Redesigned the website for an AXE throwing game and updated the admin platform for internal use.
Redesigned the website for an AXE throwing game and updated the admin platform for internal use.
Project Overview
About
Industry
This website serves as the official platform for the global governing body of axe throwing. It provides comprehensive resources for axe throwing enthusiasts, including official rules, tournament information, league participation details, and certified venues worldwide. WATL promotes the sport by organizing competitive events, maintaining standards for play, and fostering a growing community of players. It’s a go-to resource for anyone interested in the sport, from beginners to seasoned competitors.
Sport and recreation
Problem
Goal
My Role
Location
Design Tools
Project Timeline
Redesign the existing website to enhance user interactions across all pages. This involved conducting an in-depth analysis of the current site and user flows, identifying pain points, and proposing effective solutions to attract more visitors. An additional challenge was designing a responsive layout that seamlessly accommodated the display of detailed spreadsheets.
Redesign the website with fresh ideas and a modern, visually appealing design.
UX designer
Canada
Figma, FigJam
14 months
Project Overview
About
Industry
This website serves as the official platform for the global governing body of axe throwing. It provides comprehensive resources for axe throwing enthusiasts, including official rules, tournament information, league participation details, and certified venues worldwide. WATL promotes the sport by organizing competitive events, maintaining standards for play, and fostering a growing community of players. It’s a go-to resource for anyone interested in the sport, from beginners to seasoned competitors.
Sport and recreation
Problem
Goal
My Role
Location
Design Tools
Project Timeline
Redesign the existing website to enhance user interactions across all pages. This involved conducting an in-depth analysis of the current site and user flows, identifying pain points, and proposing effective solutions to attract more visitors. An additional challenge was designing a responsive layout that seamlessly accommodated the display of detailed spreadsheets.
Redesign the website with fresh ideas and a modern, visually appealing design.
UI/UX designer
Canada
Figma, FigJam
14 months
Design Process
I chose the Design Thinking approach for this project because it allows me to deeply understand user needs and create a solution that is both functional and intuitive. By starting with empathy, I ensured that real user challenges shaped the design direction. The define phase helped me synthesize insights into a clear problem statement, guiding focused ideation. Through rapid prototyping and testing, I iterated based on user feedback, refining the experience to be as seamless and impactful as possible. This human-centered process ensured that the final design truly addressed user pain points while aligning with business goals.
I chose the Design Thinking approach for this project because it allows me to deeply understand user needs and create a solution that is both functional and intuitive. By starting with empathy, I ensured that real user challenges shaped the design direction. The define phase helped me synthesize insights into a clear problem statement, guiding focused ideation. Through rapid prototyping and testing, I iterated based on user feedback, refining the experience to be as seamless and impactful as possible. This human-centered process ensured that the final design truly addressed user pain points while aligning with business goals.
Research
Persona. After receiving the project brief and conducting a kickoff call with the customer, I prepared a list of questions for the users. Then we began conducting interviews, and here are the results.
Redesign the website for an AXE throwing game, improving the booking experience, navigation, and overall user engagement.
User Personas
Challenge 1
Site Map. I used a sitemap as a structured representation of a website's content, designed to illustrate the hierarchy and relationships between pages.
Competitor analysis involves researching and evaluating similar products or services in the market to identify their strengths, weaknesses, opportunities, and threats. This process helps uncover industry trends, understand user expectations, and pinpoint gaps that your product can address, ultimately informing better design and strategic decisions.
Site Map. I used a sitemap as a structured representation of a website's content, designed to illustrate the hierarchy and relationships between pages.
Competitor analysis involves researching and evaluating similar products or services in the market to identify their strengths, weaknesses, opportunities, and threats. This process helps uncover industry trends, understand user expectations, and pinpoint gaps that your product can address, ultimately informing better design and strategic decisions.
For the AXE Throwing Game website, I designed an intuitive and engaging platform that allows users to easily book games, learn about rules, and explore available locations. The website features a visually dynamic interface that captures the excitement of the game while ensuring a seamless user experience.
Solution for website
One of the key challenges for admins was managing player activities and tracking engagement across the platform. Previously, the admin dashboard lacked centralized tools and clear reporting, forcing admins to rely on scattered data from multiple sources. This made it difficult to monitor player behavior, identify trends, or address issues in real time. Additionally, the absence of batch processing capabilities increased the time and effort required to manage multiple players efficiently, leading to workflow inefficiencies and potential oversight gaps.
The existing admin dashboard lacked intuitive navigation, forcing admins to switch between multiple views to complete basic tasks. To identify usability issues and improve efficiency, I conducted a heuristic evaluation based on Jakob Nielsen’s 10 usability heuristics.
Incorporated before-and-after comparisons to illustrate design enhancements.
Admin Platform and one of the Problem Space
Heuristic evaluation for Admin dashboard
Heuristic evaluation for Admin dashboard
Challenge 2
The previous admin panel was outdated and lacked efficiency, making it challenging for staff to manage bookings, monitor game sessions, and oversee daily operations. The goal was to enhance usability, streamline workflows, and improve overall functionality.
Match Between System and the Real World.
Some abbreviations like "MP," "NC," "HS," and "BULL" may not be intuitive for new users.
I added tooltips to these terms that significantly improve usability by providing users with clear explanations without requiring them to leave the page.
User Control and Freedom.
When users enter the "Add League" page, they lose sight of existing leagues.
They might forget what they have already created or need to navigate back and forth to check.
A side panel allows users to start, pause, or discard the league creation process without being forced into a full-screen form.
They can navigate back to other tasks without losing progress.
Improved User Experience – A more intuitive and engaging interface for players to book sessions, track scores, and interact with the game.
Streamlined Admin Dashboard – Enhanced functionality for managing bookings, tracking performance, and handling customer engagement.
Modern Visual Design – A refreshed, dynamic look that aligns with the brand’s adventurous and competitive spirit.
Better Performance & Usability – Optimized navigation and responsiveness for seamless access across devices.
Improved User Experience – A more intuitive and engaging interface for players to book sessions, track scores, and interact with the game.
Streamlined Admin Dashboard – Enhanced functionality for managing bookings, tracking performance, and handling customer engagement.
Modern Visual Design – A refreshed, dynamic look that aligns with the brand’s adventurous and competitive spirit.
Better Performance & Usability – Optimized navigation and responsiveness for seamless access across devices.
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