About the Project
USA BMX tasked us with two primary objectives: to redesign their website to appeal to a younger audience and to streamline the membership sign-up process, a crucial revenue and engagement channel.
Challenges
The main challenge was to reposition BMX as an exhilarating and appealing sport for new generations while ensuring the membership process was straightforward and user-friendly.
Design and Strategy
We kicked off with extensive competitor research and stakeholder interviews, leading to a complete rebuild of the site architecture. A key focus was on creating a clear information architecture and user-friendly interactive elements. The aesthetic approach aimed to reflect the sport's dynamism, using large imagery, background textures, and slanted lines to convey movement and excitement.
Key Features
The revamped membership sign-up was a simplified multi-step form, guiding users to the appropriate league registration. The website included educational pages, an extensive events section, data-rich league points tracking with sorting options, a comprehensive member portal, and a "find your track" feature.
Personal Contribution
I spearheaded the data visualization aspects, the membership sign-on process, and the member profile components, with guidance and mentorship from Martin Kulakowski, the lead UX designer on the project.
Outcomes
Post-launch of the membership sign-up process revamp, USABMX saw an increase in membership sign-ups due to the more streamlined process. Unfortunately the main website did not launch due to budget constraints at the start of COVID..
