My Role
Research & Design
Client
TeamSportz
Industry
Duration
Sports Tech, AI
July - December 2024
TeamSportz
London Sport Award Nominee TeamSportz Simplifies Webapp Navigation for Coaches Managing Team Accounts.
Problem
Coaches reported challenges with admin functions and managing multiple account preferences, often expressing confusion about how settings applied in different contexts.
Solution
A streamlined journey with improved information architecture, clarified settings, and optimised account management, reducing confusion and decreasing time on tasks.
TeamSportz is a multi-sport AI platform that provides accessible sports performance data to thousands of youth athletes and streamlines the coaching experience. In 2024, TeamSportz was proudly shortlisted for the London Sport Award.
Official partners include: London Youth Games, Basketball England, Nottingham Trent University Basketball, and more.
Client:
Impact:
I worked with:
Design Process:
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I collaborated with stakeholders to understand user pain-points, business goals and project requirements, while working within a tight deadline.
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We critiqued existing flows based on feedback and conducted quick and informal usability tests to identify immediate usability issues and confusion points.
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I explored various concepts, sketched new ideas and potential solutions to brainstorm with the team for further refinement.
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Aligned on potential solutions with the team, to create low-fidelity prototypes and conduct further testing with users.
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Implemented a feedback loop with stakeholders to drive continuous improvement and ensure clear documentation and requirements were provided to engineers.
Now, The Busy Sports Coach…
Balancing multiple sports clubs, leagues, and daily responsibilities can be overwhelming, with the added complexity of unstructured account management.
We regularly received direct feedback from users via messaging channels (e.g., emails or messenger apps), offering valuable insights into the challenges they faced while navigating the platform.
A design audit was conducted on the profile, menu and settings screens to identify and address usability, efficiency, and performance issues impacting:
Task completion rates
Time on tasks
And user satisfaction
Key problems with information architecture (IA) and user journeys were causing frustration and negatively impacting KPIs.
My Approach
Usability Test 1…
I pre-screened and conducted remote closed card sorting with 5 participants to validate the platform's predefined navigation structure, grouping their frequent choices into final categories.
…the card sorting results informed my creation of a more intuitive, updated sitemap.
Due to time constraints, this approach, unlike formal methods (such as interviews or surveys), allowed us to:
Capture real-time, candid user experiences without the bias of structured questions
Identify recurring pain points and new insights organically, encouraging users to 'think out loud'
Engage directly with highly motivated users eager to share their concerns
Actionable Improvements included:
Streamlining flows with detailed levels and customisation.
The Obstacles
I had to consider:
Billing: Presenting payment details in an intuitive way that also encourages users to upgrade their membership
Policies: Offering dedicated sections for uploading and storing various club policies, which are essential for sports referees and officials
Websites: Enabling clubs to customise their websites through the platform, enhancing personalisation and ease of management
Usability Test 2…
I sketched wire-flows for team review and, due to time constraints, conducted a banana test to validate how users naturally interacted with the proposed new flows, ensuring the design aligned with their expectations before hi-fi mockups.
This informed the updated menu navigation, which originally included options that led to redundancy and user confusion.
We concluded that the purpose of this menu is to allow users to access administrative functions, and switch between accounts only.
To create a more intuitive structure, 'Settings' was renamed and moved to the sidebar menu specific to the user's selected account.
A/B Tests & Final Designs…
The changes resulted in a significant improvement in time on task, user satisfaction, and accessibility, demonstrating the effectiveness of the updated IA, labelling, and content design.
LEVEL 1 - My Account + Club Settings toggle
1. Consolidated personal details and push notifications onto a single screen to reduce confusion, enhanced breadcrumbs for better accessibility, and added a 'Manage Account' option, which was previously unavailable.
2. Added a membership overview screen to provide users with quick visibility before delving deeper into the management of an individual club, if desired. This increased intuitiveness and reduced time on task, improving user satisfaction by over 50%.
LEVEL 2 - Manage membership - Billing + Policies + Website
3. Improved IA, copy, and CTAs, ensuring they are clear and prominently placed at the top to encourage higher conversion rates, better distinction, and a stronger hierarchy of important information.
4. Seamlessly implemented the policies screen into the user flow, where it was previously harder to find, and positioned it second in order of toggle importance, with an improved UI.
BEFORE
5. Updated the copy to 'Preview Club Website' and moved it to a CTA button, replacing the toggle that users could accidentally use to publish the site without previewing. Additionally, I improved the microcopy and all UI elements.
Limitations, Learnings & Beyond
Due to time constraints and budget, I conducted a quick, informal banana test to gauge the usability of the wire-flows. Ideally, I would have opted for a longitudinal usability test over an extended period, given the complexity of the product and its native app counterpart.
In-person workshops may have yielded deeper insights, as they enable direct interaction with coaches, allowing for immediate clarification of questions and a more thorough understanding of user behavior through real-time feedback and discussions.
Brainstorming sessions with HOP, the CEO, and engineers fostered new ideas that led to innovative solutions and strengthened the design process, particularly in areas of uncertainty.
As the sole product designer, I wasn't able to observe the implementation or performance results of the new design over an extended period. This limitation could impact the platform, as it needs to be regularly monitored and iterated on for optimal performance.