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Grand Slam Performance

UX Design

UX Strategy

Melbourne, Australia
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Timeline:
May 2024 - Jun 2024
Role:
UX Design Advisory & Business Direction
Sector:
Sports & Online Coaching
Grand Slam Performance Project Prototype 1
The Goals
What were the key requirements?
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Increase Conversion Rates
Make their products more accessible and encourage higher conversion rates.
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Improve Website User Experience
A website redesign that improved user experience, navigation, and mobile responsiveness to boost user engagement.
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New Business & Design Direction
A clear business direction and design strategy that would align the website with the GSP's broader business objectives.
The Situation

Grand Slam Performance is a digital coaching business run by Tom Couch, offering online high-performance training programs for athletes.

In March 2024, the business was dealing with low website engagement, high bounce rates and minimal sales. An outdated design, poor information hierarchy and a rigid one-time payment system made it hard for users to navigate the site or commit to a program.

Grand Slam Performance Project Prototype 2
The Task

William was brought in to overhaul the website's UX and interface, with a focus on improving trust and clarity in the value proposition. He also recommended business-facing changes to support conversion and retention.

The goal was to modernise the experience while helping the business appeal to a wider market with more flexible purchasing options.

Grand Slam Performance Project Prototype 5
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Complete Company Branding
Develop a distinctive and cohesive brand identity for the sports walking tour.
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Create a Mobile Application
In Figma, build a fully interactive mobile app prototype.
My Actions
May 2024
Research & Development
  • Conducted a full UX audit of the existing website, identifying issues in navigation, content structure and mobile performance
  • Redesigned the site's layout with a clearer visual hierarchy, updated typography and simplified program categorisation
  • Introduced user-focused landing pages highlighting specific training goals, such as speed, strength and endurance, to help users understand benefits at a glance
Jun 2024
Design Execution
  • Advised on and implemented Afterpay integration to add a lower-cost payment option
  • Developed a lightweight design system for consistency across new and future pages
  • Optimised the mobile experience for users arriving from Instagram
The Results
  • Cut bounce rates by more than 40% in the first month after launch
  • Increased user interaction and session duration
  • Grew sales through an improved checkout flow
  • Strengthened the business's credibility, with the owner reporting a clear uplift in confidence, strategy and customer trust
  • Helped social content convert more effectively, supporting both online sales and longer-term brand recognition
Grand Slam Performance Project Prototype 9
Grand Slam Performance Project Prototype 10
Grand Slam Performance Project Prototype 6
Grand Slam Performance Project Prototype 8
© William Simson 2026 | Wink's Lab | wdsimson@gmail.com
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