High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
High-performance Tennis & Racquet ball manufacturer since 1910
Do you know what happens to used tennis balls?
Do you know what happens to used tennis balls?
Do you know what happens to used tennis balls?
Do you know what happens to used tennis balls?
Over 125 million tennis balls end up in landfills every year, causing harm to the environment. Tennis balls are difficult to recycle and take over 400 years to decompose
Over 125 million tennis balls end up in landfills every year, causing harm to the environment. Tennis balls are difficult to recycle and take over 400 years to decompose
Over 125 million tennis balls end up in landfills every year, causing harm to the environment. Tennis balls are difficult to recycle and take over 400 years to decompose
Over 125 million tennis balls end up in landfills every year, causing harm to the environment. Tennis balls are difficult to recycle and take over 400 years to decompose
My role
My role
My role
My role
UX Designer & Researcher
UX Designer & Researcher
UX Designer & Researcher
UX Designer & Researcher
Tools
Tools
Tools
Tools
Figma, Miro, Baymard, Figjam
Figma, Miro, Baymard, Figjam
Figma, Miro, Baymard, Figjam
Figma, Miro, Baymard, Figjam
Duration
Duration
Duration
Duration
12 weeks
12 weeks
12 weeks
12 weeks
Team
Team
Team
Team
2 teammates
2 teammates
2 teammates
2 teammates
How big is the problem?
How big is the problem?
How big is the problem?
How big is the problem?
tennis players in USA are unaware of recycled tennis balls
tennis players in USA are unaware of recycled tennis balls
tennis players in USA are unaware of recycled tennis balls
tennis players in USA are unaware of recycled tennis balls
15.3M/23.6M
15.3M/23.6M
15.3M/23.6M
of rubber waste from tennis balls
of rubber waste from tennis balls
of rubber waste from tennis balls
of rubber waste from tennis balls
20,000tons
20,000tons
20,000tons
tennis balls are defective and get thrown to garbage
tennis balls are defective and get thrown to garbage
tennis balls are defective and get thrown to garbage
tennis balls are defective and get thrown to garbage
13/1000
13/1000
13/1000
Why is this problem important?
Why is this problem important?
Why is this problem important?
Why is this problem important?
01
01
01
01
Throwing balls away after limited use represents a waste of these resources, which could be conserved through sustainable solutions
Throwing balls away after limited use represents a waste of these resources, which could be conserved through sustainable solutions
Throwing balls away after limited use represents a waste of these resources, which could be conserved through sustainable solutions
Throwing balls away after limited use represents a waste of these resources, which could be conserved through sustainable solutions
02
02
02
02
Tennis players are unknowingly contributing to waste buildup of tennis balls because they are unaware of recycling options
Tennis players are unknowingly contributing to waste buildup of tennis balls because they are unaware of recycling options
Tennis players are unknowingly contributing to waste buildup of tennis balls because they are unaware of recycling options
Tennis players are unknowingly contributing to waste buildup of tennis balls because they are unaware of recycling options
03
03
03
03
Recycling initiatives for tennis balls exist but they are underutilized and result in wasted efforts from organizations and companies
Recycling initiatives for tennis balls exist but they are underutilized and result in wasted efforts from organizations and companies
Recycling initiatives for tennis balls exist but they are underutilized and result in wasted efforts from organizations and companies
Recycling initiatives for tennis balls exist but they are underutilized and result in wasted efforts from organizations and companies
04
04
04
04
Penn Tour has started a recycling initiative known as Penn RecycleBalls but, they are facing difficulty gaining attention due to inadequate online engagement
Penn Tour has started a recycling initiative known as Penn RecycleBalls but, they are facing difficulty gaining attention due to inadequate online engagement
Penn Tour has started a recycling initiative known as Penn RecycleBalls but, they are facing difficulty gaining attention due to inadequate online engagement
Penn Tour has started a recycling initiative known as Penn RecycleBalls but, they are facing difficulty gaining attention due to inadequate online engagement
Identifying problem space
Identifying problem space
Identifying problem space
Identifying problem space
How might we drive Penn Tour’s revenue growth and raise awareness about recycling initiatives by engaging environmentally conscious tennis players and promoting sustainable tennis products?
How might we drive Penn Tour’s revenue growth and raise awareness about recycling initiatives by engaging environmentally conscious tennis players and promoting sustainable tennis products?
How might we drive Penn Tour’s revenue growth and raise awareness about recycling initiatives by engaging environmentally conscious tennis players and promoting sustainable tennis products?
How might we drive Penn Tour’s revenue growth and raise awareness about recycling initiatives by engaging environmentally conscious tennis players and promoting sustainable tennis products?
Solution
Solution
Solution
Solution
to decrease carbon footprint and increase company’s profit by recycling
to decrease carbon footprint and increase company’s profit by recycling
to decrease carbon footprint and increase company’s profit by recycling
to decrease carbon footprint and increase company’s profit by recycling
Green Rewards
integration to expand brand presence and increase revenue growth
integration to expand brand presence and increase revenue growth
integration to expand brand presence and increase revenue growth
integration to expand brand presence and increase revenue growth
eCommerce
to establish brand credibility and retain customers
to establish brand credibility and retain customers
to establish brand credibility and retain customers
to establish brand credibility and retain customers
Loyalty rewards
Jump to prototype
Jump to prototype
Jump to prototype
Jump to prototype
Key Metrics - Baymard
Key Metrics - Baymard
Key Metrics - Baymard
Key Metrics - Baymard
To seamlessly incorporate eCommerce, Baymard institute was used to analyze the existing website and identify areas of improvement from a sales perspective
To seamlessly incorporate eCommerce, Baymard institute was used to analyze the existing website and identify areas of improvement from a sales perspective
To seamlessly incorporate eCommerce, Baymard institute was used to analyze the existing website and identify areas of improvement from a sales perspective
To seamlessly incorporate eCommerce, Baymard institute was used to analyze the existing website and identify areas of improvement from a sales perspective
Baymard Score of the existing website
Baymard Score of the existing website
Baymard Score of the existing website
Baymard Score of the existing website
- 4.2
- 4.2
- 4.2
- 4.2
Baymard Score of the redesigned website
Baymard Score of the redesigned website
Baymard Score of the redesigned website
Baymard Score of the redesigned website
85.7
85.7
85.7
85.7
Key Metrics - Usability Testing
Key Metrics - Usability Testing
Key Metrics - Usability Testing
Key Metrics - Usability Testing
To validate the effectiveness of the design decisions and users’ experience, usability testing was conducted with five participants They performed five key tasks on the redesigned website
To validate the effectiveness of the design decisions and users’ experience, usability testing was conducted with five participants. They performed five key tasks on the redesigned website
To validate the effectiveness of the design decisions and users’ experience, usability testing was conducted with five participants. They performed five key tasks on the redesigned website
To validate the effectiveness of the design decisions and users’ experience, usability testing was conducted with five participants. They performed five key tasks on the redesigned website
Participants
Participants
Participants
Participants
05
05
05
Average Success Score
Average Success Score
Average Success Score
Average Success Score
96%
96%
96%
Average Time Taken
Average Time Taken
Average Time Taken
Average Time Taken
4m 12s
4m 12s
4m 12s
87.4%
87.4%
87.4%
Direct Success
Direct Success
Direct Success
Direct Success
Direct navigation to correct links
Direct navigation to correct links
Direct navigation to correct links
Direct navigation to correct links
6.1%
6.1%
6.1%
Direct failure
Direct failure
Direct failure
Direct failure
Direct navigation to incorrect links
Direct navigation to incorrect links
Direct navigation to incorrect links
Direct navigation to incorrect links
How did we achieve the metrics?
How did we achieve the metrics?
How did we achieve the metrics?
How did we achieve the metrics?
Phase 01
Phase 01
Phase 01
Secondary research
Secondary research
Secondary research
User surveys
User surveys
User surveys
User interviews
User interviews
User interviews
Story board
Story board
Story board
Phase 02
Phase 02
Phase 02
Journey mapping
Journey mapping
Journey mapping
Affinity mapping
Affinity mapping
Affinity mapping
Heuristic Evaluation
Heuristic Evaluation
Heuristic Evaluation
Competitive Analysis
Competitive Analysis
Competitive Analysis
Phase 03
Phase 03
Phase 03
Site map & User flow
Site map & User flow
Site map & User flow
Lo-fi wireframes
Lo-fi wireframes
Lo-fi wireframes
Hi-fi wireframes
Hi-fi wireframes
Hi-fi wireframes
Usability testing
Usability testing
Usability testing
Phase 01
Phase 01
Phase 01
Phase 01
Conducted 8 interviews of tennis players and coaches and distributed survey forms to uncover key pain points and opportunities to promote sustainable practices in tennis and drive revenue growth for Penn Tour
Conducted 8 interviews of tennis players and coaches and distributed survey forms to uncover key pain points and opportunities to promote sustainable practices in tennis and drive revenue growth for Penn Tour
Conducted 8 interviews of tennis players and coaches and distributed survey forms to uncover key pain points and opportunities to promote sustainable practices in tennis and drive revenue growth for Penn Tour
Conducted 8 interviews of tennis players and coaches and distributed survey forms to uncover key pain points and opportunities to promote sustainable practices in tennis and drive revenue growth for Penn Tour
Participant 03
"I didn’t know recycling tennis balls was even an option. If Penn could offer an easy way to do it, I think a lot of players would get on board"
Participant 03
"I didn’t know recycling tennis balls was even an option. If Penn could offer an easy way to do it, I think a lot of players would get on board"
Participant 03
"I didn’t know recycling tennis balls was even an option. If Penn could offer an easy way to do it, I think a lot of players would get on board"
Participant 07
“ I tell my students to use Penn Tour’s tennis balls because they are excellent. However, they don’t sell balls from their website. I wish they would”
Participant 07
“ I tell my students to use Penn Tour’s tennis balls because they are excellent. However, they don’t sell balls from their website. I wish they would”
Participant 07
“ I tell my students to use Penn Tour’s tennis balls because they are excellent. However, they don’t sell balls from their website. I wish they would”
72%
21%
7%
Unaware of recycling
Unaware of recycling
Unaware of recycling
Unaware of recycling
Somewhat aware
Somewhat aware
Somewhat aware
Somewhat aware
Aware of recycling
Aware of recycling
Aware of recycling
Aware of recycling
89%
11%
Interested in recycling initiative
Interested in recycling initiative
Interested in recycling initiative
Interested in recycling initiative
Not interested
Not interested
Not interested
Not interested
79%
18%
3%
Using Penn Tour balls
Using Penn Tour balls
Using Penn Tour balls
Using Penn Tour balls
Not using Penn Tour balls
Not using Penn Tour balls
Not using Penn Tour balls
Not using Penn Tour balls
Used but didn’t like
Used but didn’t like
Used but didn’t like
Used but didn’t like
Phase 02
Phase 02
Phase 02
Phase 02
Based on the findings from secondary research, interviews and surveys, we conducted affinity mapping and journey mapping to identify prominent patterns and insights
Based on the findings from secondary research, interviews and surveys, we conducted affinity mapping and journey mapping to identify prominent patterns and insights
Based on the findings from secondary research, interviews and surveys, we conducted affinity mapping and journey mapping to identify prominent patterns and insights
Based on the findings from secondary research, interviews and surveys, we conducted affinity mapping and journey mapping to identify prominent patterns and insights
Takeaway from research synthesis
Takeaway from research synthesis
Takeaway from research synthesis
Takeaway from research synthesis
Users want to feel satisfied from supporting a brand that values sustainability
Users want to feel satisfied from supporting a brand that values sustainability
Users want to feel satisfied from supporting a brand that values sustainability
Users want to feel satisfied from supporting a brand that values sustainability
Recycling
Recycling
Recycling
Users want the ability to order tennis balls in bulk online and earn rewards for their purchases
Users want the ability to order tennis balls in bulk online and earn rewards for their purchases
Users want the ability to order tennis balls in bulk online and earn rewards for their purchases
Users want the ability to order tennis balls in bulk online and earn rewards for their purchases
Reward points
Reward points
Reward points
Users need accurate tennis ball product categorization on the website
Users need accurate tennis ball product categorization on the website
Users need accurate tennis ball product categorization on the website
Users need accurate tennis ball product categorization on the website
Categorization
Categorization
Categorization
Phase 03
Phase 03
Phase 03
Phase 03
After decoding the takeaways, the questions was ‘How will users navigate through the website?
This led us to develop a user flow to understand how users will navigate checkout, tracking rewards and recycling products
After decoding the takeaways, the questions was ‘How will users navigate through the website?
This led us to develop a user flow to understand how users will navigate checkout, tracking rewards and recycling products
After decoding the takeaways, the questions was ‘How will users navigate through the website?
This led us to develop a user flow to understand how users will navigate checkout, tracking rewards and recycling products
After decoding the takeaways, the questions was ‘How will users navigate through the website?
This led us to develop a user flow to understand how users will navigate checkout, tracking rewards and recycling products
Input
High fidelity wireframes
High fidelity wireframes
High fidelity wireframes
High fidelity wireframes
Based on the research synthesis and user flow, we designed high-fidelity prototype targeting user challenges. To ensure a seamless integration of eCommerce and recycling initiative, a style guide was established that aligned with the Penn’s existing design language for consistency
Based on the research synthesis and user flow, we designed high-fidelity prototype targeting user challenges. To ensure a seamless integration of eCommerce and recycling initiative, a style guide was established that aligned with the Penn’s existing design language for consistency
Based on the research synthesis and user flow, we designed high-fidelity prototype targeting user challenges. To ensure a seamless integration of eCommerce and recycling initiative, a style guide was established that aligned with the Penn’s existing design language for consistency
Based on the research synthesis and user flow, we designed high-fidelity prototype targeting user challenges. To ensure a seamless integration of eCommerce and recycling initiative, a style guide was established that aligned with the Penn’s existing design language for consistency
Green Rewards
Transforming sustainability into rewards
Transforming sustainability into rewards
The Green Reward Initiative page was designed to provide users with clear and engaging information about the program, encouraging participation in sustainability efforts
The page begins with a compelling headline and statistics to instantly capture users' attention
The Green Reward Initiative page was designed to provide users with clear and engaging information about the program, encouraging participation in sustainability efforts
The page begins with a compelling headline and statistics to instantly capture users' attention
eCommerce Integration
To drive revenue growth & expand market presence
To drive revenue growth & expand market presence
To drive revenue growth & expand market presence
To drive revenue growth & expand market presence
A critical aspect of the design was the organization of products into well-defined categories, allowing users to easily browse and filter items based on their interests
From product discovery to checkout, the process was optimized for ease of use, focusing on clear calls-to-action and a user-friendly interface
A critical aspect of the design was the organization of products into well-defined categories, allowing users to easily browse and filter items based on their interests
From product discovery to checkout, the process was optimized for ease of use, focusing on clear calls-to-action and a user-friendly interface
A critical aspect of the design was the organization of products into well-defined categories, allowing users to easily browse and filter items based on their interests
From product discovery to checkout, the process was optimized for ease of use, focusing on clear calls-to-action and a user-friendly interface
A critical aspect of the design was the organization of products into well-defined categories, allowing users to easily browse and filter items based on their interests
From product discovery to checkout, the process was optimized for ease of use, focusing on clear calls-to-action and a user-friendly interface
Integrating a SaaS product
Green Rewards
Green Rewards
Incorporating loyalty rewards to retain customers
Transforming sustainability into rewards
Incorporating loyalty rewards to retain customers
Transforming sustainability into rewards
Customers earn points not only when purchasing tennis balls online but also when they return used tennis balls for recycling
This dual reward system encourages repeat purchases and promotes eco-friendly behavior, fostering deeper engagement with Penn Tour’s sustainability initiatives
The Green Reward Initiative page was designed to provide users with clear and engaging information about the program, encouraging participation in sustainability efforts
The page begins with a compelling headline and statistics to instantly capture users' attention
Customers earn points not only when purchasing tennis balls online but also when they return used tennis balls for recycling
This dual reward system encourages repeat purchases and promotes eco-friendly behavior, fostering deeper engagement with Penn Tour’s sustainability initiatives
The Green Reward Initiative page was designed to provide users with clear and engaging information about the program, encouraging participation in sustainability efforts
The page begins with a compelling headline and statistics to instantly capture users' attention
Integrating a SaaS product
Incorporating loyalty rewards to retain customers
Customers earn points not only when purchasing tennis balls online but also when they return used tennis balls for recycling
This dual reward system encourages repeat purchases and promotes eco-friendly behavior, fostering deeper engagement with Penn Tour’s sustainability initiatives
Jump to prototype
Jump to prototype
Jump to prototype
Jump to prototype
My learnings
My learnings
My learnings
My learnings
It was great to learn from each other and collaborate to enhance user experience contributing to a noble cause
It was great to learn from each other and collaborate to enhance user experience contributing to a noble cause
It was great to learn from each other and collaborate to enhance user experience contributing to a noble cause
It was great to learn from each other and collaborate to enhance user experience contributing to a noble cause
Team work
Team work
Team work
We able to create a more effective solution by continuously iterating on the design based on constructive insights
We able to create a more effective solution by continuously iterating on the design based on constructive insights
We able to create a more effective solution by continuously iterating on the design based on constructive insights
We able to create a more effective solution by continuously iterating on the design based on constructive insights
Feedback loop
Feedback loop
Feedback loop
Research-driven approach helped ensure that the solutions developed were aligned with real-world demands and expectations
Research-driven approach helped ensure that the solutions developed were aligned with real-world demands and expectations
Research-driven approach helped ensure that the solutions developed were aligned with real-world demands and expectations
Research-driven approach helped ensure that the solutions developed were aligned with real-world demands and expectations
Research
Research
Research
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)
I’d love to chat about Design and Desserts
I’m looking forward to talk about any exciting opportunities!
juhimodi1998@gmail.com | LinkedIn
Made with (HOPE & LOVE)