Shawn Tallet
← Selected work

Ryzer

Designing distinct paths for two audiences on one platform

Coaches and camp operators came to Ryzer to run, market, and manage camps. Athletes and families came to discover and register for them. I redesigned the information architecture, routing, hierarchy, and content so each audience entered the right journey and reached a clear next step.

Company
Ryzer, a Scorability company
When
2026 · wireframes June 30 · design August 14
My role
Lead content designer
I owned
Audience strategy, journey mapping, information architecture, wireframes, page hierarchy, UX copy, and marketing copy
Collaborators
Executive stakeholders and visual design
Status
Strategic proposal; final production experience took a different direction
Read as

A1

The problem

Two audiences, one homepage, and only one of them buys Ryzer’s platform. Coaches want more revenue and less admin. Athletes want the right camp and a chance to be seen.

Designed Ryzer homepage hero: Better camps start here, over a photo of a smiling coach, with Get started and Learn more buttons.
Fig. A1The first slide in the homepage carousel, from the design round submitted August 14. The copy speaks to the buyer: the coach.

The existing site leaned on Ryzer’s reputation to do the selling.

A2

The lean

I made coaches and camp operators the primary journey: educate them, build trust, and lead to one clear sales action. Athletes and families received direct wayfinding into camp discovery instead of being forced through a buyer-focused pitch.

Ryzer homepage routing The homepage leans heavily toward coaches, leading them through education and proof to buying camp services. Athletes who arrive get wayfinding shortcuts that route them directly to the camp finder. Homepage built for coaches Coaches + operators educate · build trust prove it Athletes + families wayfinding shortcut Buy services Camp finder
Fig. A2.1The routing model. The thick path is the page's real job: move coaches from education to trust to "Get started." The dashed path is the athlete shortcut straight to the camp finder.
Wireframe section: Whether you run camps or attend them, we've got you covered. Two cards: For coaches, You run camps, we'll handle the rest, with a Get started button; For athletes, Get seen at the right camps, with a Find a camp button.
Fig. A2.2Where the shortcut lives on the page. Coaches keep reading; athletes get their own card and a direct "Find a camp" route, echoed by the nav button and the closing CTA.

A3

Two front doors

Each audience lands on a page written in its own language, with one primary action.

Coaches and camp operators

Designed coach landing page hero: For coaches. More revenue. Elite camps. Less legwork. Get started button beside a Scorability dashboard.
  • Speaks toRevenue, time and admin
  • ProofSave time · make money · run the best camp
  • ActionGet started

Athletes and families

Designed athlete landing page hero: For athletes and families. Find camps. Learn skills. Get seen by college coaches. Find a camp and Browse by sport buttons beside a Scorability athlete profile.
  • Speaks toGetting better and getting seen
  • ProofRecruiting chances · coaching · verified measurables
  • ActionFind a camp

The coach headline focuses on the three outcomes camp operators care about: revenue, camp quality, and less administrative work. “More revenue. Elite camps. Less legwork.” says what improves if they buy Ryzer.

Athletes and families are trying to do something different. “Find camps. Learn skills. Get seen by college coaches.” follows their actual progression from discovery to development to recruiting exposure. The language is more active because they came to the site ready to search.

B1

Methodology

Lead with the buyer. Give everyone else a shortcut. Make Ryzer the obvious answer.

  1. Lead with the buyer

    The homepage speaks overwhelmingly to coaches. It educates before it asks, so "Get started" lands as the obvious next step.

  2. Give athletes a shortcut, not a detour

    Athletes who arrive get wayfinding (the nav button, their own card, their own closing CTA) that routes them directly to the camp finder.

  3. Speak each audience's language

    Coaches hear revenue, time back and less legwork. Athletes hear find, learn and get seen.

  4. One primary action per path

    "Get started" for coaches, "Find a camp" for athletes. Even the nav button changes to match the page.

  5. Ship the paths first

    V1 covers the core journeys. Search, sport hubs for SEO, recruiting guides and a commitments wall are staged for V2.

What I pushed back on. I pushed back on treating the homepage like an equal-weight product catalog or forcing coaches and athletes through the same story. My wireframe used one coach-led hero and one primary action, with product detail moved into the body and a direct shortcut for athletes entering camp discovery.

B2

The hero, four ways

Leadership chose a four-slide carousel for the design round. I gave each slide one distinct coach reason to buy, so the format still worked as a coherent sequence rather than four competing pitches.

Slide 1: Better camps start here.
01 · The promise Better camps start here.

Fig. B2From the design round: the promise, then the camp app, camp marketing and camp-day technology.

B3

Follow the path

Pick an audience and follow it from the homepage to its conversion.

  1. Homepage"Better camps start here"
  2. Coach pageMore revenue. Elite camps. Less legwork.
  3. ProofSave time, make money, run the best camp
  4. Cross-sellScorability turns camp data into recruiting data
  5. ConvertGet started: sales form

B4

Wireframe to design

From content-first wireframes in June to a designed homepage in August. The structure held; the design gave it a voice.

Full homepage wireframe
B4.1Homepage wireframe, June
Full designed homepage
B4.2Homepage design, August
Full coach landing page wireframe
B4.3Coach landing page wireframe
Full athlete landing page wireframe
B4.4Athlete landing page wireframe

NoteCompany figures on both homepages are blurred. Scroll inside each frame to see the full page. Faded wireframe sections were staged for later.

B5

Outcome

The proposal established a coherent model for separating Ryzer’s buyer and participant journeys.

Coaches moved through education and proof to a sales form, while athletes bypassed the sales story and entered camp discovery. The final site did not ship this system as designed, so this is presented as a strategic proposal rather than a performance case study.

The proposal gave the team a concrete model for separating Ryzer’s buyers from its participants and made the routing tradeoffs visible before development. It did not ship intact, so I would not claim conversion impact. Its value was demonstrating how audience hierarchy, page structure, and calls to action could operate as one coherent system.

B6

Reflection

Two genuinely distinct journeys instead of one generic experience. Next time, I'd align the team on the audience hierarchy before visual design.

If I did this again, I'd align the team around the audience hierarchy before moving into visual design. The site had to serve both coaches and athletes, but those audiences were not equally important on every page. I would document the primary job, audience, and conversion for each section earlier, then use that framework to evaluate later requests, including how much information belonged in the hero.

I'm proudest of creating two genuinely distinct journeys instead of forcing both audiences through one generic experience. Coaches moved through education, proof, and cross-sell toward a sales conversation; athletes and families received direct routes into camp discovery. Although the proposal did not ship intact, the underlying work demonstrates how I turn competing audience needs into clear paths, purposeful page hierarchy, and one next step for each user.