A Leading Global Sport Performance Technology Company
Untangling complexity: From brand catalogue to lead generation channel
AI, Mobile App & Marketplace
March – May 2026
OVERVIEW
After scaling through acquisitions and new products, a global sport tech company had outgrown its website.
A leading global sport performance technology company that had grown significantly through the acquisition of multiple brands, expanding into new products and verticals.
Trusted by the world's most elite sporting organisations, from professional and national teams to universities and clubs across football, basketball, American football, Formula 1 and beyond, the company sits at the highest level of sport performance technology.
As the business scaled, the website needed to evolve from a brand catalogue into a true lead generation channel. One that could serve multiple audiences, reflect the company's industry leadership, and clearly communicate a complex product ecosystem.
This comprehensive UX audit was conducted alongside other disciplines, brand, SEO, tone of voice, and website performance in partnership with studios and agencies to deliver a multi-faceted, thorough evaluation and set of recommendations.
Role
UX Research & Audit
Tools
Figma, Miro, Figjam, Claude
Methodologies
Heuristic evaluation, user journey mapping, persona definition, desk research, competitive analysis
Custom workflow tool
To support the scale of this audit, I built a custom tool with Claude to automate screenshot capture, logging, and annotation of heuristic findings. Read about it here
The Challenge
Balan ce brand clarity, conversion, new B2B and B2C audiences, and industry authority across 13 products, 5 sub-brands, and 100+ countries.
The website had to achieve several interconnected goals simultaneously:
Brand awareness and clarity: Communicating a strong, coherent brand while making sure that each sub-brand felt integrated within the wider ecosystem, distinctive enough to stand on its own, and clearly understood by customers
Conversion: Shifting the website into an effective, funnel-based experience that actively drives leads
New audiences: Catering to new verticals alongside existing ones, across both B2B and B2C
Industry leadership: making sure that the digital experience reflected the company's authority and credibility in sport performance technology
The process
Ran a full UX audit of a complex, multi-brand website: mapped buyer personas and journeys, applied Nielsen's heuristics to the highest-stakes pages, and graded every issue by severity and impact.
I conducted an extensive heuristic review of the website. The work covered:
User journey mapping: Cross-referencing user & buyer personas against the website to assess whether each persona's needs were being met, and at which touchpoints.
Heuristic analysis: A deep dive against Nielsen's 10 usability heuristics, applied to the most critical page types: solution pages, product pages, and about pages.
Key area reviews: Navigation and information architecture, content and messaging, CTAs and conversion, trust and credibility signals, mobile experience, and accessibility.
Issue prioritisation: Every identified issue was graded by severity and impact, with clear recommendations for how the client could address each one.
Outcome
A structured, actionable diagnosis of UX issues and business opportunities to guide the next phase of change.
I presented the findings, insights, and recommendations directly to the client’s team, walking them through the full UX review. The audit was then handed over to guide improvements to their website, giving them a structured, evidence-based foundation to prioritise changes and align their digital experience more effectively with both their users’ needs and their business goals.
I presented the findings and recommendations directly to the client's team, then handed over the full UX review to guide the next phase of website improvements. It gives the client a structured, evidence-based foundation to prioritise changes and align their digital experience more effectively with both user needs and business goals.
HEURISTIC IQ
Built a Chrome-to-Figma pipeline that cut audit documentation time
A 174-page heuristic audit means repetitive screenshot capture, manual logging, sticky-note alignment in Figma, and a documentation bottleneck that threatens to consume the time meant for actual analysis.
So I built a Chrome-to-Figma pipeline a Chrome extension that captures each page and a Figma plugin that drops the captures into structured frames with editable annotations, heuristic tags, and findings, ready to present.
The compression was what made an audit of this scale viable inside the project window. More importantly, it pushed the time back to where it belonged : Analysis & Recommendations.
Heuristic IQ is live and reusable for future audits. See the full story here