Volleyball Club
Applied a full Design Thinking process — ensuring the website meets real athlete, parent, and coach needs through continuous research, iteration, and testing.
Elevate Volleyball Club needed an online platform to manage private, semi-private, and group lesson registrations while providing clear information about its mission, values, and programs. As the club grows, the platform needed to serve athletes, parents, and coaches seamlessly.
A brand built around motion, precision, and community. Gold accent on deep black — athletic confidence without intimidation.
Three distinct user groups with different needs, goals, and levels of digital comfort.
Four established LA volleyball clubs were analyzed to identify market gaps and opportunities for differentiation. Each competitor targets overlapping user segments but leaves clear openings in flexibility, community, and digital experience.
Private, semi-private, and group sessions with short-term commitment options — no season-long lock-in required.
Leverage social media and local partnerships with schools and community centers to build a strong West LA presence.
A seamless booking and registration experience that competitors lack — the platform itself becomes a competitive advantage.
Interviews, surveys, observations, and competitor analysis across all three user groups.
Three empathy maps built from interviews — capturing what each user group thinks, feels, sees, says, does, and hears.
Wants to improve but doesn’t know where to start · Excited about volleyball but nervous about being judged · Wonders if they’re good enough
Other athletes training · Coaches giving feedback to others · Club social media posts
“I want to get better at serving” · Attends sessions inconsistently · Asks friends for advice
“You should join a club” · “Practice makes perfect” · Parents encouraging participation
Struggles when sessions feel too easy or hard · Doesn’t know how to train for specific positions · Feels discouraged after missing a session
Tailored lessons matching skill level · Flexible scheduling · Clear guidance on areas to improve
Wants the best for their child · Worried about over-commitment · Concerned about cost vs. value
Other parents at practices · Club website with limited info · Social media ads
“How much does it cost?” · Compares multiple clubs · Reads reviews before deciding
Other parents recommending clubs · Child asking to join · School coaches suggesting programs
Juggling multiple schedules · Worried about long-term commitment · Unclear pricing and policies
Easy rescheduling · Transparent pricing · Short-term commitment options · Progress updates
Passionate about coaching · Frustrated by admin overhead · Wants to see athletes improve
Athletes with varying skill levels · Full vs. empty sessions · Competitors with better systems
“I spend too much time on scheduling” · Manually tracks attendance · Follows up via text message
Athletes dropping out · Parents asking for progress reports · Club owner requesting reports
Managing bookings manually · Athletes dropping after a few sessions · No structured feedback system
User-friendly booking system · Attract & retain dedicated students · Track progress over time
Four personas synthesized from research — representing core audience segments the platform must serve.
Plays on school team, wants to go semi-pro. Needs structured training to fill skill gaps and track measurable improvement between sessions.
No visibility into progress · Hard to find right skill-level sessions · Booking process confusing
Improve serving & setting · Train consistently · Get feedback from coaches
Works full-time, manages two kids’ extracurricular activities. Needs flexibility and transparency from the club to feel confident committing.
No easy way to reschedule · Unclear pricing · No updates on child’s progress
Simple booking & rescheduling · Know what her child is learning · Affordable short-term options
First time joining a sports club. Needs a welcoming, low-pressure environment where she can learn fundamentals and build confidence.
Intimidated by experienced players · Doesn’t know what to expect · Needs encouragement
Learn the basics · Make friends · Have fun while improving
Coaches 4 sessions per week across skill levels. Needs centralized tools to manage rosters, communicate with families, and track athlete progress.
Too much time on admin · No system for progress notes · Parents expect constant updates
Streamlined scheduling · Feedback tools · Retain committed athletes
Two journey maps capturing the full experience from awareness to reflection. User flow diagrams the booking path from landing to confirmation.
| Stage | Action | Thinking | Feeling | Opportunity |
|---|---|---|---|---|
| Aware | Hears about Elevate from a friend or Instagram | “Is this club good for my level?” | Curious, excited | Clear social proof & skill-level messaging |
| Research | Visits website to find programs & pricing | “I can’t find what session fits me” | Interested but confused | Clear program descriptions with skill levels |
| Decision | Tries to book a session | “This form is confusing, who do I call?” | Motivated but frustrated | Streamlined self-serve booking flow |
| Experience | Attends first session | “This is exactly what I needed!” | Excited, engaged | Welcome email + session summary |
| Retention | Wants to rebook & track progress | “I wish I could see how I’ve improved” | Satisfied but wanting more | Progress dashboard & easy rebooking |
| Stage | Action | Thinking | Feeling | Opportunity |
|---|---|---|---|---|
| Aware | Child asks to join, searches online | “Is this worth the time & money?” | Open but cautious | Testimonials & transparent pricing up front |
| Research | Compares clubs, reads about programs | “I need flexible options, not a year commitment” | Interested but hesitant | Highlight short-term & trial options |
| Decision | Calls to ask about rescheduling policy | “I need to know I can reschedule easily” | Anxious about commitment | Clear cancellation & rescheduling policy on site |
| Experience | Child attends sessions, parent waits | “I hope my child is progressing” | Hopeful but uninformed | Progress update emails after each session |
| Retention | Decides whether to continue | “Is this worth continuing?” | Evaluating value | Monthly progress summary & milestone highlights |
Information architecture defining the full navigation structure — built from card sorting sessions with all three user groups.
About the Club
Programs Overview
Testimonials
Contact
Coaching Staff
Club History
Achievements
Professional
Private Sessions
Semi-Private
Pricing
Book Session
My Schedule
Payment
Profile
Events
Training Tips
Announcements
Low-fidelity wireframes mapped core user flows before visual design. A token-based system ensured consistency across all screens and breakpoints.
Nav · Hero with CTA · Programs grid · Testimonials · Footer
Program cards · Skill level filters · Schedule preview · Book CTA
Select type · Pick date/time · Account · Payment · Confirm
3 rounds of usability testing with 8 participants across all three user groups. Key improvements made after each round.
Researched
Full Process
Rounds
Tested