Pritish Patil
Work
Info
AllAthlete
Product Design  -  Design Systems  -  Branding
Company
AllAthlete
Year
2022
Role
1 of 2 Designers
Alongside their distribution efforts, AllAthlete, a social platform that consolidates sports data, wanted to redesign their online experience to make it more seamless, engaging, and cohesive for their athletes and coaches. This was the opportunity to design a digital experience meeting the needs of AllAthletes already existing user base as well as establish a new brand identity.
The Problem
AllAthletes mission statement and customer goals are all about their commitment to being the go-to destination for athletes to get discovered, recruited, and find success in any sport. However, the online platform at the time did not exactly align with the company’s principles. Though there exist users who used the platform out of need, the current state of the platform at the time contained a complex information architecture that was not being efficiently and seamlessly consumed by athletes or coaches -- resulting in:
•  Low conversion rate
•  Lack of sport metrics + data
•  Difficulty connecting user nodes
The Goal
Our high level goal was to create a customized web platform and mobile app that seamlessly enables athletes to share sports data and achievements, enabling them to connect with coaches and begin the recruiting process.
The Approach
•
Design prominent user flows that allows for the least amount of friction throughout the established information architecture
•
Establish a cohesive design system and brand identity
•
Prioritize features that most efficiently meet users' needs
Home Page v1
Profile v1
Programs v1
Research Summary
Upon joining, I had the opportunity to audit information top-down within the company. At this current point in time, there was a chance I wouldn’t be able to test users, so I embarked with the goal of acquiring as much information about users’ relationship with AllAthlete and what they hoped to gain from its experience.
Stakeholder Interview
•
Most of AllAthlete’s users are high school athletes of varying levels aiming to be recruited by college coaches. This sample is skewed toward football, track and field, and basketball
•
AllAthlete relies on a supply of college coaches and recruitment connections to connect with users as an endpoint
Field Research Insights
•
There exists many knowledge gaps and consumption issues with sports metrics among athletes currently on the platform
•
It is difficult for athletes to completely fill out their profile
•
It is hard for coaches to isolate qualified athletes and contact them through the platform
Competitive Landscape
•
Strong content leads to a more engaging experience. Hudl, the leading sports video sharing platform employs this well.
•
Consumers are not used to the idea of a social sports data platform because the recruitment process is in many steps
•
There is a lack of data consolidated for coaches in many other platforms. Those databases are not user-generated.
How might we...
Provide a simple way for users to upload their sports data?
Only a small proportion of athletes on the platform have completed their profile, which means that there are breakpoints in the data uploading process that need to be solved.
Establish social scarcity and proof in order to establish a network?
Most users, especially younger ones, are expecting return in the form of social currency in some manner on most social platforms. There exists an engagement issue, which in turn affects the ability of coaches to make greater judgements on potential recruits.
Make this a seamless experience for coaches to find athletes?
AllAthlete has the connections to acquire coaches on the platform, however, it is difficult for them to isolate players they are interested in connecting with and recruiting. It is important to ensure an efficient process of player search and filtering based on user-generated sports data.
Personas (Existing User Base)
Teo the Intermediate
Ambitious and frequents the platform regularly to increase his chances of getting scouted. Uses new features to give himself a leg up.
Needs a connected, uplifting experience
Nick the Coach
Scouting for the next big player that he can recruit. Requires an effective way to find talented athletes.
‍
Needs an efficient, quick experience
Jon the Superstar
A talented athlete aiming to grow his personal brand in preparation for the next step in his athletic journey.
‍
Needs a social, positive experience
Jake the Fan
Loves to watch sports of every level and keep up with the latest results, trends, and upcoming players.
‍
Needs an informative, social experience
Wireframing a Solution
Improved Home & Consumption
A modular post structure was employed to combat the in your face visual hierarchy and home feed information architecture, allowing for consistency with the mobile platform as well.
Profile and Sports Experience
With the average AllAthlete user struggling understand their profile, profile components were updated to better convey sports data and information, resulting in more efficient consumption.
Player Search and Filtering
Created a new filtering method grouped with master search, enabling coaches and athletes to scout users based on customizable sports data across different categories.
Challenges
Development Constraints
The project faced challenges due to limited development resources, despite having a highly skilled team. The complexity of the information architecture and the variety of features required led to a learning curve. While our developers quickly adapted, the rate of learning outpaced the rate of development.
Team Structure
Effective communication is essential for any product team, but it can reach a point of diminishing returns. Our team experienced this challenge to some extent. However, it's difficult to quantify the true cost of an alternative approach.
The Final Product
CURRENTLY READING
The Cold Start Problem
Articulating Design Decisions
Thinking with Type
CONTACT
Email
LinkedIn
Instagram
WHAT I'M UP TO
Learning Pickleball
Supporting Chelsea F.C.
Practicing my Carrom game
AllAthlete
Product Design  -  Design Systems  -  Branding
Company
AllAthlete
Year
2022
Role
1 of 2 Designers
Alongside their distribution efforts, AllAthlete, a social platform that consolidates sports data, wanted to redesign their online experience to make it more seamless, engaging, and cohesive for their athletes and coaches. This was the opportunity to design a digital experience meeting the needs of AllAthletes already existing user base as well as establish a new brand identity.
The Problem
AllAthletes mission statement and customer goals are all about their commitment to being the go-to destination for athletes to get discovered, recruited, and find success in any sport. However, the online platform at the time did not exactly align with the company’s principles. Though there exist users who used the platform out of need, the current state of the platform at the time contained a complex information architecture that was not being efficiently and seamlessly consumed by athletes or coaches -- resulting in:
•  Low conversion rate
•  Lack of sport metrics + data
•  Difficulty connecting user nodes
The Goal
Our high level goal was to create a customized web platform and mobile app that seamlessly enables athletes to share sports data and achievements, enabling them to connect with coaches and begin the recruiting process.
The Approach
•  
Design prominent user flows that allows for the least amount of friction throughout the established information architecture
•  
Establish a cohesive design system and brand identity
•  
Prioritize features that most efficiently meet users' needs
Home Page v1
Profile v1
Programs v1
Research Summary
Upon joining, I had the opportunity to audit information top-down within the company. At this current point in time, there was a chance I wouldn’t be able to test users, so I embarked with the goal of acquiring as much information about users’ relationship with AllAthlete and what they hoped to gain from its experience.
Stakeholder Interview
•
Most of AllAthlete’s users are high school athletes of varying levels aiming to be recruited by college coaches. This sample is skewed toward football, track and field, and basketball
•
Most of AllAthlete’s users are high school athletes of varying levels aiming to be recruited by college coaches. This sample is skewed toward football, track and field, and basketball
Field Research Insights
•
There exists many knowledge gaps and consumption issues with sports metrics among athletes currently on the platform
•
It is difficult for athletes to completely fill out their profile
•
It is hard for coaches to isolate qualified athletes and contact them through the platform
Competitive Landscape
•
Strong content leads to a more engaging experience. Hudl, the leading sports video sharing platform employs this well.
•
Consumers are not used to the idea of a social sports data platform because the recruitment process is in many steps
•
There is a lack of data consolidated for coaches in many other platforms. Those databases are not user-generated.
How Might We?
Provide a simple way for users to upload their sports data?
Only a small proportion of athletes on the platform have completed their profile, which means that there are breakpoints in the data uploading process that need to be solved.
Establish social scarcity and proof in order to establish a network?
Most users, especially younger ones, are expecting return in the form of social currency in some manner on most social platforms. There exists an engagement issue, which in turn affects the ability of coaches to make greater judgements on potential recruits.
Make this a seamless experience for coaches to find athletes?
AllAthlete has the connections to acquire coaches on the platform, however, it is difficult for them to isolate players they are interested in connecting with and recruiting. It is important to ensure an efficient process of player search and filtering based on user-generated sports data.
Personas
Teo the Intermediate
Ambitious and frequents the platform regularly to increase his chances of getting scouted. Uses new features to give himself a leg up.
Needs a connected, uplifting experience
Nick the Coach
Scouting for the next big player that he can recruit. Requires an effective way to find talented athletes.
‍

Needs an efficient, quick experience
Jon the Superstar
A talented athlete aiming to grow his personal brand in preparation for the next step in his athletic journey.
‍

Needs a social, positive experience
Jake the Fan
Loves to watch sports of every level and keep up with the latest results, trends, and upcoming players.
‍

Needs an informative, social experience
Wireframing a Solution
Improved Home & Consumption
A modular post structure was employed to combat the in your face visual hierarchy and home feed information architecture, allowing for consistency with the mobile platform as well.
Profile and Sports Experience
With the average AllAthlete user struggling understand their profile, profile components were updated to better convey sports data and information, resulting in more efficient consumption.
Player Search and Filtering
Created a new filtering method grouped with master search, enabling coaches and athletes to scout users based on customizable sports data across different categories.
Challenges
Development Constraints
The project faced challenges due to limited development resources, despite having a highly skilled team. The complexity of the information architecture and the variety of features required led to a learning curve. While our developers quickly adapted, the rate of learning outpaced the rate of development.
Team Structure
Effective communication is essential for any product team, but it can reach a point of diminishing returns. Our team experienced this challenge to some extent. However, it's difficult to quantify the true cost of an alternative approach.
The Final Product
CURRENTLY READING
The Cold Start Problem
Articulating Design Decisions
Thinking with Type
CONTACT
Email
LinkedIn
Instagram
WHAT I'M UP TO
Learning Pickleball
Supporting Chelsea F.C.
Practicing my Carrom game