Tennis Identity
ORGANISATION
Tennis Australia
INVOLVEMENT
UX/UI Design
User Flows
Design QA
CHALLENGE
Multiple disconnected Tennis platforms led to fragmented user experiences and duplicated data. The challenge was to design one unified identity solution adaptable to each user group.
STRATEGY
Designed the single sign-on journey and signed-in hub that unify Tennis Australia’s digital channels into a seamless experience for a diverse customer base.
A fragmented experience
Tennis Australia lacks a unified digital identity system, forcing users to navigate multiple platforms and manage separate profiles, creating friction, confusion, and reduced engagement.
20+
entry points with many login credentials
10+
sign up options with different information
10+
different profile pages
Establishing foundations and integrating competitive play apps
Before I joined, an outsourced team had built parts of the core account management journeys. However, inconsistent layouts, unclear hierarchy, and poor legibility made even basic account setup tasks difficult to interpret. The lack of visual and interaction clarity caused misunderstandings among stakeholders.
Key user journeys demonstrate how a single sign-on enables seamless navigation across competitive Tennis platforms.
Due to time constraints, a full redesign wasn’t feasible initially so the focus was on improving the user experience by:
20+
Identifying and listing quick wins to deliver an immediate uplift to the experience.
10+
Mapping out all potential edge cases, including orphan child accounts not linked to parent profiles.
10+
Updating the UI and improving information hierarchy, particularly on cluttered form screens.
Gave the previous designs a much-needed uplift to improve legibility and clarity.
Redesigned email template for MFA prompts and notifications.
Optimized for mobile experience.
Integrating social play apps and introducing a signed-in hub
Beyond integrating ClubSpark with Auth0, the next phase of the Identity stream focuses on resolving account management flow issues and connecting Identity with the new tennis.com.au site. This work is currently ongoing.
The single sign-on experience expands to social play, supported by a new Universal Bar that connects all Tennis platforms through horizontal navigation.
Introducing the signed-in hub and contingency design for technical challenges
While the team addressed post-launch technical backend issues, I collaborated with the Business Analyst and Product Manager in workshops to design ecosystem-wide solutions, including a universal navigation bar as a contingency informed by prior constraints with the AEM sign-in hub.
The signed-in experience on Tennis.com.au allows users to access other Tennis journeys, manage their profile, and update their account settings.
Introducing the Universal Bar, which enables users to navigate seamlessly across Tennis platforms after signing in once.
The links are combined into one drop down on mobile for a more seamless experience.
Added a carousel on the sign-in page to reinforce key values of signing up for an account.
Retrospective
The project successfully migrated 29,000 competitive accounts to Auth0, establishing the foundation for a unified identity system. Several areas still need refinement, including improving account linking logic and streamlining the user experience across platforms.
Tennis Identity has proven more complex than anticipated, with multiple dependencies and governance constraints. As lead designer on this stream, I continue to monitor customer feedback to identify friction points and collaborate with stakeholders to guide ongoing improvements and future iterations.
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