Kings Hammer FC

Youth soccer across 12 clubs and 5 regional hubs. A parent trying to sign their kid up for tryouts would land on the site and get lost. Some called the main office and got routed to whoever handled that club. Others gave up.

The people running the clubs couldn't navigate the site either.

We interviewed coaches, directors, and parents. I kept the transcripts and worked through them. Every problem went into a context file, sorted by who felt it. Nothing fancy.

When I sat down to write the discovery deck, I wasn't working from memory.

With the design, same thing. I wasn't trying to remember what someone said three weeks ago. I could go look.

National

→

Hub

→

Club

→

Program

→

Tryouts

Every competitor shows players on a field. It all blends together. We cut them out of the background so each club's color could lead. Two concepts, different tone.

Concept 1

Concept 2

Two directions. Dark and dramatic, players carved out of shadow. Light and energetic, diagonal slashes and open backgrounds. Same foundation, different feeling. Light won for the main site. Dark was saved for Elite, the top tier, where it needed to feel heavier.

A parent arrives knowing one thing: their kid wants to play soccer. Juniors, Academy, Elite. The names don't explain themselves. Different ages, different commitment levels, different costs.

The right program had to feel obvious without a guide.

Four directions. The client wanted pathways, timeline-style, clickable. I built the variants in HTML with Claude. Easier to figure out the interaction in code than in Figma. Then polished the Figma versions for review. The card style won. Easier to compare, obvious to click.

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2

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4 (chosen)

I led product design through Ample. Discovery through launch.