My Role

I led the creative direction across the marketing site and coaching dashboard, partnering closely with our Director of Experience to translate complex requirements into simple, intuitive UX flows. I guided multiple look & feel workshops to align on a single bold direction and collaborated with strategy, design, and technology leads to bring stakeholders together around a cohesive vision from concept to launch.

Challenge

Only 20% of U.S. players currently receive formal coaching, creating a barrier to growth and retention. Coaches span from certified professionals to volunteers and parents, so the experience had to be inclusive and easy to use. At the same time, business requirements were highly complex and multi-stakeholder, demanding structure, alignment, and clarity from the outset.

Approach

From the start we partnered with USTA leadership to shape the vision, align on requirements, and test early prototypes. The final product delivered two complementary experiences: a bold, court-inspired marketing site to attract coaches and a simplified dashboard to make resources and certification accessible.

We built a flexible design system, refined multiple look & feel directions into one bold expression, and worked in sprints with strategy, design, and technology leads to keep execution aligned with the vision.