Tennis Australia
OVERVIEW
As part of Tennis Australia's Digital Transformation Program (DTP), the Tennis Identity stream aims to unify the siloed Tennis platforms.
Each project phase focuses on a particular user group.
MY ROLE
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Defined user flows and interaction models based on key insights.
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Collaborated with PMs, developers, and stakeholders throughout design iterations.
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Uplifted the UI to improve clarity, consistency, and accessibility.
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Performed design QA after handoff to ensure implementation quality.
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
Phase 1A -
Establishing foundations and integrating competitive play
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.
APPROACH
Due to time constraints, a full redesign wasn’t feasible in this phase. The focus was on improving the user experience by:
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Identifying and listing quick wins to deliver an immediate uplift to the experience.
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Mapping out all potential edge cases, including orphan child accounts not linked to parent profiles.
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Updating the UI and improving information hierarchy, particularly on cluttered form screens.
In Phase 1A, key user journeys demonstrate how a single sign-on enables seamless navigation across competitive Tennis platforms.
Redesigned email template for MFA prompts and notifications.
Optimized for mobile experience.
Gave the previous designs a much-needed uplift to improve legibility and clarity.
Phase 1B -
Integrating social play and introfucing a signed-in hub
Beyond integrating ClubSpark with Auth0, this phase focuses on resolving account management issues and connecting Identity with the new tennis.com.au site. This work is currently ongoing.
APPROACH
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Facilitated design workshops to define how Tennis platforms connect through horizontal navigation.
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Collaborated with business analysts to refine requirements and prioritise key user needs.
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Mapped the end-to-end experience of the revamped tennis.com.au website, introducing a signed-in state and integrated identity.
In Phase 1B, the single sign-on experience expands to social play, supported by a new Universal Bar that connects all Tennis platforms through horizontal navigation.
The signed-in experience on Tennis.com.au allows users to access other Tennis journeys, manage their profile, and update their account settings.
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.
Introducing the Universal Bar, which enables users to navigate seamlessly across Tennis platforms after signing in once.
Retrospective
Phase 1A successfully migrated 29,000 competitive accounts to Auth0, laying the groundwork for a unified identity system. However, several refinements remain, 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 the lead designer on this stream, I’ll continue to monitor customer feedback to identify friction points and work closely with stakeholders to inform ongoing iterations and future phases.
NEXT PROJECT