From instruction to invitation
The project
PlayCricket shifted from explaining how to join to showing people why the game belongs to them.
Overview
A story-driven rethink of Cricket Australia’s web experiences, including a PlayCricket journey that made community cricket feel welcoming, aspirational and easy to enter.
The brief
Cricket Australia needed its digital experiences to do more than organise information. Sparse and instructional pages had to become useful journeys that built consideration, reflected the energy of the game and helped different audiences find a way in.
The approach
I architected audience journeys and content hierarchies around motivation first. For PlayCricket, that meant reframing participation around belonging, confidence and fun across junior, senior, social and all-abilities pathways, supported by clearer landing-page narratives and conversion routes.
Outcomes
Redesigned PlayCricket around why people play, not only how to register.
Architected story-led user journeys for the 2026/27 season and premium experiences.
Turned 150 years of cricket history into an immersive, era-by-era anniversary narrative.
