A Rebrand, Web Redesign & Product Redesign

Project Overview

I led the rebranding and redesign of Track.Tennis' brand, product and website, creating a new identity and cohesive brand style guide that modernized its identity. The website was focused on simplified navigation, while the desktop and mobile apps received a unified design system that enhanced user experience.

Roles

Prototyping, User Testing, User Research, UX/UI Design, Branding, Web Design, Logo Design

Timeline

Feb 2021 - Jan 2022 — On and off working for the client on necessary design needs.

Balancing Passion with Objectivity

Working on the Track.Tennis project was a unique opportunity, given my 20 years of experience in the tennis world. However, I faced the challenge of setting aside my personal biases to ensure a user-centered approach. Recognizing the importance of objectivity was crucial, as it allowed me to create designs that truly serves the needs of all users, rather than my own preconceived notions.

The Goal

Track.Tennis wanted a refresher for their brand experience, including their brand identity, websites and their desktop/mobile product. The original design was developer-led, resulting in a fragmented experience. The project aimed to enhance the visual language, streamline navigation, and simplify the experience for users.

Our Northstars for Success

Simplicity

Streamline user experience by ensuring intuitive navigation and clear information, allowing users to focus on their training and analysis.

Consistency

Maintain a unified design language across all platforms to provide a seamless experience for users on both web and mobile.

Innovation

Embrace cutting-edge design and technology to enhance the Track.Tennis platform, positioning it as a leader in sports tech for racket sports.

Insights Into The Brand & Product

The Original Product Lacked User Centricity

Track.Tennis' product and website were created by non-designers, showcasing the lack of empathy for users and created a very fragmented experience.

Incohesive Branding

A unified visual identity across the brand and digital platforms not only strengthens brand recognition but also creates a seamless experience, making it easier for users to navigate and connect with Track.Tennis, which users felt they lacked.

No-Navigation: Outbound Marketing Focus

The company wanted the website to serve as a tool for their outbound marketing schemes, with a one-pager where potential client partners would land and could scan easily without having to navigate to other pages.

Rebrand, To Web Redesign To Product Redesign

I began with rebranding Track.Tennis and transferring those insights to the website for Track.Tennis, establishing a fresh visual identity. This foundation led to the redesign of their desktop and mobile apps, where I developed a cohesive atomic design system and restructured their apps, ensuring a seamless user experience across all platforms.

Brand Style Guide

I created the brand style guide to ensure visual consistency with typography, colors, logo usage, and spacing. Researching the rise of pickleball, I incorporated it into the brand to attract a larger user base.

An Outbound Marketing Website

Understanding how clients would engage with the website was key, as I’d never designed a single-purpose site before. This focus on validation and conversions helped tell the story clearly and effectively.

Reframing the Product

I used low-fi wireframes to quickly refine layouts and get early feedback. Convincing leadership took time, but the results won them over.

Outdated Identity and User Experience

The original Track.Tennis brand and website lacked a cohesive identity and user-friendly design, leaving users frustrated. The outdated aesthetics and complex navigation made it difficult for coaches and players to engage effectively with the platform, hindering overall user satisfaction. Through many meetings, the website was decided to be an end destination for outbound marketing to primarily validate the company and increase conversions.

Delivering a New Track.Tennis

3x

increase in partnerships 4 months following design changes

66%

boost in customer satisfaction from partner locations

The solution involved a complete rebranding of Track.Tennis, featuring a modern logo, a refreshed color palette, and an intuitive website redesign. Additionally, the design of the desktop and mobile apps were integrated into this transformation, resulting in a cohesive ecosystem that enhances user experience across the platforms.

My Biggest Learning

This project taught me the value of working closely with developers and stakeholders. It was my first experience balancing technical constraints and stakeholder opinions with user needs. Navigating through this allowed for the improved the user experience across the brand, website, and app designs.

Some questions, some answers

Was this a client project or a student project? And is it live?

This was a client project for Track.Tennis, and I’m proud to say that the redesigned brand identity, website and desktop/mobile apps are live. Users are actively engaging with the new features and design, bringing fresh energy to the community.

What was your role through each process of this project?

I served as the founding designer, conducting user research, synthesizing insights, developing the new brand identity, and overseeing the web and app design processes to ensure the vision was fully realized.

What was the biggest challenge you faced through this project?

Balancing a modern look with the brand’s core identity was challenging because I needed prove the importance and ROI of the pitched work. Striking this balance required ongoing discussions with the team to align our goals while creating an engaging design that felt authentic.

NEXT PROJECT

/GWAC