USTA—Coaching Platform
USTA Coaching is a national digital platform that empowers coaches with tools, resources, and community to help grow tennis toward 35 million players by 2035.
“The USTA’s boldest investment yet in the people who shape the future of the sport—a hub for recognition, resources, and connection.”
— USTA Director, Digital Products
“The USTA’s boldest investment yet in the people who shape the future of the sport—a hub for recognition, resources, and connection.”
— USTA Director, Digital Products
“The USTA’s boldest investment yet in the people who shape the future of the sport—a hub for recognition, resources, and connection.”
— USTA Director, Digital Products
5M Press reach at launch
35M Player growth goal
First-of-its-kind platform
5M Press reach at launch
35M Player growth goal
First-of-its-kind platform
5M Press reach at launch
35M Player growth goal
First-of-its-kind platform
My Role
As Design Director, I led the 3-month design of USTA’s coaching platform, partnering with internal teams and client stakeholders (12+) to unify the marketing site and coaching dashboard. I set the design direction, guided look-and-feel workshops to align stakeholders on a bold, unified vision, and worked closely with strategy, product, and technology leads to carry that vision through from concept to launch.
My Role
As Design Director, I led the 3-month design of USTA’s coaching platform, partnering with internal teams and client stakeholders (12+) to unify the marketing site and coaching dashboard. I set the design direction, guided look-and-feel workshops to align stakeholders on a bold, unified vision, and worked closely with strategy, product, and technology leads to carry that vision through from concept to launch.
My Role
As Design Director, I led the 3-month design of USTA’s coaching platform, partnering with internal teams and client stakeholders (12+) to unify the marketing site and coaching dashboard. I set the design direction, guided look-and-feel workshops to align stakeholders on a bold, unified vision, and worked closely with strategy, product, and technology leads to carry that vision through from concept to launch.
Challenge
Only 20% of U.S. players currently receive formal coaching, creating a barrier to growth and retention. With coaches ranging from certified professionals to volunteers and parents, the platform had to be inclusive and easy to use. At the same time, complex business requirements and multiple stakeholders demanded structure, alignment, and clarity from the outset.
Challenge
Only 20% of U.S. players currently receive formal coaching, creating a barrier to growth and retention. With coaches ranging from certified professionals to volunteers and parents, the platform had to be inclusive and easy to use. At the same time, complex business requirements and multiple stakeholders demanded structure, alignment, and clarity from the outset.
Challenge
Only 20% of U.S. players currently receive formal coaching, creating a barrier to growth and retention. With coaches ranging from certified professionals to volunteers and parents, the platform had to be inclusive and easy to use. At the same time, complex business requirements and multiple stakeholders demanded structure, alignment, and clarity from the outset.
Solution
Working closely with USTA leadership, we shaped the vision, aligned on requirements, and prototyped early solutions. We designed a dual system: a bold marketing site to attract coaches and a streamlined dashboard to manage membership and track progress. The dashboard integrates with external LMS platforms, masking backend complexity to deliver a seamless, coach-first experience.
Solution
Working closely with USTA leadership, we shaped the vision, aligned on requirements, and prototyped early solutions. We designed a dual system: a bold marketing site to attract coaches and a streamlined dashboard to manage membership and track progress. The dashboard integrates with external LMS platforms, masking backend complexity to deliver a seamless, coach-first experience.
Solution
Working closely with USTA leadership, we shaped the vision, aligned on requirements, and prototyped early solutions. We designed a dual system: a bold marketing site to attract coaches and a streamlined dashboard to manage membership and track progress. The dashboard integrates with external LMS platforms, masking backend complexity to deliver a seamless, coach-first experience.
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YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.
Sport Beach—Cannes Activation
An AI-powered platform connecting athletes, brands, and fans in real time at Cannes
YETI—E-commerce Redesign
YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.
Sport Beach—Cannes Activation
An AI-powered platform connecting athletes, brands, and fans in real time at Cannes