US Figure Skating

Revamping the US Figure Skating's Event Management System (EMS) presented a fascinating UX challenge, bridging the gap between complex event management and a seamless user experience, especially in high-stakes, on-site competition scenarios.

The EMS is a platform for organizing, registering, and managing figure skating events, handling logistics like scheduling, music, entries, and results. Previously hampered by a non-mobile-friendly interface, slow load times, and cumbersome processes, our redevelopment aimed to blend utility and aesthetic into a minimalist, user-centric design, placing pivotal importance on the mobile user experience.

As Creative Director, I shaped the vision and execution of the USFS EMS redesign, collaborating closely with a multi-disciplinary team of creative, UX, development, project management, and client stakeholders. I worked to streamline the visual design and interaction patterns, ensuring they aligned with the diverse needs of skaters, coaches, and event managers. By simplifying workflows, improving the information hierarchy, and adopting a mobile-first approach, we transformed a complex, outdated interface into an intuitive and accessible platform. The result is a seamless experience where users can easily register for competitions, manage profiles, and update routines or music, even in high-pressure event settings.

The outcomes were clear: support tickets dropped, traffic increased, the project scope expanded, and we garnered positive press from industry publications, including U.S. Skating Magazine.