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 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:

1. Key global interactions including navigation, search, member portal, CTA buttons, notifications and personalization items.

2. New content modules, components and cards for new content.

3. Visual design enhancements with modern use of typography, color and media.

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.