Problem Statement

United Elite Basketball Club, a youth basketball organization, faced challenges with their previous website, leading to low traffic, poor engagement, and limited conversions. Parents and relatives of young athletes struggled to navigate the site, understand available programs, and enroll their children. To address this, the club aimed to design and develop a new, user-friendly website that caters to the target users, making it easy to find relevant information and confidently take action. The ultimate goal is to drive significant traffic, enhance user engagement, and boost conversion rates.

65% struggled to locate information

• customers couldn't find programs to register for

• difficult to find the information they were looking for

• many customers would reach out via the Contact Us page with questions

Staff
I had conversations with the staff at United Elite Basketball to gain insights into the difficulties they faced with the website. Among those I interviewed, 65% mentioned the challenge of finding a comprehensive list of customers who had signed up.

Customers
Moreover, I reached out to existing customers and gathered their feedback on the challenges they encountered while using the website, how they navigated through those challenges, and their overall experience. This qualitative research provided valuable insights into the specific issues faced by the users.

Self-experience
To gain a deeper understanding, I extensively studied the existing website, carefully examining the forms customers fill out. In order to truly empathize with the users, I even went through the entire registration process, personally experiencing the obstacles they encountered.

Discovery
The main findings from this research highlighted the urgent need for an improved customer list functionality and the importance of providing sufficient information to customers who have signed up. Furthermore, customers expressed frustration with certain aspects of the website, which helped me identify the pain points and areas that required improvement.

By utilizing a combination of interviews, user research, and personal experience, I gained valuable insights into the needs and challenges of the target users. These findings serve as a solid foundation for informing the subsequent design and development phases of the project. This ensures that the new website will address the identified pain points and enhance the overall user experience.

Research and Discovery

User Journey and Task Flows

IUser Journey:

1. Discovering Services: The user lands on the United Elite Basketball Club website's homepage, where they are greeted with a clear navigation menu highlighting different services. They explore the various training programs and rep team opportunities, accessing detailed information and benefits.

2. Selecting Program: After reviewing the available options, the user selects a specific program suitable for their child's age group and skill level. They access a dedicated program page providing comprehensive details about the program structure, schedule, and registration process.

3. Registering for the Program: The user proceeds to the registration page, where they find a streamlined form requesting essential information for their child's enrollment. Clear instructions and visual cues guide them through the registration process, ensuring a smooth and straightforward experience.

4. Completing Payment: Once the registration form is submitted, the user is directed to the payment page. They are presented with multiple secure payment options, including credit card and online payment gateways. The user completes the payment securely and receives a confirmation email.

Task Flow:

1. Finding Customer List: From the admin dashboard, the staff navigates to the "Customer Management" section, where they can access a comprehensive list of signed-up customers. They can easily search, filter, and view customer details, ensuring efficient customer management.

2. Updating Customer Information: Within the customer list, the staff can select a specific customer and access their profile page. They have the ability to update customer information, such as contact details or any other relevant data, ensuring accurate records.

3. Notifying Registered Customers: From the admin dashboard, the staff can send automated notifications or updates to all registered customers, ensuring effective communication and providing necessary information about upcoming events, schedules, or changes.

How I arrived at these flows and their effectiveness in addressing user needs:

The user journey and task flows were developed based on the insights gathered from interviews, research, and empathy exercises. By understanding the challenges faced by both parents and staff, these flows were designed to address their specific needs and pain points.

The user journey ensures a seamless and intuitive experience for parents, allowing them to easily discover services, select a suitable program, and complete the registration process. Clear navigation, comprehensive program information, and streamlined forms simplify the user's decision-making process and reduce friction.

The task flows cater to the needs of the staff by providing a user-friendly interface for efficient customer management. Easy access to a comprehensive customer list, the ability to update customer information, and streamlined communication channels help staff members effectively manage customer records and maintain a seamless relationship with customers.

Overall, these flows were designed to address the specific pain points identified during research, ensuring a user-centric experience for both parents and staff. By streamlining the user's journey and providing efficient task flows, the new website aims to enhance user satisfaction, improve engagement, and simplify administrative processes for the United Elite Basketball Club.

Information Architecture

In the Research and Discovery phase of the UX case study, I employed various methods to gain insights into the target users and their needs. To begin, I interviewed United Elite Basketball staff to understand their challenges with the website. Out of those interviewed, 70% mentioned the difficulty in finding a comprehensive list of signed-up customers, and even those who did sign up faced issues due to insufficient information.

Additionally, I interviewed existing customers to gather their feedback on the website's challenges, how they navigated around them, and their overall experience. This qualitative research provided valuable insights into the pain points faced by the users.

To gain a deeper understanding, I extensively researched the existing website, carefully examining the forms customers fill out. To empathize with the users, I even went through the entire registration flow, experiencing firsthand the hurdles they encountered.

The key findings from the research include the critical need for an improved customer list functionality and the importance of providing sufficient information to signed-up customers. Moreover, customers expressed frustration with certain aspects of the website, which influenced the identification of pain points and areas for improvement.

By utilizing a combination of interviews, user research, and personal experience, I gathered valuable insights into the target users' needs and challenges. These findings serve as a foundation for informing the subsequent design and development phases of the project, ensuring that the new website addresses the identified pain points and enhances the overall user experience.

Wireframes

In the Research and Discovery phase of the UX case study, I employed various methods to gain insights into the target users and their needs. To begin, I interviewed United Elite Basketball staff to understand their challenges with the website. Out of those interviewed, 70% mentioned the difficulty in finding a comprehensive list of signed-up customers, and even those who did sign up faced issues due to insufficient information.

Additionally, I interviewed existing customers to gather their feedback on the website's challenges, how they navigated around them, and their overall experience. This qualitative research provided valuable insights into the pain points faced by the users.

To gain a deeper understanding, I extensively researched the existing website, carefully examining the forms customers fill out. To empathize with the users, I even went through the entire registration flow, experiencing firsthand the hurdles they encountered.

The key findings from the research include the critical need for an improved customer list functionality and the importance of providing sufficient information to signed-up customers. Moreover, customers expressed frustration with certain aspects of the website, which influenced the identification of pain points and areas for improvement.

By utilizing a combination of interviews, user research, and personal experience, I gathered valuable insights into the target users' needs and challenges. These findings serve as a foundation for informing the subsequent design and development phases of the project, ensuring that the new website addresses the identified pain points and enhances the overall user experience.

Visual Designs

In the Research and Discovery phase of the UX case study, I employed various methods to gain insights into the target users and their needs. To begin, I interviewed United Elite Basketball staff to understand their challenges with the website. Out of those interviewed, 70% mentioned the difficulty in finding a comprehensive list of signed-up customers, and even those who did sign up faced issues due to insufficient information.

Additionally, I interviewed existing customers to gather their feedback on the website's challenges, how they navigated around them, and their overall experience. This qualitative research provided valuable insights into the pain points faced by the users.

To gain a deeper understanding, I extensively researched the existing website, carefully examining the forms customers fill out. To empathize with the users, I even went through the entire registration flow, experiencing firsthand the hurdles they encountered.

The key findings from the research include the critical need for an improved customer list functionality and the importance of providing sufficient information to signed-up customers. Moreover, customers expressed frustration with certain aspects of the website, which influenced the identification of pain points and areas for improvement.

By utilizing a combination of interviews, user research, and personal experience, I gathered valuable insights into the target users' needs and challenges. These findings serve as a foundation for informing the subsequent design and development phases of the project, ensuring that the new website addresses the identified pain points and enhances the overall user experience.

Results and Outcomes

In the Research and Discovery phase of the UX case study, I employed various methods to gain insights into the target users and their needs. To begin, I interviewed United Elite Basketball staff to understand their challenges with the website. Out of those interviewed, 70% mentioned the difficulty in finding a comprehensive list of signed-up customers, and even those who did sign up faced issues due to insufficient information.

Additionally, I interviewed existing customers to gather their feedback on the website's challenges, how they navigated around them, and their overall experience. This qualitative research provided valuable insights into the pain points faced by the users.

To gain a deeper understanding, I extensively researched the existing website, carefully examining the forms customers fill out. To empathize with the users, I even went through the entire registration flow, experiencing firsthand the hurdles they encountered.

The key findings from the research include the critical need for an improved customer list functionality and the importance of providing sufficient information to signed-up customers. Moreover, customers expressed frustration with certain aspects of the website, which influenced the identification of pain points and areas for improvement.

By utilizing a combination of interviews, user research, and personal experience, I gathered valuable insights into the target users' needs and challenges. These findings serve as a foundation for informing the subsequent design and development phases of the project, ensuring that the new website addresses the identified pain points and enhances the overall user experience.

Lessons learned

In the Research and Discovery phase of the UX case study, I employed various methods to gain insights into the target users and their needs. To begin, I interviewed United Elite Basketball staff to understand their challenges with the website. Out of those interviewed, 70% mentioned the difficulty in finding a comprehensive list of signed-up customers, and even those who did sign up faced issues due to insufficient information.

Additionally, I interviewed existing customers to gather their feedback on the website's challenges, how they navigated around them, and their overall experience. This qualitative research provided valuable insights into the pain points faced by the users.

To gain a deeper understanding, I extensively researched the existing website, carefully examining the forms customers fill out. To empathize with the users, I even went through the entire registration flow, experiencing firsthand the hurdles they encountered.

The key findings from the research include the critical need for an improved customer list functionality and the importance of providing sufficient information to signed-up customers. Moreover, customers expressed frustration with certain aspects of the website, which influenced the identification of pain points and areas for improvement.

By utilizing a combination of interviews, user research, and personal experience, I gathered valuable insights into the target users' needs and challenges. These findings serve as a foundation for informing the subsequent design and development phases of the project, ensuring that the new website addresses the identified pain points and enhances the overall user experience.