Trophie.io

INTRODUCTION

Trophie is a web-based platform that enables sports clubs to engage their communities through social post automation. As Trophie's user base continues to grow, the existing experience could no longer effectively support the emerging use cases across the different customer profiles.

In response, we set out to simplify the existing back-end dashboard's experience (onboarding, subscription) and shipped a community-facing feature that enables millions of sports clubs to promote their sponsorships.

MY ROLE

As the lead designer for this project, my responsibilities include working closely with stakeholders to synthesise user requirements, communicating design recommendations, prioritising outcomes, leading the end-to-end design process, and managing expectations across dev teams.

PROJECT OUTCOMES

+ Improving existing user retention rate by uplifting the product's user onboarding and subscription experience.

+ Validating product solution from a successful launch and user adoption of a new feature that allows clubs to publish their own e-commerce sites.

CLIENT

RefLIVE (Trophie.io)

PROJECT SCOPE

1 Designer, 1 Product Owner, 1 Project Manager, a team of developers.

TOOLS

Figma, Adobe CC, Canva, Trello, Zoom, Slack. (Remote)

01. DESIGNING CURRENT SYSTEMS TO SCALE

The design uplift means Trophie can continue to effectively empower sports clubs and professional athletes from all sporting types across Australia and globally to meet the needs of their teams and communities.

OVERVIEW OF THE REDESIGNED ONBOARDING EXPERIENCE

02. DEFINING A NEW PRODUCT FEATURE

The diverse users of Trophie

Framing problem statements for our different levels of end-users and their journeys.

Based on our initial user inquiries, the Sponsorship feature would most likely be an engagement tool between the clubs and their communities to gather financial supports. We therefore had to consider not only our direct customers (club managers), but also our customers' customers (supporters) as our end-users, with separate problem statements and challenges.

Club managements are facing difficulties in receiving supports from their community and needs to do so to effectively maintain the clubs, but are significantly time poor and lack the technical know-hows.

Supporters who want to support and engage their teams better but feels disconnected due to lack of awareness of support channels and uncertainties over the reliability of said transaction methods.

Naturally, this also leads to 2 different but closely connected objectives to consider in our ideation phase.

HMW empower our club managers to create and promote engaging avenues to support the clubs, while making it simple, quick and trustworthy?

HMW provide our sponsors with a safe and reliable way to find, engage and support their sports clubs / players?

Defining and prioritising solutions

Utilising user jobs across our personas to further define our solution scope for an MVP.

Moving into our first cross-discipline workshop, we reframed our higher level objectives into a set of more defined user jobs as this made it easier for our engineering team to foresee the possible technical constraints that each possible solutions might bring.

This exercise also made it a lot easier for the product team to brainstorm on more concrete design ideas as we move into the ideation stage later on.

Examples of Jobs-To-Be-Done for Trophie to identify user jobs and needs.

ACTOR

As a club content manager,

SITUATION

When I need to publish a new sponsorship package

MOTIVATION

I want to reach as many audience as possible

OUTCOME

so that I can gather new sponsors soon.

As a potential sponsor,

When I need to find out more about a sponsorship package

I want to easily reach out to the club for more details

so that I can make informed decisions before sponsoring.

Designing for a powerful e-commerce management platform.

Maintaining accessibility and feasibility through careful consideration for customisation.

Through our ideation workshop, we brought forward the lowest-hanging fruit solution of providing our club managers the ability to push content, and manage online transactions.

Via Trophie's back-end dashboard, each club will have the ability to publish and customise their own individual e-commerce sites unique to their brandings, etc. This brought forward key design considerations when defining the optimal level of structure vs personalisation across the site's experience.

Some of our key solution goals are...

Intuitive & simple CMS 📥

Providing real-time update of club activities is crucial for our users. Hence, the new experience has to be easy and fast in managing new contents.

Customisable & feasible ✍️

For better community engagement, the tools should allow for clubs to design their own look & feel without compromising best design guidelines.

Secure & fast transactions ⚡

As a customised e-commerce platform, the site should also support the best practices and features of a reliable, simple-to-use online marketplace.

With our user's requirements and potential solutions aligned, we were then able to generate hypotheses that will help measure the effectiveness of our outcomes.

Mapping user flows into 11 broader compartments.

A product flow involving both end-users, with Trophie empowering the end-to-end journey.

To ensure that Trophie is able to provide a full, seamless, and robust experience, we had to identify and solutionise the touch-points where Trophie could empower our users to complete their goals, which was greatly assisted through our user jobs. This covers all the way from managers first getting informed about the new Sponsorship feature, to sponsors receiving their 'thank-you' receipt after their purchase.

By intentionally involving our lead engineer during the mapping, we were able to quickly refine our product architecture, which means less steps for our users.

A closer look at the user flows across some of the journey compartments.

FINAL OUTCOMES

A clean, responsive, and fully customisable e-commerce site with all the tools for club managements to promote their sponsorship packages credibly and for members to support their favourite sports teams in a reliable way.

OVERVIEW OF THE CUSTOMISABLE SPONSORSHIP SITE FOR CLUBS

IMPACT

Connecting the sporting scene, clubs, teams and players even closer to their community.

With many sport clubs and avid supporters relying on Trophie to unite communities and sustain lifelong interests, this project has greatly defined our new users' scenario / problem and addressing them intuitively.

Amateur clubs are now leveraging Trophie’s sponsorship feature to maintain club needs during inactive seasons (eg: Covid lockdowns)

More clubs of all sporting types have been using Trophie to engage with their social channels without needing much dedicated expertise.

Team supporters can now support and stay updated with their favourite teams in more ways than ever through Trophie.