Global Chess League Tech Mahindra at Buffalo Soldiers
The Global Chess League is a strategic collaboration between Tech Mahindra, a global technology leader, and FIDE, the international chess federation. Their goal was to transform chess into a global spectacle, making it more accessible and engaging for a modern audience by blending the traditional game with a tech-driven, event-based format.
The Tech Mahindra Global Chess League (GCL) is a groundbreaking chess event, bringing together top grandmasters and chess icons from around the world to compete in a unique franchise-based team format. This initiative revolutionizes the 1500-year-old game of chess with an innovative team-based approach, blending sports and entertainment.
I was the Lead Website (Ux/Ui) Designer for this project, the branding and website design in close collaboration with the development team. Additionally, I provided creative support for the social media campaign during time crunches, ensuring visual consistency across all digital platforms. It was a team of 7 designers including the social media creatives team, motion designer and me from the Ux/Ui team.
Key Challenges:
- Coordinating Multiple Teams: Collaboration with creative designers, developers, and the client to align the website design with the broader branding and live event timeline.
- Ensuring Brand Consistency: Maintaining a consistent visual identity across the website and social media assets, matching the campaign’s high-energy, innovative tone.
- Real-Time Updates: Designing a website capable of real-time updates for match results, leaderboards, and winners, which needed to sync with the live event.
- Handling High Traffic: Ensuring that the website could handle spikes in global traffic during key matches, especially when the event trended at number 1 on social media platforms like twitter.
Design Process Breakdown - Research and Discovery:
- Understanding the Audience: The audience for GCL was both the traditional chess community and a broader sports entertainment audience, many of whom were unfamiliar with chess. I researched both segments to understand their needs and design preferences.
- Branding & Visual Identity: The team Collaborated with the client to establish a bold, energetic, and modern brand identity that would appeal to a younger, global audience. The visual language was inspired by the dynamic energy of team sports, with a sleek, tech-forward look to reflect the association with Tech Mahindra.
The website roll-out was done in phases. We initially launched a teaser website, followed by the unveiling of the players, then the match schedule, and finally, we updated all the winners in real-time.
- I worked closely with developers to automate match results and standings updates. This involved integrating APIs that pulled data directly from live matches and displayed the results on the website without delays.
- Challenges: Balancing the need for a visually rich interface with the technical constraints of ensuring fast load times, particularly during peak traffic moments
Outcome & Impact:
- Impressive Reach: The campaign achieved over 1.8 billion impressions, with the Global Chess League trending at #1 on Twitter for five consecutive days.
- High Engagement: The final day alone saw over 1 billion reach and impressions, showing the success of both the website and the social media campaign.
- Seamless Live Updates: The website handled real-time updates effectively, providing users with up-to-the-minute results and information, enhancing the live event experience.
- Consistent Branding: Visual consistency across the website and social media ensured a cohesive brand experience, contributing to the league’s global success.
Collaboration Across Teams: Successful delivery required close collaboration between designers, developers, and the client, ensuring all elements from website design to social media aligned with the event’s dynamic nature.
User-Centered Design: Balancing a visually engaging interface with real-time functionality and performancewas key to delivering an exceptional user experience.
Agility Under Pressure: Working on a live event required flexibility and quick decision-making, especially when supporting the social media team in a time crunch.