Down Town Sports Club
Client
My Role
UX Designer/Developer
Duration
4 Months
Tools
Axure RP, Wordpress, Adobe
Project Overview
Down Town Sports Club is a premier destination for fitness and sports enthusiasts of all ages. The club offers state-of-the-art facilities, a variety of sports activities, personalized fitness programs, and is the headquarters for the #1 girls basketball AAU program in the state. However, the existing website lacked a cohesive user experience, making it challenging for potential members to find relevant information and engage with the club effectively. I took on the solo challenge of redesigning the website to elevate the overall user experience, promote new and existing programs, and drive membership conversion rates.
Problem Statement
How might we redesign a website for Down Town Sports Club that entices new customers, enhances customer satisfaction, and increases online conversions?
Research & Discovery
To gain a deep understanding of the user's needs and pain points, I conducted comprehensive research. This included user interviews, surveys, competitor analysis, and an in-depth examination of the existing website. My findings revealed several key issues:
- Information Overload: The current website overwhelmed users with excessive information and a cluttered interface.
- Inconsistent Navigation: Navigating through the website was confusing, with inconsistent menu structures and hidden links.
- Lack of Clear Call-to-Actions: Users struggled to find clear paths to membership sign-ups or program registrations.
- Unresponsive Design: The existing website lacked responsiveness, leading to a poor experience on various devices.
Design Process:
Based on these research insights and the themes that emerged, I priortitized the following design goals:
- Information Architecture: I started by restructuring the information architecture to categorize content logically.
- Wireframing & Prototypes: Wireframing and prototyping allowed me to test user flows and identify potential usability issues.
- Visual Design: The visual design phase aimed to create a modern, energetic, and sports-centric look. Bold colors, high-quality imagery, and intuitive icons were incorporated to evoke a sense of excitement and activity.
- Responsive Implementation: Our team ensured that the final design was fully responsive, adapting seamlessly to different screen sizes and resolutions.
Final Outcome
1. Clear and Concise Information
The redesigned website presents information in a concise manner, making it easier for users to digest.
2. Intuitive Navigation
A user-friendly menu and prominent calls-to-action guide users effortlessly through the website.
3. Interactive Elements
Engaging elements, such as class schedules, event calendars, video highlights and streaming features, new deals, discounts, and early-bird specials, encourage user interaction and participation.
4. Responsive and Accessible
The website is fully responsive, ensuring an optimal experience for users on desktops, tablets, and smartphones.
Results
The following section highlights the impactful outcomes achieved through UX-driven initiatives and strategic marketing efforts. From website redesign and SEO optimization to research-driven program development, the redesign yielded impressive results that significantly boosted web traffic, expanded campaign reach, and identified lucrative opportunities for various programs.
- Redesigned website and SEO optimization increased web traffic by 20%
- Mailchimp marketing campaign reach increased by 1000% (500 contacts to 5000+)
- Research led to development of highly profitable pickleball program
- Digital marketing campaign led to two summers of sold out camps for youth basketball
- Research identified opportunities for programs operating during off-peak hours
Want to work with me?
Feel free to contact me!
