IMG AcademyAtLarge7 min read
IMG Academy, the world's premier sports training facility, was losing recruitment opportunities to a manual, fragmented sales process that couldn't keep up with its global ambition or its international sales footprint.
01 / Strategy
Elite student-athletes, their parents, college recruiters, and IMG's own international sales reps were all hitting the same site with completely different intents. I designed an information architecture that resolved each one into its own clean path, on a single Drupal 8 and Symfony2 platform that finally loaded fast enough to keep them there.
Every form on the site fed straight into Dynamics CRM, replacing email threads, spreadsheets, and the unwritten history of who'd talked to whom. Recruitment teams could finally see the full picture of an athlete's journey, from first inquiry to enrollment, in one place.
I designed a dedicated portal for IMG's global sales force, with geographic territory tracking baked in so every inquiry got attributed to the right rep automatically. No more lost commissions. No more manual reconciliation. Sales reps in Tokyo, São Paulo, and Frankfurt all worked from the same source of truth.
IMG's brand has to live up to the names on its alumni wall, Tiger Woods, the Williams sisters, dozens of NFL and MLB first-rounders. The design system I delivered held that bar across every locale and every audience, so the digital experience matched the prestige of the physical campus.
02 / Results
03 / My role
Collaborated with IMG stakeholders at AtLarge, owning UX research, information architecture, prototypes, and the design system. Worked alongside engineering on the Microsoft Dynamics integration and the international sales rep portal to make sure the design held up against real CRM workflows. Tech stack underneath: Drupal 8, Symfony2, AWS Lambda, Marketo, CloudFlare.