SportPilot: Hosting Rodeo Sport Events, All in One Place.
How I led a B2B2C product for both web and mobile platform.
*For confidentiality, sensitive information, including but not limited to company name, are fictitious.
It was slow, clunky, and full of friction.
Users Expect,
In Reality,
🤞an integrated, easy-to-use digital tool
❌ Stuck with a bunch of disconnected tools
Existing Workaround Solutions
Event producers relied on general tools:
Excel for prize money calculation & distribution
Google Docs for scheduling & compliance documents
Facebook Groups for event ads promotion
Messenger for communication with riders
…
This patchwork led to information loss, data entry errors, and messy communications with riders.
what did I Deliver?
B2B Web for Producers
This Case Study
The core event management platform for web to manage entries, draws, and payouts with improved efficiency.
what I made a difference in this project?
🧩 Unified two distinct user journeys into one system
Designed a cohesive system for both producers (web) and riders (mobile).
⚙️ Improved operational efficiency for B2B users
Simplified event setup and payouts to reduce manual work for producers.
🤝 Delivered a User-Centered MVP That Got Buy-in
Scoped an MVP that retained user trust while balancing business constraints.
Project Complexity & Challenges
What obstacles did I face being the only designer?
I. Multi-user system: Three user types with distinct needs
II. Domain Complexity: Highly niche workflows and terminology
Research – Map the Workflow
What are the high-impact areas in producers' workflow?
Producers
Need to efficiently create and manage events, entries, and results.
Riders
Want quick access to schedules, race classes, and payouts.
Viewers
Expect access to live game results and actively participate.
Three Main Personas Involved
Through expert interviews, I mapped out the rodeo race workflow. It helped me to uncover interaction dependencies and align stakeholders.
I broke down their workflow into stages: planning, before, during, and after event.
Rodeo Race Workflow diagram for 3 user Personas
Zooming-in
Designing for the Two Peaks of Pressure: Setup Complexity & Live Operations Management
My design goal is to build a MVP version of a revolutionary rodeo event system with the limited dev resources.
Through research, I discovered initial phases were more ambiguous and impactful for users.
Event Setup
Guided workflows to reduce overwhelm and prevent errors
Event Management
Speed, clarity, and feedback are everything.
Thus, I decided to prioritize the event setup and management to ensure meeting deadlines and clients' expectations.
Focus Area 1
Event Setup
What producers needed to do was defining a series of race rules and setting up logistics such as event location & dates.
Why it was hard:
The original interface was a long form with over 20+ fields, no visual groupings and no progress indicators—leading to errors and frustration.
Old Solution: Complex, unstructured forms
My design goal was to shorten setup time and reduce task abandonment caused by form complexity.
Iteration 1.1: Basic Information
Iteration 1.2: Race format setup
How I implemented:
I transformed the form into a four-step guided flow, grouping tasks into logical sections: Basic Info, Race Format, Add-ons, and Review.
Each step had clear labels, optional fields were marked, and users could track progress. This reduced cognitive load, increased task clarity, and gave producers more control and confidence during setup.
Focus Area 2
Event Management
What producers needed to do was being a "T-shaped" talent to stay on both top of event operations and riders' entry management.
Why it was hard:
Producers had to jump between separate excel sheets for each category (draws, ads, inventory), leading to slowdowns and missed details.
Event
└── Draws, Stalls & RVs, Ads
└── Race Days
└── Classes
└── Entries
Information Architecture
My design goal was to reduce time spent navigating between disconnected files and lower the error rate.
Iteration 1: Events Page
Iteration 1: Events Page - Entries/Draws Table View
How I implemented:
I introduced a new structure: Events → Draws / Entries. This gave producers a straightforward mental model to follow.
The result: less jumping around, better focus, and smoother coordination.
🔄 My Iterative Process
90% of designs earned client sign-off in the first round—thanks to thorough domain research before design.
Still, I continued to iterate based on user feedback to refine the experience further.
🔑 Key solution: A Bird's Eye View Dashboard
Centralized control with clear structure
a high-level snapshot of key areas, using modular sections and data visualization
🔑 Key solution: Event Setup
Guided flow, fewer errors
🔑 Key solution: Live Event Management
Fast edits, smooth live operations
Testimonials
What did my clients and manager say?
What was the outcome?
SportPilot aimed to revolutionize the professional rodeo event production industry, and it is on the right track.
100% of the design successfully got clients' sign-offs and was perfectly meeting deadlines for dev handoff.
To measure success after launch, I suggested clients to track metrics such as task completion rates and user satisfaction scores to help evaluate both usability and user reactions.
More in the slide deck…
B2C Mobile for Riders
A rider-facing mobile interface for easy access to event schedules, results, and notifications on the go.
Marketing Website
A clean, informative site to showcase SportPilot's value and drive product sign-ups.