England
Rugby

Creating an inclusive participation platform for England Rugby ahead of the Rugby World Cup.

England Rugby approached 383 with the desire to create an inclusive participation platform designed to get more people involved in rugby throughout England whilst capitalising on the sport’s highest profile competition; The Rugby World Cup.

They needed a partner who understood the importance of design when creating an unforgettable user experience, helping convert interest in rugby into participation at all levels as well as educating users of their diverse offering.

383 worked with England Rugby to conceptualise and design a digital platform that welcomes fans and players into rugby, regardless of age, gender, attitudes or skill level.

An informative discovery experience

England Rugby’s objective is to raise awareness of rugby, increase the participation of the sport at grass-roots level and ultimately showcase to the public that rugby is a great way to keep fit, socialise and make new friends.

We quickly understood that different types of rugby are popular with different demographics of people and can vary depending on the level of involvement people are looking for. Therefore we knew that we needed to create a product rich in utility, helping users decide what level of participation was right for them, by providing useful functionality and engaging content that aids the discoverability and decision making process for users and rugby clubs.

We quickly understood that different types of rugby are popular with different demographics of people

Find Rugby

We utilised England Rugby’s database of local clubs and organisations, enabling fans to locate and contact their nearest club based on key criteria such as age, gender, location and type of rugby, whether that be full-contact 15-a-side, Touch rugby or fun games and events. Alongside this we also surfaced content from TV providers to inform users of where they could watch upcoming games and buy tickets.

Creating the right experience - a simple and seamless route of discovery - was vital when ensuring users make an emotional connection to rugby and make informed and educated decisions about the type of rugby that is right for them.

Our work has helped England Rugby provide the population with a clear entry-route into the sport whether it be by playing, watching or volunteering.

The Results

Over 150,000 visitors to the site by the end of the World Cup on 31st October.

1000+ clubs across England supported.

24,000 unique visitors to Club Pages interested in playing Rugby.



We’re continuing to work with England Rugby to ensure that the legacy of this platform continues after the World Cup.

A simple and seamless route of discovery was vital when ensuring users make an emotional connection to rugby

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