For this project, I was able to secure a client who runs a small tennis coaching company called Rally Tennis Club out of Los Angeles, California. The owner previously did coaching services under a different company name and is rebranding to create a new company with their current coaching partner.
My goals for this project were to gain experience working with an actual client and to build something tangible that would be used in real life. Finding this company worked well because they were already working on a logo with a graphic designer and were in need of inexpensive web design. They were happy to take a chance and give me this opportunity despite still being an inexperienced student.
Role: sole designer and researcher
Tools: Figma, Miro, Whimsical, WIX
Competitor Analysis
To begin, I conducted a competitor analysis of three other tennis coaching companies, noting their features, strengths, and weaknesses. Most of the content across these sites was similar—lesson offerings, locations, and basic company information—which I expected would also be the case for my client.
I noticed a couple common issues in these competitor sites. First, they were poorly organized and difficult to navigate. They also included too much text, and the layouts were cluttered and confusing for users. Based on this, I set a clear priority for the Rally Tennis website: make the content simple, clean, and easy to access.
Client Interview
I held an initial Zoom meeting with the two owners/coaches of the company. I came prepared with a list of questions to better understand their needs, and I shared the results of my competitor analysis to explain my approach.
During the meeting, we got to know each other, shared our backgrounds, and discussed their company’s values and services. They gave me access to their previous WIX site and were very open, allowing me to take the lead on the project. We agreed on weekly Zoom check-ins where I could present progress and gather feedback.
Site Annotations
Mood Board
The first mood board was created using images and inspiration provided by the client to reflect their initial visual direction.
Personas
Based on the client interview, I created two user personas to represent the site’s target audiences: young working professionals and mothers with young children. These personas helped me stay focused on the user experience throughout the design process.
Brainstorming and Organization
In a follow-up meeting, the client and I reviewed the early work and brainstormed the site’s layout and necessary features. They wanted:
Most content to be available on a single, scrollable home page
A clean and minimal aesthetic
Key sections including: Summer Camp, Lessons, Locations, Testimonials, Contact Us, and About Us
Afterward, I created simple user flows and low-fidelity sketches to explore how users would navigate the site.
User Flows
Lo-fi Sketches
New Mood Board
Following our conversation about visual direction, I created a new mood board featuring font and color scheme options to better align with their updated aesthetic preferences.
Mid-fi Mockups
After getting feedback, I proceeded to make mockups on Figma to experiment more with the site's layout before moving on and starting to edit on WIX. I provided the client with multiple examples for layout and we discussed what elements they liked from each and what they wanted for the final site.
The client ultimately chose a monochromatic black-and-white design and shared a few reference sites that captured their desired look.
High-fi Designs
Version 1
I began building the site on WIX using elements the client liked from the mockups. Placeholder images were used until final assets would be available.
Version 2
After reviewing Version 1, the client requested a more minimal, image-free design focused solely on content.
Iterations:
Client wanted a more sleek/clean feel
Wanted no images throughout
Just relevant text
Shortened the navigation bar
Took out locations and FAQ’s links
Removed testimonial section
Will have link to Yelp
Don’t need reviews directly on the site
Made a sign up button
Links to a google form to sign up
Removed phone number and email sign up
Version 3
I got feedback on version 2 from group critiques, my Design Lab mentor, and the client. While the client liked this version, feedback from the group critique and my mentor found the site too boring and unengaging visually. I was a bit concerned that this would be a problem after removing most of the images as the client requested. However, using advice given from my mentor and peers, I made version 3 with the following changes.
Iterations:
Summer camp section
Added more personality
Used icons
Created a timeline layout for daily schedule
Redid the prices design
Used lines to break up the different sections
Lessons section
Added a calendar layout for the group lessons schedule
Redid prices design
Locations section
Layed out side by side
More concise
Added location addresses
Iterations:
Summer camp section
Edited layout
All prices
Redesigned again
Made more consistent throughout
Went with a more simple look
Lessons section
Cleaned up/simplified the calendar design
Added a link to “Meet the Coaches” under private lessons
More personal
Users can get to know coaches if they are considering doing privates with them
About us page
Redesigned coaches’ bio section
Added boxes and circular pictures
Version 4
After receiving more feedback from my mentor and client on version 3, I found the site was much more engaging and on the right track. The client liked the changes made and didn’t mind the use of color, which I was initially concerned about as they had only wanted black and white before. Minor adjustments needed to be made stylistically, but the overall elements worked. This version would be the one used for usability testing.
Usability Testing
Using a guide, I tested version 4 of the site over Zoom with six participants ages 23 - 55 years old. Participants’ tennis experiences ranged from none to active tennis players. I also made sure to test participants from both categories of personas, so half were parents with young children and half were young adults. Depending on if the participant was a parent or not, I would have them do either task one or two, but not both. Non-parents would be guided through task one, while parents were directed to task two. Both groups then finished the rest of the tasks and questions the same.
Feedback Grid
I organized results from usability tests into a feedback grid to clearly see what iterations I needed to make.
Final Iterations
I compiled the usability feedback into a grid to identify pain points and areas for improvement. The primary insight was that users appreciated the visual clarity and simplicity but wanted more detailed information about services.
Iterations:
Lessons sections
Clarified groups are mostly for children
Added the one adult lesson they do offer
Added group lesson structure and goals
Mentioned they do quarterly progress reports for students
Frequently asked questions
Added info about group lessons sizes
Described what the different skill levels are
Clarified how locations are chosen for lessons
Reflection
This project was a valuable learning experience, as it was my first time working with a real client and developing a live product. I gained experience in client communication, project organization, and balancing user needs with client preferences. I truly enjoyed working collaboratively with the client. It was rewarding to hear their vision, apply it in the design, and receive their feedback. While I always adapted my work to their input, I also learned how to advocate for good design decisions and explain why some of their ideas might not be in the site’s best interest.
One of the biggest lessons I took away was the importance of adaptability. The design changed significantly throughout the process and there were times when I felt uncertain or stuck in the cycle of designing, getting feedback, and iterating again. But I kept moving forward and gradually the vision become clearer. In the end, I’m proud of the final product and grateful for what this project taught me: to trust the process, stay flexible, and always keep the user experience at the center.