Assemble Sports develops a number of frictionless products that help keep organisations, their fans and their players connect and engage; they target elite level sports to grassroots competitions. They identified that there was a need for an application that provided an holistic means for sports teams, members and fans to connect and share information and view statistics. Currently, a number of different applications were being used to communicate and share information.

I was hired to identify the core users / personas, map out the user flows and user journeys of each, and design high-fidelity interactive prototypes that would be used by engineers to develop the application and to be pitched to sporting clubs.

Discovery

I began with a Discovery workshop where I looked to understand the key requirements that satisfied business and user goals, the competitor landscape, personas, and current business challenges and pain points. Key stakeholders attended and a number of card sorting exercises were engaged using Mural – a virtual application to capture workshop data.

The application needed to be designed to be handed off directly to developers to interpret and code based solely on the designs. The designs needed to be low-level enough so that there was no room for interpretation or guess-work. Empty-states, confirmation modals, error-states were all needed to be considered in the design.

The login and registration screens had to identify which user group or persona a user belonged to because the interface and permissions would be change based on what group they belonged to. For example, if the user was a fan, they would not have access to team chat rooms or details on practice routines and locales.

Persona Design

Two primary and two secondary personas were identified. The characteristics of the personas were detailed and these personas were used to create specific user journeys within the application. The application is geared toward general users, but the application interface and functionality needs to change slightly if it is a corporate client or ID user that has logged in.

Competitor Analysis

A brief look at the strengths and weaknesses of competitors in the industry were discussed in order to understand how the application both is differentiated from the others, but also what features overlap.
The potential threats of these competitors was discussed which was vital to understand how best to scale and pivot the application if required in the future.
A full analysis was not possible due to both client time and budget constraints; however, the major players were identified and provided a strong understanding of the competition landscape.

High-Fidelity Prototypes

Over 50+ Interactive Designs

Designs were done in Figma and converted to interactive prototypes.  Over 50+ screens were designed in high-fidelity that satisfied business and user requirements.

UI Kit

The branding and styles were designed from scratch. A dark skin for the application was designed in order for the templates to be better showcased against a dark background. The font chosen was rounded to match the logo style. Iconogrpahy and application components complemented the theme for a professional aesthetic.