“This redesign helped us scale to millions while keeping the core value intact for both players and coaches.”
Role: UX/UI Designer
Team: PM, Mobile Engineers, QA
Tools: Sketch, Zeplin, Jira, Principle
Outcome: 4M+ users, lower upload failure rate, improved coach engagement
Design Process
Discover & Define → Frame the Challenge → Design & Deliver
1. Discover & Define
The app had strong market traction but suffered from usability and reliability issues across core workflows.
Research and audit activities:
- Reviewed user feedback and app store complaints
- Analyzed product usage data and drop-off points
- Mapped journey flows for players, coaches, and admins
- Performed heuristic review and competitive benchmarking
2. Frame the Challenge
- Recording and upload failures frustrated users
- Coaches lacked robust annotation and tracking tools
- Too many transitions created friction in key flows
- No consistent design system across Android and iOS
- Difficult to track a lesson from capture to review
- Performance in outdoor or low-bandwidth environments was poor
The challenge: improve core video flows, create a scalable cross-platform design system, and retain the core coaching value for millions of users.
3. Design & Deliver
Information Architecture
- Reduced steps in workflows like upload and annotation
- Simplified lesson lifecycle: recorded, sent, received, reviewed
- Introduced role-based flows and navigation
Camera Interface Redesign
- Added overlays and presets for consistent shot angles
- Enabled tagging, descriptions, and recording status indicators
- Improved low-bandwidth performance
Modular Design System
- Reusable components for all major interaction patterns
- High-contrast, outdoor-usable visuals
- Unified UI across iOS and Android while respecting native behaviors
- Reduced redundancy, sped onboarding, and enabled reuse
Launch & Iterate
- Partnered closely with QA and engineers during build
- Provided specs, animations, and redlines for over 100 screens
- Prioritized core features for iterative rollout
- Monitored feature adoption and failure rates post-launch
- Used live metrics and support tickets to guide next wave improvements
Outcomes
Scaled to over 4M users globally
Reduced upload-related support tickets
Boosted coach engagement and lesson completions
Increased adoption of video tools and tagging features
Maintained loyalty among existing users while improving onboarding
Lessons Learned
- Simplify with purpose — small changes in flow have major impact
- Design systems aren’t just UI kits — they support behavior and scale
- Performance is UX — low-latency, offline resilience matters
- Context defines interaction — especially in outdoor, real-time environments
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