challenge
The digital experience was fragmented leaving new and returning audiences without clear ways to understand the brand or meaningfully engage
outcome
Created a single, coherent destination that brings clarity, immediacy, and participation to the U.S. Polo Assn. experience
IMPACT
50%
increase in first-time engagement40%
increase in returning visitors1.4%
decrease in bounce rateHow does one of the oldest sports governing bodies stay relevant today?
What We Needed to Solve
Content architecture lacked hierarchy and clarity
Live matches and streams were difficult to find
Promotional content diluted relevance
Imagery and design felt dated
Designing for What’s Live
Modular system for real-time content
Motion patterns adaptable across live content
Editorial and utility working in concert
Making the Sport Accessible
Modernized the experience preserving credibility
Positioned USPA as both sport and culture
Unified content and commerce
What This Required
Prioritized exploration to build confidence
Systems scale when brand and product align
Reducing noise simplified decisions
Let’s build what’s next — together
Client — U.S. Polo Association
Role — Product Design Lead
Services — UX Strategy · Design Systems · Interaction Design · Storytelling