The project focused on using content and UX research to reposition the sector as professional, modern, and technology-led, while driving acquisition by improving search visibility and clarifying value communication.
My Role
I worked as a Content Designer and UX Researcher, responsible for:
- Conducting qualitative user interviews
- Translating insights into long- and short-form content
- Improving usability, clarity, and discoverability across the website
Problem Space
Coordinate Sport faced multiple, interconnected challenges:
- Perception problem
The activities sector was widely perceived as informal and unprofessional, with coaches viewed as underqualified. The CEO wanted to showcase the sector’s professionalism, structure, and impact. - Technology adoption gap
Large organisations used bespoke systems, while smaller companies relied heavily on spreadsheets. There was no tailored SaaS solution supporting the sector end-to-end. - Customer acquisition
The business needed to attract more organisations to the platform.
4. Education on SaaS value
Many organisations were unaware of how SaaS could streamline operations, forecasting, and compliance.
5. Website quality & SEO
The website required a full content audit to remove errors, improve clarity, and introduce SEO-oriented keywords.
6. Government advocacy
Coordinate Sport wanted to educate the UK government on the societal value of sport—improving wellbeing, academic outcomes, and reducing poverty—to encourage intervention and funding.
Research & Discovery
Sector Interviews
I interviewed leaders and operators across the activities sector to understand:
- Operational challenges
- Success stories
- Future ambitions
- Barriers to technology adoption
These interviews highlighted a strong desire for professionalism, scalability, and legitimacy.
This took the form of internal interviews & podcasts to support thought leadership.
Product User Interviews
I also interviewed existing customers to understand:
- How they used Coordinate Sport
- Pain points before adoption
- How the platform solved operational and financial challenges
This validated the product’s value and provided authentic language for content.
Content Strategy
Based on research insights, I designed a content strategy that positioned Coordinate Sport as a thought leader and advocate for the sector.
Key Content Decisions
- Shifted interviews into thought leadership content via the Coordinate Sport podcast
- Transcribed interviews into SEO-optimised long- and short-form articles
- Highlighted sector success stories using executives’ own words
- Focused content around key user needs:
- HR management
- Financial forecasting
- Technology adoption
- Partnerships with schools and local councils
Writing & UX Improvements
I introduced several content and usability improvements:
- Front-loaded sentences for clarity and scannability
- Used plain English and concise language
- Conducted SEO keyword research to improve search ranking
- Added backlinks to reputable organisations featured in interviews
- Applied persona research to tailor content by audience needs
Supporting Usability
The content changes directly improved usability by:
- Making pages easier to find through search
- Using white space to improve legibility
- Offering both video and written content to support different learning styles
- Reducing cognitive load through clearer structure and hierarchy
Outcomes
The content and UX strategy delivered measurable business impact:
- Interview insights enabled the company to expand services, including onboarding dance organisations under sporting activities
- Coordinate Sport ranked on the first page of Google for SaaS software for sports and activities
- The platform acquired approximately 70% of the UK activities sector
- The company expanded into six international markets, including the UK, Australia, and Spain
Key Learnings
- Content is a powerful UX tool for shaping perception and trust
- Thought leadership builds credibility in underrepresented sectors
- SEO and usability must work together to drive acquisition
- User interviews can unlock both product and business opportunities
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