A single destination website built to support the launch of the UFC Performance Institute's yearly journal.

Overview

UFC PI needed a digital destination to build an audience, not just serve fighters.

In partnership with the UFC Performance Institute, we built a single destination website to support the launch of their yearly journal. Its main purpose was to build an audience around exclusive UFC PI content, creating an opportunity for expansion down the line.

My role
I served as lead designer on this project, working as part of a cross-functional team to deliver a solution for our client's problem and needs.

Research & discovery

The Institute had expertise. It didn't have an audience.

The UFC Performance Institute has primarily been an internal-facing unit within the UFC portfolio, focused on serving and optimizing the performance of the 700+ UFC fighters who compete at the professional level. That made it an internal cost center rather than a revenue driver for the UFC brand.

The problem

UFC PI had no digital destination to build a global audience around their content.

That limited their ability to create new revenue opportunities and maximize the reach of their expertise.

Objective
Build a digital landing page to capture audience around UFC PI's content, supporting a larger UFC PI business strategy, brand, and revenue opportunity over the long term.

Primary audience

Five audiences, one shared need for credible performance content.

Combat sport athletes
Reached at scale through a digital experience built around the content and programs they care about.

Combat sport coaches
The influencers we needed to influence — coaches direct all training-related activity.

Performance specialists working with combat athletes
Strength & conditioning coaches, dietitians, therapists, and medical providers — a technical audience already aware of the Institute's standard of content.

Performance specialists outside combat sports
Individuals from other sporting codes or military/tactical units seeking world-class human performance insight.

Amateur trainers, coaches, and personal trainers
Looking to best-in-class UFC PI content to replicate with their own athletes, or for general health and fitness information.

Strategy

Start with data capture, not a full product.

The goal of the initial website and strategy was to build the largest audience list possible, and gain insight into who was downloading the UFC PI journal. That data would tell the org where to invest in a larger content-monetization strategy next, and let the business avoid investing in products that didn't fit its biggest opportunity segment.

Branding & execution

A landing page built to capture an audience, one download at a time.

The main purpose of the site was to build an audience, done by gathering user information prior to downloading the journal.