Sports
Prime Padel
Designed a comprehensive website for Singapore's newest racquet club, to serve their multiple audience sgements and their growth plans.
Challenge
Prime Padel needed a comprehensive website that could support their ambitious growth plans in the region while serving multiple audience segments.
The website needed to:
Showcase their core padel facilities and services for casual players
Present the specialised Prime Academy program for children and youth
Highlight the benefits of their membership program for regular players
Establish a scalable digital foundation to support regional expansion into Malaysia and Indonesia
Balance local community engagement with aspirational regional branding
Results
Increased online court bookings by 55% compared to the previous system
Drove a 30% growth in Prime Academy enrolments through the dedicated section
Achieved a 25% conversion rate for membership program inquiry-to-signup
Established a scalable template system that allowed for quick deployment of localized versions for new locations
Reduced customer service inquiries by 40% through improved online information architecture and booking flow
Created a digital platform that positioned Prime Padel as the premier padel destination in Singapore with clear regional leadership ambitions
Process
01 Research & Analysis
Conducted user research to understand the needs of different audience segments: casual players, parents, competitive players, and potential members.
02 Information Architecture
Developed a modular site architecture that allowed each service line (main club, academy, membership) to have distinct branding while maintaining overall cohesion.
03 Localisation Framework
Created a flexible localization framework to accommodate future expansion to Malaysia and Indonesia, with consideration for regional differences.
04 User-focused Journeys
Designed user journeys focused on converting visitors into academy enrollments, membership sign-ups, and court bookings.
05 Responsive Design
Implemented a responsive design system that prioritised mobile scrolling and booking experiences, recognising that many players would browse while on-the-go.
