Work

About

Contact

Grand Slam Performance

UX Design

UX Strategy

Melbourne, Australia
Location Icon Black
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?
Chart Up Emoji
Increase Conversion Rates
Make their products more accessible and encourage higher conversion rates.
Crystal Ball Emoji
Improve Website User Experience
A website redesign that improved user experience, navigation, and mobile responsiveness to boost user engagement.
Spark Emoji
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 (GSP) is a digital coaching business run by Tom Couch, offering online high-performance training programs for aspiring and professional athletes.

By mid-2024, the business was struggling with low website engagement, high bounce rates and minimal sales. The outdated design, poor information hierarchy and rigid one-time payment system made it difficult for users to navigate the site or commit to training programs.

Grand Slam Performance Project Prototype 2
The Task

I was brought in to overhaul the website’s UX and interface, improve user trust and clarity in the value proposition and suggest business-facing changes that would support conversion and retention.

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

Grand Slam Performance Project Prototype 5
Shooting star emoji
Complete Company Branding
Develop a distinctive and cohesive brand identity for the sports walking tour.
Iphone Emoji
Create a Mobile Application
In Figma, build a fully interactive mobile app prototype.
My Actions
May 2024
Research & Development
  • Conducted a complete 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 that highlighted specific training goals (e.g. speed, strength, endurance) to help users understand benefits at a glance.
Jun 2024
Design Execution
  • Advised and implemented Afterpay integration to offer additional payment options, reducing upfront cost barriers.
  • Developed a lightweight design system to ensure consistency across new and future pages.
  • Optimised the mobile experience for users accessing the site through Instagram.
The Results
  • Bounce rates decreased by over 40% in the first month following the relaunch.
  • Increased user interaction and session duration.
  • Sales increased due to the improved checkout flow.
  • The refreshed site reinforced GSP’s credibility, with the business owner reporting a measurable uplift in confidence, strategy and customer trust.
  • The brand’s social content began converting 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 2025 | Wink's Lab | wdsimson@gmail.com
LinkedIn thumbnail logo
Instagram Thumbnail Logo (Black)
Letter Icon (Black)
Medium Logo
Behance Thumbnail Logo
Dribble Thumbnail Logo