Storm Club Lacrosse
A complete overhaul of their brand, focusing first on the website.
SCL approached me about overhauling their brand, focusing first on the website. Our goals were to provide a seamless registration process for parents and players, create a site easily updated and managed by SCL staff, integrate with scheduling and recruiting APIs, provide information on SCL’s three core programs, and update brand guidelines to include digital-specific items.
- Program director
- Program founder
- Parents, players, and coaches
SCL approached me about overhauling their brand, focusing first on the website. Our goals were to provide a seamless registration process for parents and players, create a site easily updated and managed by SCL staff, integrate with scheduling and recruiting APIs, provide information on SCL’s three core programs, and update brand guidelines to include digital-specific items.
- 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
- Iterate
- 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.”
As a result of my work, we established a multiyear relationship involving a rebrand and social campaign and uniform designs, net positive parent sentiment including a 90% drop in complaints, and ultimately the program was acquired by a much larger youth sports organization.
