After identifying the main issues by collecting feedback from club members and other stakeholders, I proposed a restructuring strategy to the charity's board based on three key measurable objectives :
This challenge is all the more stimulating as it requires me to be very transparent with the charity in the design of the website. My goal is not simply to deliver a new design system, mock-ups or a functional website, but to organise the project in such a way as to encourage their autonomy at the end of my assignment.
I want the club's volunteers and employees, who are not mastering CMS tools, to be able to manage the website independently: publish articles, edit photos, update prices, etc.
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The solution is based on simplifying the user experience. Each tab and each page of the website must directly address one of the three objectives defined in the scope.
The website acts as a showcase: it must enable new members to discover the club and encourage them to come for a trial session, and only that. The objective is not to sell memberships online, but to convince the practitioner to come and try out the discipline at the club.
That is why there is a call to action for a trial session on every page. Then, it is up to the coaches and volunteers to convince interested participants to become members.
Objectives must be clear, specific and prioritised: having too many competing objectives reduces commitment and effectiveness (Locke & Latham, 2002).
We also decided to highlight the club's strengths in the mock-ups, particularly what sets it apart from other organisations: more affordable rates than the competition, a strong human dimension with the presentation of the office, but also the club's competitive and charity DNA, which is likely to attract practitioners looking for a structured federal framework.
Finally, special attention was also paid to the representation of women on the website: members, volunteers, coaches, competitors and charity managers. Gender parity is visible and embraced, which is reassuring and encourages trial requests from both women and men.
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The mock-ups have been approved by the organisation and the website is currently being developed using the Webflow CMS. The website is scheduled to launch in spring 2026.
The results will be measured using objective data: number of trial session requests, change in female membership rates, website traffic and conversion rates.
Enhance the home page of a rental application to clarify its concept and convert ghost visitors into regular users.
Designing and managing the dev of a SaaS-type MVP for sports equipment rental companies in a highly competitive market. A product managed from start to finish and sold within a few months.
