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Structuring the Digital and Operational Experience for a Sports School

Redesigning the user journey and internal processes to improve communication, engagement, and growth potential

Project Overview

Arena F22 is a sports school focused on footvolley, offering a safe, fun, and well-equipped space for more than 300 students. The goal of this project was to understand the student experience, identify operational gaps, and recommend digital tools and strategies to improve communication, class scheduling, and student engagement.
 

As the Product Designer, I led the research, journey mapping, benchmarking, and tool evaluation — proposing both short-term and future-focused solutions.

Target Audience

Two main profiles were identified:

  • Sports lovers: People already engaged with footvolley, motivated by progression and community

  • Enthusiasts: Newcomers interested in trying out the sport and learning more about it

User Journey & Pain Points

We mapped the full journey shared by both profiles, identifying structural friction points in 3 key macro steps:

  1. Exploration – Where users become aware of Arena and start comparing options

  2. Initiation – First contact and trial experience

  3. Bonding – Regular classes, payments, and relationship with the brand​

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During this mapping, we categorized problems into 5 structural areas:

  • Financial

  • Administrative

  • Employee management

  • Public relations

  • Process standardization

Strategic Solutions by Journey Stage

Exploration

Problem: Limited information and unclear first contact
Recommendation:

  • Launch a landing page with clear service details and trial class booking

  • Enhance Instagram with sport-related content and school dynamics

Initiation

Problem: Disorganized registration and unclear pricing
Recommendation:

  • Centralize registration in one tool

  • Standardize registration processes

  • Offer flexible payment options and plan visibility

Bonding

Problem: Lack of visibility on student progress and events
Recommendation:

  • Implement a booking + payment system

  • Track and display student progress (for both teachers and students)

  • Improve visibility of events and school benefits

Competitor & Tool Benchmark

We analyzed competitors’ digital presence — mainly Instagram-driven — and tested several software tools based on usability, adaptability, and ability to solve the identified structural issues.

Tools were only recommended after passing usability tests and aligning with Arena’s operational capacity.

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Suggested Tools & Implementation Strategy

We recommended a phased rollout of solutions, considering Arena’s scale and structure:
 

✅ Phase 1 – Process Automation

  • Centralize information

  • Improve data visibility and student records
     

✅ Phase 2 – Communication & Scheduling

  • Improve digital presence

  • Enable easier class bookings
     

✅ Phase 3 – Evolving the Experience

  • Build student loyalty through content, events, and personalized touchpoints

  • Plan for custom system development in the future

Opportunities Identified

🛍️ Online Shop – Sell uniforms and sports gear directly through the platform
🤝 Institutional Partnerships – Attract new audiences (e.g., university partnerships like Estácio)
🎉 Experience-Based Engagement – Create welcome kits, student benefits, and internal/external events

Outcome

This project helped Arena structure its user experience and internal operations, laying the foundation for future digital transformation. The insights generated became a roadmap for process improvement, tool adoption, and growth strategies aligned with the students’ real needs.

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