The WTA paves the way for Women in professional sports, but its dated website struggled to represent this in the digital world. Pulselive was engaged to create the new website for the Women’s Tennis Association (WTA). I was the product design lead on the project - leading art direction, UX and UI from initial concepts to the launch.
Client
Women's Tennis Association (@Pulselive)
Role
Product Design Lead
Platforms
Web
Year
2021
1. Project Goals
My goal was to completely overhaul the WTA’s digital presence and to bring its website up to modern web standards. This included a comprehensive visual refresh, and an update to the user experience and information architecture.
1. Design Process
Translated WTA’s requirements into designs through a series of ideation sessions and consultation with external and internal members of the project to inform feature requirements.
Created wireframes, user flows and a redesigned IA to simplify and streamline user journeys throughout the website.
Created a scalable design system and language to assist future features and design handoff.
Created final visual designs to bring the website in line with accessibility standards and to incorporate the WTA’s new branding.
Presented visuals and UX processes to internal and external stakeholders to walk them through design thinking, approach and benefits to them and their users.
Collaborated with engineers, handing over design specs with requirements, style guides, and UI kits, as well as being on hand for advice, design reviews, and design sign off.
3. Results
The website was launched on time with an exciting new visual approach, simplified information architecture, and an overall improved user experience. The new website received great feedback from the client and positive reviews from users across social media and user surveys.
Improved overall accessibility and usability.
Healthy and steady traffic growth since launch.
Low overall bounce rate & healthy average time on site, indicating good visitor retention.
Positive user feedback from online forms, indicating a better user experience with a successful navigation of the new website.
