
What this work shows
Planning for the life of a website after launch. The important question was what a participant needed at each stage, and how the site would help them find it.
Visit the 10K Tour website (opens in a new tab)The live website may have changed since my work. This case study describes my contribution to the strategy.