Putting membership in the hands of professional rugby players
We helped The RPA transform its digital experience - creating a personalised website and member app that connect professional rugby players with the support, services and opportunities available throughout their careers.
The Rugby Players Association
Supporting professional rugby players on and off the pitch
The Rugby Players Association (RPA) is the representative body and collective voice of professional rugby players in England.
From player welfare and personal development to representation, education and career support, the RPA helps its members navigate the opportunities and challenges of professional rugby - during their playing careers and beyond.
The challenge
Making membership more valuable every day
The RPA provides an extensive range of services and support to professional rugby players, but its digital experience wasn't making that value easy enough for members to discover.
Players have very different needs depending on where they are in their careers, while much of the information relevant to them sits behind membership access. The challenge was to create an experience that recognised individual members and made relevant support easier to find and use.
The brief was to:
- Make membership more personal - tailoring content and experiences around individual players and their needs.
- Bring services within easier reach - helping members quickly discover the support, benefits and opportunities available to them.
- Connect member data with digital experience - integrating existing systems to create more relevant journeys.
- Improve communication with players - creating more direct and effective ways for the RPA to reach its membership.
- Make support accessible anywhere - extending the experience beyond the website to meet players wherever they are.
- Create a platform that could evolve - providing the foundations for new services and future member needs.
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The solution
The solution
Creating a digital experience around the individual
We worked with the RPA to rethink how its digital channels could strengthen the relationship between the organisation and its members. The result is a connected membership experience spanning web and mobile - combining personalisation, member data, content and services to make the RPA's support more relevant, accessible and useful to individual players.
Designing around individual players
Rather than presenting every member with the same experience, we designed journeys around the needs of individual players. Personalisation helps surface more relevant content, services and opportunities - making it easier for members to understand what's available and find the support that's right for them.
Design around what your members need
CTA
Could your digital experience make membership more valuable?
The outcome
A stronger digital connection with every member
The RPA now has a connected digital experience that makes its extensive support easier for professional players to discover and access.
Personalised journeys make the experience more relevant to individual members, while the app extends that relationship beyond the website - putting support and services directly into players' hands.
Behind the experience, connected member data and a flexible digital platform give the RPA the foundations to communicate more effectively and continue evolving its services around the changing needs of professional players.
The result is a digital membership experience designed not simply to inform members, but to make membership itself more valuable.
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