Lawn Tennis Association Digital Strategy
Oct - Nov 2018
Product Designer, Beyond, London
The Lawn Tennis Association (LTA) identified a decline in women aged 25-39 playing tennis on a regular basis and wanted a recommendation on a clear conversion path.
To identify the barriers and areas for motivation, I interviewed women about their past and current tennis experience and ran creative ideation workshops. After refining ideas, I developed concepts for a mobile app that would help alleviate friction in the customer tennis journey and aim to build a community and create advocates, both online and offline.
We presented a digital strategy recommendation to the LTA Marketing Leadership, which informed their product backlog and increased Beyond's partnership with them.
RESEARCH / WORKSHOP FACILITATION/ UX DESIGN
Conducted interviews to understand women’s experience with tennis
UNDERSTAND
I interviewed 5 women about their past and current tennis experience and ran a creative ideation workshop with 8 women who played tennis to build empathy and brainstorm improvements.
Developed a strategic direction for LTA’s digital presence
DEFINE
We quickly understood that our research shouldn’t just be about tennis - we aimed to find the key drivers behind relevant decision-making around their free time activities. We uncovered fundamental needs of convenience, belonging and personal development and paired these with what they valued about current digital fitness experience and their challenges towards playing tennis to propose a digital strategy of the connected court.
The Connected Court is an ecosystem of experiences that will alleviate every pain point in the customer tennis journey, from discovery and booking, to building a community and creating advocates, both online and offline.
Vision
The Connected Court is an ecosystem of experiences that will alleviate every pain point in the customer tennis journey, from discovery and booking, to building a community and creating advocates, both online and offline.
Brainstormed ideas to reduce friction and improve the experience
IDEATE
We analyzed other sports digital footprint, lifestyle communities, as well as online influences to help brainstorm ideas for each of the three challenges. We identified themes and prioritized the ideas to add to our presentation.
DESIGN
Created concepts for a mobile app and presented the digital strategy to LTA’s Marketing team
Part of the vision was to remove friction and make it really easy for women to play tennis via a Connected Court platform. The platform would allow users to easily book courts, find a partner, track progress and feel part of a community. I sketched wires and handed them off to our Visual Designer to produce the screens below to illustrate these concepts.
