A new digital experience for one of the oldest sport governing bodies in the U.S.
Overview
I partnered with SunnyByte, a tech agency, to lead UX and design for the project. Through stakeholder interviews, we identified key friction points and aligned on the most impactful improvements. The project involved designing and building a new homepage framework.
The Audience
Targeted towards polo enthusiasts, equestrian fans, luxury lifestyle consumers, and general sports fans.
The Problem
The site had poor user engagement, a high bounce rate, and lacked relevant content for its diverse audience.
The Solution
We developed a flexible framework with key global interactions like improved navigation, search, member portal access, and personalized notifications. The design included new content modules, components, and cards, along with modern typography, color, and media enhancements.
The Impact
The redesign increased new visitors by over 50% and returning visitors by 40%, creating a more engaging and accessible user experience.
quick view: key mobile interactions
Seamless Mobile Experience
Focused Content
Intentional design removes unnecessary elements, guiding users smoothly from start to finish.
Accessible For All
High contrast and readable fonts make the product accessible to a diverse audience.
Clear Navigation
Simple, intuitive navigation helps users easily achieve their goals.
Future-Ready
The adaptable design framework allows for seamless updates as new content needs emerge.
the results
Increased Engagement, Reduced Bounce Rate, and a Smoother Experience
Systems Thinking
It’s rewarding to see results like these. Earning their trust made all the difference, and we’re proud of what we achieved together.
Brand and interface working in concert
Fan-Centric Design Excellence
Every design decision balances immediate usability with long-term engagement, creating a holistic experience that welcomes new fans while serving dedicated enthusiasts.
ux pov
Prioritized the Enhancements into Four Pillars
1. Purposeful Design
Streamlined global elements with header, footer, and mobile menu for a focused, intuitive user journey.
2. Accessible for All
Incorporating inclusive design with high-contrast and readable elements.
3. Simplified User Flow
Developed a cohesive storytelling framework that connects diverse audiences, driving engagement with scores, tournaments, a reimagined Learn to Play experience, and featuring the new property at Wellington.
4. Scalable System
Building an adaptable framework that supports future content.
accessible
Strengthening Stakeholder Alignment with Workshops and Prototypes
Clear Vision
Workshops used wireframes and prototypes to give stakeholders a solid understanding of user needs and design goals.
Streamlined Decision-Making
Early buy-in from collaborative sessions reduced scope creep, delays, and budget risks.
Accessible Communication
Visual prototypes simplified complex ideas, improving understanding and fostering informed decisions.
Scalable Design
The adaptable framework supports consistent experiences across platforms, ready for future enhancements.
purposeful
Navigation & Information Architecture
Easier To Read
Word superiority effect suggests that using lower case letters in user interfaces can be more welcoming, improve readability and comprehension.
Color Contrast
Made the color darker, easier for the eyes to pick up.
Findable
Ensure the audience can quickly find the content they are looking for.
Contextual
Added helper icons for utility interactions search, shop apparel and member portal.
scalable
Enhancing Match Engagement with Real-Time Precision
Streamlined Design
Live stream a match, see team lineups, player handicaps, scores, and newsfeed.
Easier To Read
Clear typography and high contrast make updates easy to read on any screen.
Findable
Essential details like team names, scores, and game status are prominent, minimizing distractions.
Contextual and Relevant
Elements are designed to keep fans connected to the match.
Seamlessly Adaptable
Adapts seamlessly across platforms, maintaining a consistent experience.
simple
Showcasing The New Property at Wellington
Embrace Storytelling
The silhouettes and vibrant contrasts not only highlight the natural beauty of the venue but also immerse viewers in the sophisticated world of the sport, creating a connection that appeals to both seasoned enthusiasts and new admirers alike.
MVP Launch
Seamless Experience Across Devices
Made It a Destination
With clear, easy-to-navigate interfaces across mobile and desktop, the design creates an inclusive experience accessible to a wider audience. By focusing on clarity and accessibility, we established the site as the go-to destination for engaging with polo content.
US Polo Association
CREDITS
Client: US Polo Association
Agency: Sunnybyte
My Role: Creative, UX