Project Owner - The Good & Simple Company
Lead Strategy, Art Direction, UI Design - Jeremy Worley
Strategy Assist, Design System, UI Design - Martin Drexler
Strategy Assist, Copywriting - Jeremy Reeves
Site Build - USA Ultimate Team

USA Ultimate approached The Good & Simple Company to redesign their website, which had been untouched for 6 years. It had over 200 pages and they needed not only a redesign, but a system that allowed for future growth. I worked in collaboration with my team of 2 other colleagues (a UX systems expert/designer and project manager) as well as the USA Ultimate team to create a feasible system that worked for a variety of purposes.

Starting with an in-depth strategy process was critical to ensuring the goals and tactics were aligned with the design and structure. Primarily new-user focused, the site aimed to feel easy for both a seasoned user and a brand new explorer to the sport. For a new user, getting them hooked and involved as quickly as possible, whether it was through video content, pick up games, watching local tournaments, or attending a clinic. 

We ultimately created a module-based system that would be developed so that they could create new content and pages but still have everything on brand and condusive to a great user flow. Giving the illusion of simplicity on a very complex site was essential here.