UTR Sports
UTR Sports (formerly Universal Tennis) is a global platform that connects racquet sports players through level-based ratings, events, leagues, and community. Their custom UTR Rating is the gold standard for measuring player skill across age, gender, and geography.
While UTR had established strong equity in the market, their current brand and platform was positioned exclusively for tennis. With pickleball's popularity exploding and other racquet sports quickly gaining momentum, they needed to pivot to expand their offerings and embrace a multi-sport future. The problem: their name, brand, product architecture, and UX had all been built around a single sport, while also accumulating years of features and design debt that held the platform back.
Our job was to help solve both problems — reposition UTR Sports as a leading platform in the broader racquet sports industry, while updating the product to make it a cleaner, more user-friendly experience.
Working across both strategic and tactical workstreams, our team leveraged research to identify key user motivations and amplify growth opportunities, informing iterative design work across native, mobile, and web. Over the course of the engagement, we created a new user onboarding flow, redesigned the home feed and profile screens, and established design parity across iOS, Android, and web so the product felt cohesive across all platforms.
A major focus was UTR’s Power subscription, one of their primary revenue drivers. We worked directly on the activation flow and overall Power experience, which contributed to a 32% increase in conversions from free to paid accounts.
The rebrand focused on strategic positioning, paired with selective visual updates. UTR already had an existing brand, but they needed a framework for extending it into a multi-sport future without losing the credibility they’d spent years earning. We helped shape their positioning with deliberate, restrained modifications that carried their existing equity forward rather than abandoning it.
Project done while at Craft
