Storm Club Lacrosse
As brand manager for Storm Club Lacrosse (SCL), a girl’s lacrosse program in Massachusetts, I was responsible for the redesign of the logo, website, and apparel. As a result, the club saw increased digital registration and engagement. Storm Club Lacrosse was recently purchased by a much 3Step Sports, the largest youth sports event and club operator in the nation.
Project overview:
SCL approached me about a complete overhaul of their brand, focusing first on the website.
ProblemS:
SCL had seen a decrease in online registration due to their checkout process being, in their user’s words, “an endless maze” and “makes me question how much my daughter likes lacrosse.”
Goals:
Provide a seamless registration process for parents and players
Create a site that can be easily updated and managed by SCL staff
Integrate with scheduling and recruiting APIs
Provide on SCL’s three core programs
Update brand guidelines to include digital-specific items
PRocess:
Evaluate current flow with customer journey mapping and data insights
Set up interviews and focus groups with parents
Update and document key user flows
Create visual design assets and styles
Integrate APIs (MindBody and SportsEngine)
Evaluate pain points
Interate
Collaborators:
Program director
Program founder
Parents, players, and coaches
Outcomes:
A multiyear relationship involving a rebrand and social campaign and uniform designs
Net positive parent sentiment - 90% drop in complaint (emails and phone calls)
Sold to larger program
