Sport Relief Website

Comic Relief / 2011

For my first collaboration with Comic Relief in 2012, I lead the UX Strategy for the highly successful Sport Relief website. 

 Illustrative persona based on age and family connections

Illustrative persona based on age and family connections

Sport Relief are the organisers of the largest (by volume of participants) charity fun-run in the UK. I was responsible for the registration, donation and payment checkout workflows, where more than one million people were expected to place transactions.

The product needed to work fluently across desktop, tablet and mobile.

To begin, and after workshopping with project owners and key stakeholders, I was able to hypothesise a number of user personas based around age and family connections, as well as those users' previous activity on the Sport Relief website.

Using actual Comic Relief volunteers as a focus group to validate my hypotheses and further establish requirements based around user tasks, I drew up a number of illustrative workflows, representative of the established personas:


Once personas, user tasks and key user journeys had been agreed on and validated, a number of highly detailed wireframes and storyboards were documented based on the previous user flows.

The resulting website,, launched towards the tail-end of 2011.

The website saw over one million amateur and professional runners from up and down the country entering the event! Each of these participants (or someone on the participants behalf) successfully applied for 'The Mile' via the registration process workflow I was responsible for designing.

To test the application process, I just had to enter (you know, just to make sure all was designed up and working correctly!)... and in the process, I entered that summer's Mile event, myself!

Along with one million other participants, I helped raise a massive £50,447,197 for good causes home and abroad - the highest figure ever raised for Sport Relief!