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Live site: Track.tennis
The Problem
Track.Tennis struggled with a fragmented, developer-led experience that led to high drop-off rates, low adoption, and limited market reach.
In a world that is rapidly evolving with technology, the tennis industry remained behind with companies emerging to claim the top spot in video analysis for consumer markets.
the opportunity?
To shift from a broad consumer focus to a more targeted approach, catering to competitive athletes and capitalizing on the growing popularity of racket sports like pickleball to catch different markets.
Role
Research, Branding, UX/UI, Product Design, Product Strategy
Timeline
Feb 2021 - Jan 2022
Tools used
Figma, Figjam, Adobe Illustrator, Adobe Photoshop
Snippets of the process
If you want to learn more about the project, feel free to reach out to me to share more!
Mapping User Stories
Before jumping into wireframing, I mapped out how different users expected to navigate the app by tying their workflows to user stories. Research helped me pinpoint the key tasks and flows that mattered most, making sure the design focused on what users actually needed.
The Information Structures
After diving into key user stories, I mapped out the initial architecture for the mobile app's information systems in the M.V.P. It definitely evolved through testing and tweaks, but it gave me a solid base to kick off wireframing.
Wireframing & Testing
A crucial finding during wireframe testingthat was implemented in the product was that the mobile app's core needed to be catered to players and the desktop for coaches, as coaches preferred to be in their office on a computer and players were younger and preferred to be on their phone.
Key Findings/Moments that impacted the project
Deliverable: the brand
The original branding was outdated and too tennis-focused. With the shift from B2C to B2B and a focus on facilities, I presented research on the rise of Pickleball, highlighting a new opportunity. The brand refresh introduced a more versatile system to support racket sports, featuring a new logo, updated typography, and a color palette
Deliverable: the ios app
The mobile app felt clunky and lacked a player-first approach. Players struggled to navigate it, share their sessions and to use it to the extent they wanted. It was redesigned with user input to simplify navigation and improve video analysis functionality, making it easier to review footage, track performance and share sessions.
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Deliverable: the web app
The desktop app was frustrating for coaches as it initially felt complex, so the navigation was simplified, tournament hosting features were added since the focus shifted to facilities, and video analysis tools were refined to create a more efficient coaching experience.
Deliverable: the Website
The client wanted a one-page website to complement their outbound marketing strategies. It had one goal: conversion-focus for facilities. The initial cluttered website was streamlined into a clear, conversion-focused landing page with a mobile-friendly layout and targeted messaging, improving engagement with potential partners.
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outcomes
The design-driven strategy resulted in many achieved business goals for the company. Partnerships with facilities increased 3x, including an official partnership with the ITA (Inter-Collegiate Tennis Association).
Thanks for reading!
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