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Website

Wright Way Wrestling
The start of a nationwide, elite-level wrestling franchise

ROLE

Content Strategist
UX/UI Designer
Website Developer

Team

Solo

Duration

Oct 2020 – Nov 2020


PROBLEM

I noticed a lack of vital information and a forced template structure, leading to the two sets of audiences being underserved.

The original website was built with a one size fits all mentality, not tailored to fit the two sets of users visiting the site. On top of that, the navigation was very confusing and the lack of information provided on the site caused lots of inquiries riddled with questions. After gathering and analyzing the data, the light was shed on many missed opportunities that the new site capitalizes on.

80.39% of the users viewed the website on mobile.

Yet the old website was not 100% responsive, leaving some key information unaccesbile to the users.

0% of the site showed the business success

Leaving no reason for investors to become annual sponsors, or non-profit organizations to give grants, and partner opportunities missed.

15% higher bounce rate than the average website

(Assuming) This was due to the lack of information provided causing users to leave when they can’t find what they are looking for.

80.39% of the users viewed the website on mobile.

Yet the old website was not 100% responsive, leaving some key information unaccesbile to the users.

15% higher bounce rate than the average website

(Assuming) This was due to the lack of information provided causing users to leave when they can’t find what they are looking for.

0% of the site showed the business success

Leaving no reason for investors to become annual sponsors, or non-profit organizations to give grants, and partner opportunities missed.


SOLUTION

100% responsive solution with a complete revamp of the information architecture that includes critical content influencing conversions.

Serving Athletes and Parents

My client’s goal was to get more kids to sign up with the club. With that goal in mind, I came up with a solution that provided users multiple opportunities to sign up with numerous amounts of CTAs on the home page and clear paths to navigate through the site persuading athletes—and the parents of athletes— why Wright Way is the club for them.

A big part of getting users to sign up is meeting them where they are—and that’s mobile. The new website is 100% responsive and easy to navigate through with a revamped navigation system.

Serving Business Partners and Sponsors

Another large goal of my clients was to establish annual sponsors and create new partnerships as a way to raise money for the club. With this entirely new audience in mind, I created pages that showed off the business’s success. A place where investors can go to see why they should put their money into Wright Way.

These success stories talked about Wright Way’s mission—to provide underprivileged youth a sport to use as a coping mechanism and learn discipline—and the huge leaps they have made to expand their reach across state lines within two short years.


PROCESS

Heavy focus on the user flow to lead people through the site in a way they find valuable

Wright Way Wrestling – Website Case Study 1

HOME PAGE USER FLOW

There are many scenarios that can happen once a user lands on the most popular landing page—the home page. My goal was to think through every scenario possible and direct the user through the site to the end goal. Whether that goal is a new sign-up or simply contacting the business manager to become a partner or a sponsor, that specific user has a clear path to conversion.

Wright Way Wrestling – Website Case Study 2

Fig. 1

User flow for audience one: athlete or parent of an athlete

Scenario 1
The user arrives at the site after being given a link and is looking for session times and pricing.

They are immediately met with “Join Today” and “Wrestle With Us” buttons leading them to sign up.

Scenario 2
The user arrives at the site and isn’t sure if Wright Way is the best place to send their kid.

They scroll to find a “Why Wright Way” button linking them to a page of benefits and a CTA leading them to sign up.

Scenario 3
The user is new to wrestling and doesn’t understand wrestling terminology so they scroll past the first few CTAs reading through the site.

They scroll to find a clear CTA stating “Join Today”

Scenario 4
The user arrives at the site and is interested in Wright Way but needs a final push to commit.

They navigate to the testimonials and are now convinced they want to join after seeing what others had to say. They find a CTA under the testimonials leading them to sign up.

Scenario 5
The user is an experienced wrestler that arrives at the site in hopes to find a more 1-on-1 experience available rather than group sessions for beginners.

They are met with a private session CTA leading them to sign up.

Scenario 1
The user arrives at the site after seeing a press release about a new partnership and wants to see what other business advancements they have made in order to decide if this is the place to invest in.

They can easily navigate to the menu and find a link to “News” under the “Why Wright Way” tab.

Scenario 2
The user arrives at the site and isn’t sure if Wright Way is the best club to invest in.

They scroll to find a “Why Wright Way” button linking them to a page of benefits that gives examples of how WWW is using wrestling the benefits kids different than other clubs.

Scenario 3
The user arrives at the site and is interested in becoming a partner with Wright Way but needs a final push to commit.

They navigate to the testimonials and are now convinced they want to support WWW after seeing what people had to say about the club.

Scenario 4
The user arrives at the site after being given a link and sees partner logos and wants to learn more about how to become a partner.

They can easily navigate to the menu and find a link to “Partners” under the “Become A Partner” tab.

Wright Way Wrestling – Website Case Study 3

Fig. 2

User flow for audience two: potential sponsor or partner


IDEATION

Standard practice: start with sketches, then wireframes, establish a brand system, then finally flush out a prototype.

With the brand identity established, and the experience already mapped out, the actual layouts came together rather quickly. I started with quick sketches that helped me visually layout the elements and features from the sitemap to set the standard when it came to creating the UI. Moving to low/mid-fidelity wireframes gave me the opportunity to begin blocking out content and forming an idea of how I can structure each page to best support the users.
Wright Way Wrestling – Website Case Study 4
Wright Way Wrestling – Website Case Study 5
Wright Way Wrestling – Website Case Study 6
Wright Way Wrestling – Website Case Study 7

OUTCOME

A completely new experience better serving its two target audiences

Since launch, we have gotten great feedback and less friction in the signup process. This redesign sets the guidelines for Wright Way’s sub-brand websites in the future—more information on that here. See below for a handful of the most impactful features that were added to the new website.

Wright Way Wrestling – Website Case Study 8
a
Revamped information architecture with an expansive mega menu to support usability.
More information providing potential athletes with Wright Way’s mission, and benefits of their club over the next.
More information providing potential athletes with Wright Way’s mission, and benefits of their club over the next.
Wright Way Wrestling – Website Case Study 9
Showing off business success in the form of press releases and current partners logos.
Z
An easier event booking and signup process with the addition of an events calendar and contact forms with conditional logic.
Wright Way Wrestling – Website Case Study 10
Wright Way Wrestling – Website Case Study 10
Z
An easier event booking and signup process with the addition of an events calendar and contact forms with conditional logic.

Global Customer Commerce
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