In 2020, Deloitte partnered with the Lawn Tennis Association (LTA) as their digital transformation partner, aiming to modernise its digital infrastructure and support its vision of making tennis in Britain more inclusive and accessible. As part of this initiative, I contributed to the early stages of the LTA website redesign, focussing on specific features and key user journeys.

My role involved conducting market research, exploring design concepts, and speaking with users to understand their needs. A major challenge was balancing user experience with the client’s branding requirements, as their team primarily had a print-focussed background. This required close collaboration, iterative design refinements, and strong stakeholder management to align digital best practices with brand expectations. Ensuring accessibility was also a priority, making sure that the new designs were inclusive and user-friendly.

While the website has since evolved in ways beyond our original vision, key areas I worked on—such as improving usability and streamlining booking flows—helped enhance the experience in meaningful ways. This work laid the foundation for the next phase of LTA’s digital transformation: the creation of a mobile app that would further engage players and make tennis more accessible across the UK.