The challenge

Emirates Old Trafford - Lancashire County Cricket Club had a unique challenge as the two separate arms of the organisation shared the same website. There was no integration between the two however, causing both divisions to lose thousands in missed cross-selling and cross-service opportunities. Prodo’s task was to develop an aesthetically pleasing product to improve user experience through intelligent personalisation and maximise returns for both divisions.

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What we did

Our cricket-mad team worked closely with LCCC to identify the specific requirements of the different audiences. We took our purpose-built customer engagement bus to Emirates Old Trafford and ran requirement workshops with cricket fans, conference organisers and internal stakeholders.

As a result of the insights gained, we developed a new website with dedicated areas for both cricket and events audiences and set some intelligent personalisation in place to enhance the user experience.


About Emirates Old Trafford – LCCC

Emirates Old Trafford – Lancashire County Cricket Club (LCCC) is a prestigious international and county cricket organisation responsible for a County Championship side since 1884. It also operates as a world class events and conferencing venue – Emirates Old Trafford. In 2016, Rhianna and Beyoncé each played to over 15,000 fans in the open air at the venue and in 2017, it played host to Ariana Grande's One Love Manchester benefit concert for the victims of the Manchester terror attack, which attracted 50,000 people.

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Proven results


Increase in average user session time


Increase in pages per user session


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