Gorin Sports Academy: Website Architecture & Experience Redesign
Gorin Sports Academy: Website Architecture & Experience Redesign
Website had grown into a complex ecosystem of around 150 pages, with fragmented navigation, inconsistent page structures and a visual experience that no longer reflected the scale of the academy. I rebuilt the information architecture, simplified key user journeys, and created a new responsive visual system designed to scale across sports, programs and locations.
Client
Gorin Sports Academy
Year
2026
Category
UX/UI | Information Architecture | Content Strategy
Challenge
Challenge
Users were getting lost between overlapping pages, unclear navigation and inconsistent layouts. At the same time, the business was expanding beyond tennis, so the existing structure could no longer scale.
Users were getting lost between overlapping pages, unclear navigation and inconsistent layouts. At the same time, the business was expanding beyond tennis, so the existing structure could no longer scale.
Challenge
Users were getting lost between overlapping pages, unclear navigation and inconsistent layouts. At the same time, the business was expanding beyond tennis, so the existing structure could no longer scale.
My approach
My approach
I started with a full audit of the existing site, reviewing approximately 150 pages to understand how content, SEO pages, programs and locations were currently structured.
I mapped duplicated and overlapping content, identified where navigation paths became unclear, and analysed competing sports academy websites to understand common patterns across multi-program and multi-location experiences.
For user research, I created the interview questions for parents and players. The client team conducted the conversations directly and shared the findings with me, which helped surface recurring points of confusion around program selection, age and skill level, locations and registration.
Once the new architecture was defined, I used Relume to rapidly explore early wireframes and page structures. I then developed the final UX/UI, responsive layouts and visual system in Figma.
I started with a full audit of the existing site, reviewing approximately 150 pages to understand how content, SEO pages, programs and locations were currently structured.
I mapped duplicated and overlapping content, identified where navigation paths became unclear, and analysed competing sports academy websites to understand common patterns across multi-program and multi-location experiences.
For user research, I created the interview questions for parents and players. The client team conducted the conversations directly and shared the findings with me, which helped surface recurring points of confusion around program selection, age and skill level, locations and registration.
Once the new architecture was defined, I used Relume to rapidly explore early wireframes and page structures. I then developed the final UX/UI, responsive layouts and visual system in Figma.
My approach
I started with a full audit of the existing site, reviewing approximately 150 pages to understand how content, SEO pages, programs and locations were currently structured.
I mapped duplicated and overlapping content, identified where navigation paths became unclear, and analysed competing sports academy websites to understand common patterns across multi-program and multi-location experiences.
For user research, I created the interview questions for parents and players. The client team conducted the conversations directly and shared the findings with me, which helped surface recurring points of confusion around program selection, age and skill level, locations and registration.
Once the new architecture was defined, I used Relume to rapidly explore early wireframes and page structures. I then developed the final UX/UI, responsive layouts and visual system in Figma.
Design solution
Design solution
01. A clearer information architecture
I rebuilt the site structure around the questions users actually arrive with: which sport they are interested in, which program fits their age and level, where it is available and how to register.
Instead of exposing the complexity of approximately 150 individual pages, the redesign organises content into a smaller set of consistent page types and navigation patterns.
02. A structure that scales beyond tennis
The new architecture was designed to support Gorin’s transition from a tennis-focused business into a multi-sport academy.
Sports, programs and locations now follow a repeatable structure that can expand without recreating the page sprawl of the previous website.
03. Clearer paths to registration
Program and location pages now follow a more consistent hierarchy, making key decision information easier to scan and keeping registration actions visible throughout the journey.
04. A reusable responsive system
Rather than redesigning each page individually, I created reusable page templates and components across desktop and mobile, allowing the development team to scale the experience consistently across sports, programs and locations.
01. A clearer information architecture
I rebuilt the site structure around the questions users actually arrive with: which sport they are interested in, which program fits their age and level, where it is available and how to register.
Instead of exposing the complexity of approximately 150 individual pages, the redesign organises content into a smaller set of consistent page types and navigation patterns.
02. A structure that scales beyond tennis
The new architecture was designed to support Gorin’s transition from a tennis-focused business into a multi-sport academy.
Sports, programs and locations now follow a repeatable structure that can expand without recreating the page sprawl of the previous website.
03. Clearer paths to registration
Program and location pages now follow a more consistent hierarchy, making key decision information easier to scan and keeping registration actions visible throughout the journey.
04. A reusable responsive system
Rather than redesigning each page individually, I created reusable page templates and components across desktop and mobile, allowing the development team to scale the experience consistently across sports, programs and locations.
Design solution
01. A clearer information architecture
I rebuilt the site structure around the questions users actually arrive with: which sport they are interested in, which program fits their age and level, where it is available and how to register.
Instead of exposing the complexity of approximately 150 individual pages, the redesign organises content into a smaller set of consistent page types and navigation patterns.
02. A structure that scales beyond tennis
The new architecture was designed to support Gorin’s transition from a tennis-focused business into a multi-sport academy.
Sports, programs and locations now follow a repeatable structure that can expand without recreating the page sprawl of the previous website.
03. Clearer paths to registration
Program and location pages now follow a more consistent hierarchy, making key decision information easier to scan and keeping registration actions visible throughout the journey.
04. A reusable responsive system
Rather than redesigning each page individually, I created reusable page templates and components across desktop and mobile, allowing the development team to scale the experience consistently across sports, programs and locations.
Business impact
Business impact
The redesign is complete from the design side and has been handed off to development. The new site is currently being implemented on the existing Gorin platform.
The project transformed a fragmented website into a clearer, scalable system designed to support both current users and future business expansion.
→ ~150 existing pages audited and reorganised into a clearer content system
→ Scalable architecture created for multiple sports, programs and locations
→ Consistent UX and page templates introduced across desktop and mobile
→ End-to-end ownership from audit and research planning through IA, UX/UI and developer handoff
The redesign is complete from the design side and has been handed off to development. The new site is currently being implemented on the existing Gorin platform.
The project transformed a fragmented website into a clearer, scalable system designed to support both current users and future business expansion.
→ ~150 existing pages audited and reorganised into a clearer content system
→ Scalable architecture created for multiple sports, programs and locations
→ Consistent UX and page templates introduced across desktop and mobile
→ End-to-end ownership from audit and research planning through IA, UX/UI and developer handoff
Business impact
The redesign is complete from the design side and has been handed off to development. The new site is currently being implemented on the existing Gorin platform.
The project transformed a fragmented website into a clearer, scalable system designed to support both current users and future business expansion.
→ ~150 existing pages audited and reorganised into a clearer content system
→ Scalable architecture created for multiple sports, programs and locations
→ Consistent UX and page templates introduced across desktop and mobile
→ End-to-end ownership from audit and research planning through IA, UX/UI and developer handoff
More Works More Works
More Works More Works
Eligible to work in the EU (no sponsorship required).
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Eligible to work in the EU (no sponsorship required).
Go Back To Top