A Digital Transformation for U.S. Figure Skating
Description
U.S. Figure Skating, one of the largest and most prestigious organizations within the Olympic movement, represents over 192,000 members. With a mission to grow the sport and support skaters at every level, U.S. Figure Skating needed to modernize its digital presence to reflect its leadership in the sport. The organization partnered with a digital agency to redesign and rebuild its website from the ground up—focusing on user experience, accessibility, mobile responsiveness, and member engagement.
Challenge
U.S. Figure Skating’s original website, built nearly two decades ago, was outdated and difficult to maintain. It lacked responsiveness, intuitive navigation, and member-specific functionality—making it hard to connect with existing members and engage new audiences, including aspiring skaters, parents, volunteers, and fans.
Solutions
We reimagined U.S. Figure Skating’s digital presence with a modern, inclusive, and scalable platform that elevates the experience for all audiences.
Inclusive User Journeys
- Designed a unique Skating Journey section with 8 clear steps, guiding users from their first lesson to qualifying for Team USA
- Targeted key audiences: new skaters, volunteers, judges, fans, and clubs
Member Portal & Custom Experience
- Built a secure Members-Only section with access to personalized content, training, event registration, and policy documents
- Integrated helpful tools like video tutorials to simplify onboarding and navigation
Mobile-Responsive Design
- Fully responsive across all screen sizes, making it accessible and engaging wherever users are
Content Strategy & CMS
- Overhauled content organization to reduce friction and improve discoverability
- Implemented a flexible CMS for internal teams to manage and update content easily
Impact
- Significantly improved user engagement from both members and new audiences
- Greater ease-of-use for content editors and internal staff
- A scalable platform that positions U.S. Figure Skating as a forward-thinking leader in the Olympic sports movement
- Reinforced brand image through modern design and storytelling
