RadliffDesign
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Taking the Work Out of Play

— ROLE

Director of Product Design


— DATE

2021 – 2022

TeamSnap was approaching an evolutionary change to their business. The organization was making a large shift from a vertical product experience to a sports management platform. As Director of Product Design I was tasked with rapidly rearchitecting the design strategy, vision and mission for our platform. This required a reimagining of what engagement looked like for our governing bodies, coaching staff, and sports participants.


The desired outcome was improved personas for better targeting and critical strategic goals that we could target over the next 12 months.

Design Thinking

New vision & mission

Strategy

I helped align TeamSnap around our vision and mission. A key component of this effort was building an educational narrative, helping cross-functional teams understand how design thinking, evaluating team maturity, and embracing transformation through the utilization of the design impact landscape can help us all achieve this vision. The result of this effort helped Engineering, Product, and Design understand how to utilize the various Disciplines of User Experience to achieve OKRs/outcomes faster.

Refined Personas

Understanding the users

The original set of 13 personas was refined down to 3 primary personas. This helped create efficient nomenclature for the overlaps in the sub-personas that consistently caused nuanced confusion. The reward for this effort was a far more memorable persona set, without losing sight of the sub-roles and the user journey for each.

Creating a Sport Management Platform

Reshaping our product & service

The main premise behind the product was program management – setting up a sporting program and the communication of event content. This over-simplification created bottlenecks in thought and did not expose the larger ecosystem needed by admins, coaches, and participants.

The design team collaborated to rearchitect the overarching structure of our product experience and platform – emphasis on the platform. We also highlighted the gap in partnerships and other applications that could fit into our platform.

The outcome of rearchitecting our product into a platform led to a more concise vision for how we would connect to a larger sports management ecosystem. We created a vision wheel to help communicate the market value offered across all the segments of our platform.

Mobile App Audit

Understanding user flow

iOS

We conducted audits to understand the authentic navigational experience our customers were required to move through. The map we created highlighted how iOS navigational paradigms lent to a more complex decision tree.

Android

The android experience allowed the navigational flow to operate in a more streamlined way, and required less sub-selections as part of the decision tree. Interactions often leveraged the modal dialogs that are native to Google’s Material Design system.