While most of my client projects are confidential, I’m happy to share my involvement with the LTA. To learn about my experience on other client projects, please contact me.
LTA Play
As part of Deloitte’s partnership with the LTA, I was involved in the design and research for LTA Play - a partnership with the aim of opening up tennis, making it more accessible for all.
The Goal
Make it easier to find and book tennis courts and courses - bringing together the LTA’s entire inventory of courts into one place
Better understand how courts are being used so funding can be allocated accordingly
Bring tennis to communities that have traditionally been left behind - making it more accessible for all and reducing digital barriers
Research & Design
I was involved in conducting research into how individuals previously searched for tennis courts and courses. I delved into existing booking behaviours, pain points and what an ideal state might look like.
Once we had our initial designs, I led a series of usability testing sessions to gather early feedback. I tested on both desktop and mobile, working with our design team to quickly iterate our wireframes to reflect feedback.
For example, we listened to users who said they only want to see minimal data points upfront so we worked on removing any non-essential data points.
I also led a 5-week discovery, known as the Parks Proposition, to understand how we can get more people playing tennis in their local parks. This involved conducting research with local authorities, tennis organisations and members of the public to understand key motivators and blockers.
The Impact
The partnership and LTA Play has helped the LTA exceed its target of growing participation in tennis across Britain by 1.5m since 2020
The partnership was nominated for the Social Value award at the Management Consultancies Award (2023)