Their original site introduced the brand but it wasn’t designed to support real-time content. I was part of the team that redesigned the existing website into a platform ready to go live: dynamic, clear, and designed to keep fans engaged before, during and after each race.

The client asked us to redesign the site from the ground up, making it more dynamic, mobile-first, and engaging for a younger audience. The new site needed to build hype in the days leading up to each event, support live coverage as races unfolded and reinforce the league’s identity as the premier competitive stage for track & field athletes.

I wrote the scripts and helped conducted the user interviews with younger track & field fans, sourced through userinterview.com. Their input shaped the foundation of the experience. From there, I created wireframes, a UI kit, and high-fidelity designs in Figma, along with microinteractions and animations using Framer and Unicorn Studio. We used Strapi as the CMS to manage blog content and athlete profiles, enabling faster updates during events.