USAS Registration and Team Managment
I led the design of USA Softball’s digital experience to streamline operations and enhance direct engagement with its 1 million players.
Role: Lead Product Designer, I completed the end-to-end x-platform audit and redesign collaborating with backend engineering and stakeholders to deliver a scalable solution for USAS development team.
Strategic Alignment: I worked with USAS stakeholders, including product managers, and C-suite leaders, to align project goals and define success metrics.
Duration: July - September 2024
Outcome: Buyin and successful development handoff
USAS Organization
USA Softball is the governing body for softball in the United States
It is recognized by the United States Olympic Committee. It is pivotal in promoting, developing, and regulating the sport at all levels, from grassroots participation to elite national teams.
Works with 67 local associations nationwide, each managing their own regions, teams, and registration processes.
Hosts over 20,000 tournaments annually, catering to various skill levels and age groups.
Supports the USA Softball Women’s and Men’s National Teams, which compete in global events like the Olympics, World Championships, and Pan American Games.
Organization Challenge
USA Softball’s decentralized structure posed significant challenges in delivering a consistent experience for its nationwide players. Their concerns centered around the brittle nature of the USAS brand and its ability to govern across its associations and events.
Process
Stakeholder Discovery
To understand organizational goals, operational pain points, and stakeholder expectations. I conducted in-depth interviews with USA Softball stakeholders, including regional directors, team administrators, and key decision-makers.
Each region operated independently, creating inconsistencies in registration and billing.
Stakeholders needed tools to manage rosters efficiently and ensure compliance with league rules.
A lack of direct communication channels with players limited USA Softball’s ability to promote its brand and offerings.
In-depth Use Case and UX Audit findings
I mapped the end-to-end registration journey and identified friction points. Collected and analyzed existing registration workflows from various regions. Documented user pain points and bottlenecks in registration, billing, and compliance processes.
Complex, fragmented processes frustrated team admins and parents.
Lack of standardization delayed revenue collection and created compliance risks.
Users lacked a centralized platform to manage team rosters and payments.
Synthesis
Primary Use Cases
Head Coach/Admin: Focused on roster management and ensuring compliance.
Building a team/finding their players
Registering a team for a tournament.
Collecting player fees and ensuring timely payments.
Managing rosters and ensuring players meet eligibility requirements.
Must themselves register and undergo a background check
Player and Parent/Guardian: Seeks a simple, fast registration and management
Clear payment options and registration for underage players.
Manage their player as they grow
Finding their team seasonally
Register for tournaments
Player ID card and number for dues tracking and tournament play
App Player Setup
ID Card Creation Wireflow
Final Account and Profile Creation Screens
Web Account Management
Outcome
All recommended solutions were adopted by USA Softball for internal development, ensuring alignment with their organizational goals and fostering long-term scalability.
Improved User Experience
Simplified registration reduced frustration for parents and coaches.
Centralized tools streamlined operations for regional directors.
Enhanced Revenue Collection: Standardized billing processes accelerated payment timelines.
Stronger Brand Connection: Direct communication channels and an updated digital presence reinforced USA Softball’s relationship with its members.
Operational Efficiency: Compliance tools reduced risks associated with age fraud, insurance gaps, and non-payment.