Introduction
As part of (freelance collective application) trial project* - visual site partial refresh pitch was requested for a table tennis equipment, venue, and coaching provider. Time tracked Toptal® Activity Hours Record available below as proof-of-effort.
Media
*As part of pre-requisite trial unimbursed project.
Problem Statement
Table Tennis equipment, coaching services, and event venue hire provider "Sydney CBD Table Tennis" requested visual website refresh on their subsidiary as marketing funnel operated by parent brand (undisclosed) whilst maintaining presence on the economical Weebly® platform as CMS.
Solution
Page-by-page UX audit followed by IA recommendations ensures consolidation, and for stakeholders addressing for easing overall cognitive load. On top of high fidelity digital re-design for the home page ~ additional/complementary propositions here included brief identity wordmark design, brief sample photography direction, as well as research on Weebly's ecosystem of plugins to assist future content development.
The UX Audit + Information Architecture
Individual page analysis and commentary revealed both design and content writing optimization needs. A revised Information Architecture here as pictured, was also proposed to consolidate the current state's fragmented structures.
Overall - 40+ commentaries were raised to raise stakeholders discussion on both visual and user experience at their un-optimized states. For digestible courtesy of this lean Case Study, only a few of these commentaries are shared for general disclosure.
Brief peers research + stock artifacts gathering
For brief acquaintance on subject matters, a series of illustrative stock illustrations were gathered to help raise the brand in parallel among their peers' branding & styling prestige expectations.
Research on the Weebly® CMS Ecosystem
Insight on the Weebly® platform revealed significant limitations that at times - unlikely tenable to accommodate the most common design patterning standards among much more established platforms such as Framer®. However a challenge here was accepted as initiative to uncover briefly what is and what is not possible as workarounds through research and investigation on Weebly® platform, as well as its ecosystem of plug-ins.
SWIPE
Additional incentives as deliverables
On top of the mid to high fidelity visualizations including image + illustrative compositing / artifacting - a brief creative strategy (image building & photography) proposal as well as holistic rebranding proposition were included to compel buy-in.
Bringing together welcoming, friendly, and cooperative table-tennis atmosphere ~ the brand aims to attract not only within the B2B / business to business interaction but also secondarily ~ the general public.
A typographic / wordmark approach to branding was eventually resorted in order to accommodate the expanded business title - "Sydney CBD Table Tennis"; within intentful coordination between circles, and linear elements to indirectly connotate objective features of the table tennis setup; as well as connotating movement and play. Here, large dominant Slab ("Bevan") together with rounded sans-serif ("Outfit") pairing were proposed to convey the friendly and retro look and feel.
SWIPE
SWIPE
About this Case Study
Unless otherwise explicitly specified - all artworks, including naming, titling, sample content-writing including this Case study, and the entire front-end development ~ have NOT been entirely resorted through Artificial Intelligence, generative tools or LLM-assisted prompting models.
All hours expended on each project was conducted out of limited, personal and voluntary capacity on top of / during full time tenure.