A new digital experience for one of the oldest sport governing bodies in the U.S.
the situation
I partnered with SunnyByte, a development & tech agency, to lead UX and design on the project. We learned of several friction points during stakeholder interviews. During discovery we would align and prioritize what would be most impactful and valuable for our time together. The project scope included design and build of a new home page framework.
the audience
The target audience includes polo enthusiasts, equestrian fans, luxury lifestyle consumers, and general sports fans.
the problem
USPolo.org is experiencing poor user engagement, high bounce rate and lack of relevant content.
the SOLUTION
A new framework and interface flexible enough for multiple audiences consists of:
Key global interactions including navigation, search, member portal, CTA buttons, notifications and personalization items.
New content modules, components and cards for new content.
Visual design enhancements with modern use of typography, color and media.
The results
Increase in New Visitors: New visitors increased by 50.64%, from 180,227 to 271,553.
Increase in Returning Visitors: Returning visitors increased by 40.41%, from 28,888 to 40,561.
Audience is Less Confused: Pages per session have decreased by 9.77%, from 2.66 to 2.40, indicating a reduction in cognitive load.
Decrease in Bounce Rate: The bounce rate reduced by 1.40%, from 64.78% to 63.87%.
the results
ux pov
purposeful - key Mobile interactions
Simplicity Is Not So Easily Achieved
It may seem easy to achieve at first glance but often requires a great deal of thought, planning and effort. This involves the underlying technology and infrastructure that supports the design.
Purposeful
Remove any unnecessary elements. Holistic approach from end to end.
Accessible
Ensure a wider audience can access and use the product. Factors include color contrast and font size.
Simple
Establishing a clear navigation helps minimize confusion. Sequence content to help the audience accomplish their goals.
Scalable
Information can be adapted and scaled to accommodate evolving needs and future content. Components may replace other elements throughout the website.
For MVP Launch
We prioritized these elements within the homepage framework
Refined global navigation & footer
Mobile menu system
Live stream a match
New interface card for scores
Boxscore with lineup & handicap
Evergreen sizzle reel
New UI card design for featured and upcoming tournaments
Embrace storytelling for “Learn to play”
New UI card design for newsfeed
New content area for the new property at Wellington
informed design w/ client workshops, Wireframes and prototyping
Better communication with stakeholders
Identifying key content areas that align with audience demand and client goals was crucial. A client workshop was held to review each section using wireframes and prototypes, testing ideas and understanding user needs.
The workshop results fostered collaboration and secured stakeholder buy-in, establishing a solid foundation to minimize scope creep, prevent delays, and control costs.
purposeful navigation, information architecture
Navigation & Information Architecture
Made it easy 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 Scoreboard designations
Live Match
The light blue outline signals live match action, offering real-time updates in a clear, non-intrusive way. It ensures viewers can quickly spot ongoing games while maintaining a clean, accessible design across all platforms.
Elevating the Game with Real-Time Clarity
Every element is designed with a clear intent—whether displaying live match updates, overtime alerts, or final scores—ensuring fans stay informed and connected to the action, no matter where they are.
Purposeful
In design, the layout provides immediate clarity with bold team names, scores, and game statuses.
Accessibility
Is central, with clean typography and contrasting colors that ensure readability across devices and viewing conditions.
Simplicity
Is key; we’ve stripped away the noise to deliver only what’s necessary—no distractions, just the heart of the match.
Scalability
Ensures this system adapts seamlessly across various platforms, from mobile screens to live event broadcasts, keeping the polo experience consistent and immersive at every level.
Our scoreboard shares the same functional ethos as leading sports platforms like ESPN and the Premier League, yet it’s uniquely designed to reflect the elegance and tradition of polo.
storytelling for the new property
Capturing the Elegance
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.
better accessibility
Seamless Experience no matter the device
Providing clear and easy-to-understand interfaces is more inclusive and accessible to a wider audience. We made it a destination giving the audience the ability to stream polo matches.
A New Digital Experience for USPolo.org
CREDITS
Client: US Polo Association
Agency: Sunnybyte
My Role: Creative, UX