challenge
The digital experience was fragmented and difficult to navigate
outcome
Created a single destination for the sport
IMPACT
50%
increase in first-time engagement40%
increase in returning visitors1.4%
decrease in bounce rateUNDERSTANDING THE WHY
How does one of the oldest sports governing bodies stay relevant for a modern audience?
RESTRUCTURING THE EXPERIENCE
The existing homepage lacked hierarchy and clarity
Live matches and streams were difficult to find
Promotional content diluted the core experience
A new structure prioritized live play, tournaments, and news
Designing for What’s Live
Modular components support real-time match updates
Interaction patterns adapt to live match moments
Editorial storytelling and utility work in concert
Making the Sport Accessible
Modernized the digital experience while respecting the sport’s heritage
Positioned polo as both sport and lifestyle
Storytelling unified content, events, and commerce
WHY IT MATTERED
Brand and product alignment create a scalable system
Clear hierarchy makes matches, news, and tournaments easier to find
The platform positions USPA as a destination for the sport
Let’s build what’s next — together
Client — U.S. Polo Association
Role — Product Design Lead
Services — Product Design · Design Systems · Systems Thinking · E-commerce