Website development / Website design / User experience


One of the four professional Welsh regional rugby union teams, Cardiff Blues are responsible for developing rugby union in the city of Cardiff, Vale of Glamorgan, Rhondda Cynon Taf, Merthyr Tydfil and south Powys.

The Brief

Cardiff Blues’ original website didn’t display well on mobile devices so they needed a new website that looked great on smartphones and tablets as well as desktop devices. They wanted to offer an online hub where visitors could find information, stats and the latest news quickly and easily. The website also needed to meet the Blues’ commercial objectives, giving fans a user-friendly platform to purchase tickets and merchandise.


Cardiff Blues needed a home page that was as dynamic and exciting as Wales’ national sport. The new site features a full-width video on its home page showing the passion and pride of the players and fans.

As well as the video featured on the home page, videos are embedded on internal pages throughout the site, showing information about match day hospitality, community programmes, rugby camps, Junior Club, and the Blues Choir as well as aerial footage of Cardiff Arms Park.


The new site needed to provide simple navigation so that multiple target audiences could find the information that was relevant to them, including;

  • Businesses looking for sponsorship and corporate hospitality opportunities
  • Fans looking for the latest fixture information, match details, events, news, results, tickets and merchandise

It was also important to feature the other services on offer, from venue and pitch hire to stadium tours, community programmes and rugby camps.

To aid this, user-friendly dropdown navigation was included, featuring each of the areas that were most relevant to each target audience.


It was important for visitors to get a great user experience when interacting with the site.

As well as being able to find the information that they needed quickly and easily, they should have the opportunity to engage with the content on the site.

The Fixtures & Results offer results that can be filtered by squad, competitions, and year, as well as up-to-date league tables.

Tabs on internal pages allowed multiple sections to highlight different messages without resulting in a long page of content.

Other elements that encouraged interaction included:

  • Animated squad statistics with in-depth individual player profiles
  • A fan wall allowing fans to share their own experiences
  • An interactive map to find your closest regional club

And since this was all built using responsive website design, it looked great on a range of devices, from smartphones and tablets to laptops and desktop PCs.

Since its launch, the site has already received some fantastic feedback from visitors.


While the front-end of the site obviously had to look great, some technical requirements were needed in the back-end of the site.

The personal data of visitors who signed up to the Recap Newsletter needed to be stored safely and securely.

The site also needed to integrate and link with a number of third-party platforms used by the Blues. This included the:

  • Data analytics software (Opta Sports & SFMS)
  • Online ticketing platform (eticketing)
  • E-commerce solution (Shopify)
  • CRM system (Two Circles)


"The feedback from everyone using the site has been exceptionally positive and we couldn't be happier with the work that UpriseVSI put into creating a first-class platform for Cardiff Blues and their fans."

Mike Brown
Head of Communications and Marketing, Cardiff Blues

Feel free to get in touch