Working as a Senior Product Designer at International Tennis Federation
Designing for the worlds governing body of tennis across all levels and formats of tennis. From the grassroots of the game to the Davis and Fed Cup podium.
What I did:
As the sole design consultant on an Agile team focused on user-centric design, I led the delivery of a strategic, outcome-driven design. Overseeing the Entire Process from Research to Design. Throughout the project, I utilised a double diamond and design sprint approach to guide the design process.
This included developing UI designs and prototypes, creating interaction designs, and conducting qualitative and quantitative research to inform the design decisions. To execute the design, I l used a range of design tools, including Figma to deliver a high-quality design that exceeded expectations and met the needs of the end-users.
Before
Design challenge
Users cannot access the content that is most important to them. They want to see the tournament calendar with filters, player rankings, news, and media, and understand what ITF tennis is about right from the landing page.
Currently, tennis matches are shown in a table format. How can we present this information in a more engaging and fluid manner?
Lack of Data-Driven Design: The design decisions were not based on user behaviour analytics or data insights. This led to a generic layout that failed to prioritise essential content based on user preferences and actions.
High Drop-Off Rate: The landing page had a significant drop-off rate, suggesting that users were leaving the site without engaging further or converting.
After
Tournament calendar across all circuits, Head to Head, player rankings
ITF tours, draws & results
Qualitative and quantitative research - Conducting usability testing and gathering data insights using adobe analytics. Users want to access the world tennis tour calendars, player head to head, player rankings.
Ideation and Collaboration: Creating wireframes and using digital whiteboards to facilitate ideation when working with distributed teams.
Outcome
Increase in Page Views:
Before Redesign: The ITF website averaged around 1.5 million page views per month.
After Redesign: Post-launch, the site saw an increase to 2.3 million page views per month, a 53% increase.
This suggests that users are exploring more content and finding it easier to navigate the site.
Reduction in Bounce Rate:
Before Redesign: The bounce rate was approximately 62%.
After Redesign: It dropped to 47%, reflecting a 24% improvement.
Mobile Traffic Increase:
Before Redesign: Mobile devices accounted for 55% of total traffic.
After Redesign: This figure rose to 68%, indicating a 24% increase in mobile user engagement.