Case Study

Red Zone Games — UX Redesign & Registration Flow Optimization

Restructured navigation and simplified a multi-step registration journey to help coaches move from discovery to deposit with less friction.

Role

UX Designer
Timeline
6 weeks
Tools
Figma, UX Analysis, AI-assisted prototyping, front-end implementation
Scope
Information Architecture, UX Audit, Conversion Flow, Website Redesign

Current Website

The Red Zone Games website serves coaches, parents, and families attending youth football events at AT&T Stadium.

While the site contains important information about events, registration, and travel, the current structure makes key tasks difficult to locate.

Users often need to scroll through dense pages to find information such as:

• event availability
• registration instructions
• hotel bookings
• fan pass purchases

This layout creates friction for coaches trying to quickly understand how to register their team.

The Problem

The Red Zone Games website supports several critical user tasks across different audiences.
Coaches need to:

• view upcoming events
• understand registration requirements
• secure their team’s spot

Parents and families need to:

• purchase fan passes
• find travel and hotel information

However, the existing site structure was organized around content categories rather than user goals.

Key actions such as registering a team or booking travel were visually and structurally deprioritized.
Important information was distributed across multiple pages without a clear progression, making the process especially difficult for first-time visitors.

As a result, users were required to piece together next steps on their own instead of being guided through a clear participation journey.

Constraints

  • The site needed to remain easy for the organization to update internally.
  • Event details and availability change frequently throughout the season.
  • The redesign needed to support multiple events and future expansion.
  • The structure needed to clearly guide first-time coaches through registration.

UX Audit

Early homepage wireframes created in Figma to establish content hierarchy and conversion flow before visual design.

Navigation Hierarchy

Important information such as event dates, registration instructions, and hotel bookings are embedded within long pages rather than organized through structured navigation.

This makes it difficult for users to quickly locate what they need.

Information Density

Pages contain large amounts of information without clear visual grouping.

Users must scan long sections to find key actions such as purchasing fan passes or contacting organizers.

Weak Conversion Path
The site contains several calls to action, but they are not consistently prioritized.

Coaches looking to register a team may not immediately recognize the next step in the process.

Structure & Key Decisions

  • Reorganized the site architecture around primary user tasks.
  • Created dedicated pages for Events, Registration, Fans, Travel, FAQ, and Contact.
  • Introduced event cards to make upcoming tournaments easier to scan.
  • Designed a step-by-step registration explanation to clarify the process.
  • Elevated primary calls-to-action such as “Register Team” and “Hold Your Spot.”

Wireframes

Early homepage wireframes were created in Figma to establish clear event messaging, conversion hierarchy, and a simplified registration path before visual design.

Hero & Event Conversion Entry

The hero prioritizes a single primary action — securing a team spot — supported by strong credibility signals (teams served, years running, event frequency). This structure reduces cognitive load and immediately communicates legitimacy.
Registration Path Simplification
A step-based layout was designed to clearly communicate the deposit-first registration model and reduce uncertainty around required actions. Breaking the process into stages improves scannability and confidence.
Final CTA Reinforcement
A high-contrast closing section reinforces urgency and guides undecided visitors toward registration or contact. Supporting FAQs and trust content were placed above this point to prepare users for conversion.

Wireframes

Early homepage wireframes created in Figma to establish content hierarchy and conversion flow before visual design.

Hero & Primary Value Proposition

Early homepage wireframes created in Figma to establish content hierarchy and conversion flow before visual design.

Pool Model Exploration Section
Card layout designed for quick visual comparison.
Closing Conversion Section
Trust signals and CTA reinforce inquiry.

Key Screens

View Full Page

Homepage

Pool Model Grid

Installation Process

Gallery Section

Service Area

Quote Request Form

Redesign Overview

The redesigned site introduces a clearer structure and task-focused navigation.

Key improvements include:

Event Discovery
Upcoming events are presented as structured cards that make it easy for coaches to compare dates and availability.
Guided Registration
The registration process is now explained through a simple step-by-step structure, helping first-time teams understand how to secure their spot.
Audience-Based Content
Information is organized by user type:

• Coaches
• Fans
• Traveling families

This allows users to quickly find the information most relevant to them.

Outcome

Key improvements include:

  • clearer primary CTA hierarchy reduces hesitation

  • step-based structure supports commitment psychology

  • deposit framing lowers perceived risk

The new architecture also allows the organization to scale the website as new events and locations are added.

Reflection

With additional time, I would expand the site to include event-specific landing pages and deeper informational resources tailored to both teams and families.

This project reinforced how important it is to structure websites around user goals rather than internal content organization.

When key decisions (e.g. securing a team spot) are supported by clear navigation, progressive disclosure, and well-placed calls to action, users can move forward with greater confidence.

By simplifying navigation and clarifying the registration journey, the redesign helps teams more easily understand how to participate in Red Zone Games events while creating a scalable structure for future growth.

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