Big b2b
Restructuring the "Coach and Organize" section of USTA.com.
First things first
Purpose- Community Tennis is a large part of the USTA's mission to grow the game of tennis in the United States. We support the grassroots efforts of tennis facilities, coaches and other providers with many resources and trainings. This project was set forth in order to take a fresh look at the content that was being served to this segment of our audience.
Audience- The Association’s membership and potential members on the b2b side which includes coaches, clubs, schools, parks and more. Stakeholders included Project Managers, Sectional representatives, Marketing and C-Level approval.
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My Role
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Analyzing the data from user testing and content audits
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Translating business requirements into wireframes
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Create reusable UI components and interactions
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Design all the screens needed to build a comprehensive site section
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Refinement of the new UI components
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Design hi-def specs for production
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Facilitate hand-off to dev
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Approach
As a part of our Local First initiative, we took a deep dive into the content that lived under the Coach and Organize menu items.
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After card sorting and tree testing by people that actively work in the tennis industry, we concluded that these two separate sections could be combined into one.
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After weeks of compiling test findings and content auditing I was able to sketch low fidelity wires for the product team to review.
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The marketing dept. had a key role in providing copy for me and some direction around branding.
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I then proceeded to design higher fidelity mock-ups of the entire section using my knowledge of UX/UI best practices and heuristics. These were brought into usability testing and ultimately into authoring and production.
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BEFORE
AFTER
3 rounds of user testing improved the findability of content within the new IA.
Constraints
One of the factors that posed a challenge for me during this work was the sheer size of it.
There was a Large amount of content that had to be sorted and then redesigned.
In the end I ended up delivering 30+ screens that made up the new Coach & Organize section.
Solutions & Results
The new design of the Coach & Organize section had delighted our members and Section representatives alike.
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Content authors were trained on the new layouts and components and couldn't wait to publish content.
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New features like a webinars & training page and resource library have had a positive impact on the organizations b2b relationships.
I designed a page we now call our "Index page" that serves as a landing page of sorts to help guide users in the right direction.
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I am most proud of my idea of laying out the page in a way, using a tall image, that entices users to scroll down past the fold.
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See it for yourself...