Team. Players. Winning.

A startup SaaS company passionate about helping student-athletes needed a writer to untangle confusing content so it was clear to coaches, athletes, and parents. The content also needed to emphasize brand voice and tone across the experience.
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DESIGN BRIEF
Overview
Team
CEO, project manager, two UX designers and two developers
My work
Research, usability tests, content design and writing
Project type
Sports management app assess and redesign content
Timeline
Three-week sprint
Challenge

This app is a new build that’s never been used and targets coaches, athletes and parents. Assess and test the current app for clarity, usability and NPS score.

Project goals:

  • Help increase product usability
  • Test the minimum viable product (MVP) for usability, especially the in-app purchase (IAP) flow
  • Discover current Net Promoter Score (NPS)
DISCOVER
Tell me about yourself, Coach!

I developed a survey and conducted several interviews to better understand the users. Coaches stated that their main issue is time. They need more of it. While they love the kids and enjoy coaching, the administrative part of the job is overwhelming and annoying.

If SquadFlow could streamline coaches' administrative processes, the app would be an asset.

The fatal design flaw

Test goals for the user:

  • Find the IAP flow and purchase a plan.
  • Post an event on the calendar.
  • Change the team name.
5
Participants
100%
Failed to find IAP flow
6
Average reported NPS

Key insights:

  • Users expected the IAP flow to be in “Profile” in the global navigation.
  • Administrative tasks were “intuitive” and “easily completed.”
  • The NPS did not meet the desired outcome.
DEFINE
Creating a game plan

Before I could craft any copy for the app, I had to find out the core of SquadFlow. Why does SquadFlow exist? What is SquadFlow’s personality? How does their voice sound?

Why?

Help athletes become the best version of themselves.
Brand Personality
  • Personable
  • Energetic
  • A mix of traditional and modern
  • More serious than fun, but some fun too
  • Accessible to all
Brand Voice
  • Motivational
  • Goal-oriented
  • Confident
  • Clear

With the brand voice decided, I created a reliable tone map for the content on the SquadFlow app.

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Creating a game plan
The usability tests indicated frustration with the app’s copy. Coaches are short on time, so I needed the writing to be concise while also being motivational, goal-oriented, confident and clear.
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Team. Players. Winning.
Next

Designing Content