PickleCoach
User research for pickleball coaches application
Role: UX designer
Duration: 4 weeks
Tools: Figma, Illustrator
Introduction
Pickleball is the fastest-growing sport in the U.S. and Canada, drawing interest from young and older individuals. For this project, I collaborated with a company interested in coaching, providing them with a platform to target and connect with players and offer their services.
The PickleCoach app serves as a platform for coaches, enabling them to market their services, book coaching sessions with players or groups more easily, and efficiently manage their clients and bookings. The sign-up process is quick and straightforward. For those interested, a premium version of the app is available.
Throughout this project, I worked with a team of two other UX designers. Together, we conducted thorough UX research to better understand the market, competitors, and the needs of potential users. The project spanned four weeks, encompassing competitor analysis, sketching, prototype testing, and the design of high-fidelity screens.
The Problem
PICKLEBALL COACHES FACE LIMITED MARKETING OPTIONS
Pickleball is a rapidly growing sport, and numerous new players are actively seeking coaches to enhance their skills. However, pickleball coaches currently face limited marketing options to promote their services and connect with players in need.
GOALS
Facilitate user-friendly promotion of coaching services on the platform.
Simplify and enhance the app sign-up process for ease of use and accessibility.
Assist coaches in managing events, booking sessions, and tracking clients.
USERS
Individuals aged 20-30 who use smartphones and seek to promote their side job as pickleball coaches.
The Solution
CREATE A DEDICATED COACHES’ APP FOR MATCHING WITH PLAYERS
Through my research, I observed that pickleball coaches are actively seeking additional avenues to promote their services beyond relying on social media. Introducing a dedicated app for coaches, and facilitating matchmaking with players in their area seeking coaching, can offer a valuable solution to boost coaching sessions. In addition to facilitating player-coach connections, the app assists coaches in managing their booking sessions, client lists, and payment processes.
RESEARCH
OPTIMIZING THE SIGN-UP PROCESS AND UNDERSTANDING THE USERS’ NEEDS
HEURISTIC ANALYSIS
DRAWING INSPIRATION FROM OTHER APPS FOR SERVICE PROVIDERS
One of the primary outcomes required from the company I was working with was to provide an easy, yet in-depth, sign-up process for the app. This process needed to furnish app managers with enough information to approve a new coach signing up while ensuring it was not overwhelming or excessively lengthy for users.
To achieve this goal, I sought inspiration from various apps that offer platforms for service providers and require an in-depth sign-up process. The apps I analyzed included Rover, CoachUp, and Coach Now.
The key insights I gained from this competitive analysis are:
Breaking the sign-up into sections- Breaking the sign-up process into sections, rather than one long continuous section, can help make the process appear less overwhelming.
Photo Identification- Taking a photo of the user holding their ID can serve as an effective solution to confirm the user's identity.
Saved Sign-up Stages- To assist users in completing the sign-up process, each stage, once completed, is saved and marked with a 'V' to confirm completion. This ensures users can return at any time to finish the sign-up process without starting from the beginning.
Reviewing these apps provided valuable insights and informed my strategy for addressing the issue.
USERS SURVEYS
TWO SETS OF SURVEYS: ONE FOR PLAYERS AND ONE FOR COACHES
COACHES SURVEY- To better understand the needs of users (young pickleball coaches), I conducted an online survey and distributed it to various coaches. The goal was to grasp their actual needs, discern the essential information they find valuable to showcase in their profiles and identify their preferred communication methods with clients. Thirteen pickleball coaches filled out the surveys, providing valuable insights into the users' needs.
PLAYERS SURVEY- While coaches are my primary target audience, it was essential to also comprehend the needs of the players who will be seeking coaches. To enhance the entire player-coach matching process, I conducted an online survey for various pickleball players, providing me with a deeper understanding of their needs.
The main insights from the surveys are:
COACHES:
The most important things they would like to include in their profile are: Certifications, experience, location, ratings, and bio.
Their preferred means of communication is through text messages or email.
Currently, they primarily rely on word of mouth and social media for marketing but are exploring other efficient ways to find players.
PLAYERS:
Things they most care about when picking a coach: rates, availability, location, and rating.
Their preferred means of communication is through text messages.
80% of the players hired a pickleball coach before.
USERS INTERVIEWS
My team and I conducted five interviews with pickleball coaches who expressed their desire to book more coaching sessions with players and explore additional avenues to find players. These interviews were conducted remotely via video chat.
A few insights from the interviews:
For the utilization of a dedicated app, the sign-up process must be straightforward and efficient.
Coaches wish to showcase their target audience to ensure clients are the right fit.
Coaches with certifications and qualifications emphasize the significance of promoting their credentials.
To continue utilizing the app for booking sessions (with a percentage of the payment going to the app), there must be a compelling incentive provided by the app.
“I usually use Calendly to help book sessions, so a dedicated app must have a good and efficient booking system for me to use it” (interviewee Ben R.)
PERSONA
BRAD- A 21-YEAR-OLD, SERVER AT NIGHT, COACH AT DAY
The persona I created is a 21-year-old graduate student, working as a server at night, and coaching pickleball on the side for additional income. This persona was developed through an in-depth conversation with PickleCoach company, aiming to precisely identify the target users and understand the audience they are trying to reach with the app.
JOBS TO BE DONE
I created job statements and need statements based on my findings:
Job statements:
Main Job: Develop an efficient method for matching pickleball coaches with players
Relate Job: Enhance matching capabilities by utilizing a dedicated pickleball app platform
Relate Job: Encourage app usage by providing a user-friendly and secure platform
Need statements:
Feel motivated by easy-to-use service
Optimize the sign-up process for maximum simplicity
Boost the motivation of young coaches to register on the app and provide their services
HMW QUESTIONS
THE PROBLEM: PICKLEBALL COACHES AND PLAYERS DON’T HAVE AN EFFICIENT WAY TO BE MATCHED
How might we make registration quick and easy without compromising thoroughness?
How might we ensure players (and coaches) feel safe using a dedicated app?
How might we make the coaches' availability clear and easily accessible on a dedicated app?
IDEATION
SOLUTION: DEDICATED APP FOR PICKLEBALL COACHES AND PLAYERS
Based on the results from the players' and coaches' surveys, there is a clear need for a dedicated app that facilitates connections between coaches and players in their area. The concept involves creating an app with two distinct sides: one for players and one for coaches. Leveraging the data stored in the app will facilitate matching between coaches and players based on their specific needs.
EASY SIGN-UP PROCESS
In order to facilitate an easy sign-up process for users, I divided it into four sections that gather only the initial required information to approve a coach profile. Each step, once completed, is saved in the app and marked with a “V” to confirm to the user that the step is completed. At the bottom of the screen, there is a primary button saying 'I'm done' which is not live (transparent) until all four required steps are completed. Then, the user can click on the button to submit their profile.
SIMPLE PROFILE
MINIMIZING THE PROFILE INFO
During the surveys and interviews, it became evident that coaches desire specific key information on their profiles. To maintain simplicity and efficiency, in the 'About You' section, I focused only on gathering essential information important for both coaches and players. This streamlined approach ensures a quick and straightforward sign-up process.
SAFETY FIRST
REQUIRED BACKGROUND CHECK
For security reasons, coaches will be required to undergo a background check, with users covering a $25 fee during the sign-up process. This step ensures verification and approval by the app, confirming their legitimacy as coaches eligible to offer their services.
SITE MAP
USER FLOW
In my user flow, I concentrated on the new coach sign-up process. The sign-up procedure is divided into four sections to ensure a smooth and non-overwhelming experience. Only once all four sections are completed can the user finalize their profile and submit it for review by the app's managers.
SKETCHES
Once my team and I gained a better understanding of the users, we began sketching ideas for the app. This low-cost approach allowed us to start planning the app's visual design. In the sketches, I placed a primary focus on the sign-up process for new coaches, as per the company's request. This was deemed the most crucial aspect for them to address and find an effective solution. Additionally, I emphasized the inclusion of brief informational pages about the app's use to encourage new users to complete the sign-up process.
WIREFRAMES
After conceptualizing the sign-up process in the sketches, I translated the ideas into wireframes to facilitate testing with real users. The primary focus was on the sign-up process, offering a preview of the app's appearance for a coach once their profile is approved. The wireframes encompassed all four mandatory sections of the sign-up process, enabling comprehensive testing of each stage to identify and address issues during user testing.
TESTING
TESTING THE LOW-FIDELITY DESIGNS
Due to time constraints on this project, I conducted a single round of testing, aiming to gather as many insights as possible to maximize its impact. Using the wireframe screens, I tested the app with five potential users, specifically young pickleball coaches. The task assigned was signing up as a new coach, emphasizing their interaction with the app. The focus was on the ease of the sign-up process and the features it offers post-approval of the profile. While overall feedback was positive regarding the sign-up process, key findings highlighted specific issues that need to be addressed.
BACKGROUND CHECK FEE IS A DEAL BREAKER FOR USER
Safety was identified as a key feature the app aimed to provide for players searching for coaches in their area. The company's approach involved conducting a background check on every new coach signing up, with a $25 fee to cover the process. During testing, 3 out of 5 users expressed that the $25 charge for a background check would be a deal breaker, leading them to discontinue the sign-up process. According to these users, background checks are not currently required in their coaching locations, and there are alternative coach apps that don't necessitate a paid background check.
This poses a significant issue that requires addressing. While we don't want to lose users unwilling to pay for a background check, ensuring player safety is paramount. Exploring alternative methods to guarantee player safety without imposing a paid background check is essential.
THE SOLUTION: ID VERIFICATION WITH NO FEE AND OFFER A PREMIUM VERSION OF THE APP
In response to user feedback, I proposed that the company remove the background check, along with its associated fee, from the initial sign-up process. Instead, I suggested implementing a required ID verification stage, a method widely accepted in various platforms for verifying users' identities. This process involves users taking a picture of themselves holding their ID. To address the need for a background check in sensitive cases, such as coaching kids, I recommended introducing a 'premium' version of the app. Users can opt to pay a $25 fee for a background check, gaining access to additional benefits such as coaching kids, early access to tournaments, and more.
DIFFERENT RATES FOR DIFFERENT CLIENTS
Another concern raised by users pertained to the rates page, which only allows the insertion of two sets of rates: one for singles (1 on 1) and one for groups. Coaches expressed dissatisfaction, stating that they typically have different rates for various levels of coaching, and the app does not permit them to create distinct rates for each.
THE SOLUTION: ADDING A BUTTON TO ALLOW USERS TO RATE DIFFERENT TYPE OF PLAYERS
To address this issue, a button in the shape of an open list was added next to the rate field, allowing users to specify rates for different player types. Additionally, a “+” icon was incorporated to facilitate the addition of more rates for various user types. This enhancement ensures the flexibility to set different rates based on the app's classification of players, such as beginners, advanced players, etc.
BEFORE
AFTER
VISUAL STYLE
The company aimed to imbue the app with a vintage look, utilizing green tones to evoke a nostalgic feeling that connects with different generations. The player side of the app has already been designed based on this desired visual style. In creating the coach side, I maintained the overall vintage ambiance and utilized predominantly green tones to ensure visual consistency with the existing player app. The result is a clean and cohesive design.
LOGO
For the logo, the company had some guidelines regarding what they wanted the logo to represent. The idea was to create a logo that looks sporty, and active, with a vintage vibe. I designed a new logo using Illustrator to complement the overall design aesthetic of the app.
COMPONENTS
HIGH FIDELITY SCREENS
After analyzing the results from the wireframe testing, I implemented the necessary changes to the screens and finalized the app's design based on the style guide. This effort resulted in a high-fidelity prototype that the company can now present to investors.
CONCLUSIONS
The objective of this project was to develop a platform facilitating efficient and user-friendly matchmaking for pickleball players and coaches. Designing a straightforward sign-up process, while ensuring the collection of sufficient data, was crucial for delivering high-quality matching results. Key features were identified on both the player and coach sides to enhance the effectiveness of the matching process.
Conducting a competitor analysis provided valuable insights and inspiration from various products addressing similar problem-solving scenarios. This not only saved time in testing and experimenting with different solutions but also contributed to the creation of a creative and simple solution. The success of this approach was validated through user testing.
FLEXIBILITY IS A KEY FOR THE SUCCESS OF A PRODUCT
When I initiated this project, the company outlined key features that were deemed essential for the product. Among these, a safety feature for players was emphasized, necessitating a background check with a $25 fee as part of the sign-up process for new coaches. However, this requirement proved to be a significant constraint and a deal-breaker for potential users, impeding the completion of the sign-up process.
Recognizing the importance of maintaining a safety feature, a creative solution was devised in the form of ID verification and the introduction of a Premium version (including the background check). This innovative approach allows for additional safety measures, particularly in sensitive cases such as coaching kids. Despite the initial mandate for a mandatory background check by the company, the flexibility and adaptability in addressing user concerns led to a solution that maintains a level of safety while meeting the needs of the users.
IF ONLY I HAD MORE TIME
In my opinion, one of the most important aspects is user testing. Ultimately, seeing and hearing user feedback and interaction with the product is paramount. Due to time constraints on this project and the company's request for a high-fidelity prototype, I managed to conduct only one round of testing. While the feedback from this round was extremely helpful and significant, conducting another round of testing could potentially yield even better results with a more refined and polished prototype.
Another aspect that I would have given more thought to if I had more time is the 'Premium' version. It has the potential to be a great avenue for offering additional services and attracting high-quality users if executed in the correct way with the right incentives. This is a feature that is worth investing time and thoughtful consideration.
REFLECTION
EFFICIENT TIME MANAGEMENT IS KEY FOR PROJECT SUCCESS
For this project, I had only 40 hours to come up with a solution that would satisfy the client and be backed up by user feedback. Considering that the client prioritized a high-fidelity prototype at the end of the project, I had to allocate my time in a way that would allow enough time to provide the hi-fi screens, as well as deliver a quality solution supported by feedback and research. I wanted to invest more time in a second round of testing to gather additional feedback and address any issues raised by users. However, it is important to adhere to the client’s requests and provide them with the end product they envision, supported by the best research that can be done within the project's timeframe.
THE IMPORTANCE OF UX
There is no doubt that to solve a problem, research needs to be conducted to gain a deeper understanding, primarily through user feedback, to approach the problem in the best possible way. Ultimately, the product is intended for users, and there should be a high focus on addressing their needs and pain points. In cases where clients may not fully grasp the value of all UX stages, it's important to explain the significance of each stage and the benefits they contribute to the final result. This ensures alignment with the client and promotes effective UX research.
