Purpose-driven to make the youth sport experience child's play — again.

Purpose-driven to make the youth sport experience child's play — again.

Purpose-driven to make the youth sport experience child's play — again.

Purpose-driven to make the youth sport experience child's play — again.

Purpose-driven to make the youth sport experience child's play — again.

ACX basketball - a youth basketball foundation dedicated to developing basketball players in the cayman islands, ages 5-17; as well as coaches. Their goal is to grow participants in their character, competence, confidence and cognition using basketball as a tool to reach, teach and engage. I worked alongside ACX Owner, Sefu Bernard (Washington Mystics Director of Player Development), to design and produce web product solutions to help support his mission and foundation.  

Project duration: 6 weeks

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PROJECT BASICS

THE PROBLEM

There’s a massive gap between the haves and have-nots in Cayman. That, combined with under-trained coaches and lack of access to facilities and equipment, has stunted the growth of generations of kids

THE GOAL

The goal is to change the landscape of youth basketball in Cayman and awaken new possibilities in the youth sport experience for young people. To start this, we needed to come up with a brand/message, along with a website for parents to register their kids for ACX.  

RESPONSIBILITIES

Account and design management including: conducting meetings to gather relevant information and scope + digital wireframing, low and high-fidelity prototyping, accounting for accessibility, iterating on designs and responsive design, web development and technology implementation. 

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RESEARCH

Understanding the target audiences

USER RESEARCH SUMMARY: 

ACX identified 2 target audiences: Primary school parents and basketball coaches. Our goal was to develop a brand and website that resonated with their target audience and provide access to relevant information to both parents and coaches through a clear and concise website. 

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PERSONA: MICHELLE

Age: 39 
Status: Mother, 9 y/o son
Location: Cayman Islands
Occupation: Analyst

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PERSONA: DARYL

Age: 28 
Status: Single 
Location: Cayman Islands
Occupation: Coach 

BRAND IDENTITY DESIGN

Establishing the identity

1. LOGO DESIGN: 

I established the creative direction of the brand identity to convey strength and togetherness. Using a clean design aesthetic with an emblematic and versatile symbol that can be both playful or “serious”.  The ACX identity can also cross demographics and gender – in various applications.

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2. COLOUR + TYPOGRAPHY: 

I used a variety of vibrant colour combinations to represent the the diversity and inclusion that is at the core principles and beliefs of ACX Basketball.  

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DESKTOP DESIGN

Starting the Design 

1. WIREFRAMES: 

After ideating and drafting some paper wireframes, I created the initial user-flow and general structure of the website. The user experience design is focussed on easy way finding. Each page is represented by a unique colour combination that is aimed to guide the two target audiences (parents and coaches) to the relevant pages.

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1. REFINING THE DESIGN: 

I used high contrast colour combinations, brief and clear headlines with playful graphics to keep the user engaged to the reading material on the website. The overall design places heavy emphasis on mobile responsiveness and accessibility. There is clear visual hierarchy and large sized buttons and interactive elements to make the overall experience straight forward and easy for anyone to use.

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MOBILE DESIGN

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2. ACCESSIBILITY CONSIDERATIONS

A) I used headings with contrasting size of text for clear visual hierarchy 
B) I used high contrast rate for the colours 
C) Widescreens will not experience large widths of paragraphs for legibility purposes

WRAPPING UP THE PROJECT

Going Forward

IMPACT: 

The client shared that the website has made their outreach and sign up process for parents and coaches much easier and that they’re proud to have a website that represents them so perfectly. 

IMPACT: 

MLSE/Playground Pros shared their new e-learning platform is exactly what they were hoping for and more. One quote from their feedback was that “This website makes our jobs easier as course instructors, we’re excited to move forward with a digital solution especially during these uncertain times”. 

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