arena lake norman website mockup and website design

Transforming Arena Lake Norman’s Website for Enhanced User Experience

Written by Brittany Degnan

April 19, 2024

Arena Lake Norman is a newly established baseball and softball training facility in the Mooresville, NC, area, right outside of Charlotte, North Carolina. The massive 30,000 sq ft facility features 11 batting cages, state-of-the-art equipment, and professional lessons for baseball and softball players. As the business developed partnerships with national powerhouses such as Wow Factor Baseball and Top Team Sports Performance, the requirements of the Arena Lake Norman website naturally expanded. Company leadership came to our agency with a request to expand the information housed on the website, develop integrations and automation on the website to streamline internal processes, and to enhance the experience of the different types of users on the website. Our team happily accepted the challenge of transforming their website to meet these objectives.

WiT Group designed a website that would organize the information on the website effectively. accounting for audience segmentation and improving the user experience (UX) on the website. Our agency also migrated the website to a new CMS platform that would allow for simplified maintenance, new pages to be easily incorporated into the website navigation, extremely accurate website analytics, and seamless integration of event schedules. Despite a tight deadline of 30 days, our team demonstrated its capability and willingness to work within this timeframe, ensuring the successful completion of the website redesignWhatever it Takes!

Platform Migration and Enhanced Functionality

Moving away from SquareSpace to Webflow CMS allowed our team to unlock more custom design and functionality. By leveraging Webflow, our team could implement enhancements to improve user experience and engagement. This included building more capable pages, incorporating numerous animations throughout the site, ensuring every element was clickable, and defining buttons with bright, attention-grabbing colors. We seamlessly integrated Arena LKN’s schedule into the website, providing visitors easy access to information about lessons, camps, and events. These enhancements improved the website’s overall aesthetics and increased user interaction and trust in the brand.

Building a User-Focused Interface

Audience segmentation was a key factor in the website redesign as players, coaches, parents, scouts, media, and business partners all needed to find different information on the website quickly and easily. The website navigation and structure give each type of user a unique experience that provides all the necessary information they are seeking – whether that be game schedules, cage rental availability, or a request for pitching lessons; all can be done on the newly designed website.

Our team prioritized user interaction by introducing animations, enabling clickable elements, and distinctly defining buttons with bright, attention-grabbing colors, such as vibrant green, to signify “go.” This approach enhances visual appeal and encourages visitors to explore further, increasing click-through rates. All buttons were carefully designed to stand out from the rest of the website, making them easily identifiable and enticing to click on. These enhancements improved the website’s aesthetics and contributed to a more engaging user experience, increasing user engagement and interaction.

Seamless Integration of Event Schedule

Incorporating Arena LKN’s schedule detailing camps and events was foundational to our redesign efforts. We designed the event schedule to include lessons and camps provided directly by Arena LKN, seamlessly integrating with partner brands to encourage further collaboration between their teams and partnerships. This comprehensive approach fosters trust among players and parents while encouraging participation, enhancing the user experience, and showcasing the offerings available through Arena LKN and its collaborative network.

Fast-paced Development with Wireframes

Wireframes were essential in outlining the website’s animation dynamics, providing a clear roadmap for our design and development process. This careful planning ensured that every website element was strategically placed to maximize user engagement and functionality. Our team vigilantly managed deadlines, efficiently transitioning from design to development and ultimately publishing the new website within the 30-day timeframe. Despite the rapid pace, we focused on detail, ensuring a seamless user experience throughout the site. This dedication to efficiency and precision allowed us to effectively meet the project’s objectives while adhering to strict time constraints.
baseball instructor coaching baseball player in baesball lesson
baseball coach walking with baseball player
baseballs on ground in rental batting cages at arena lake norman
baseball batter and pitcher practicing in arena lake norman rental cage

Capturing the Essence through Photography

Our agency’s Creative Director, Aidan Eaton, visited Arena LKN during camps to immerse themselves in capturing the essence and spirit of the complex. Despite the challenges of enthusiastic camp-goers eagerly engaging with the photography experience, our team skillfully balanced professionalism with spontaneity to create visuals that authentically showcased the vibrant energy of Arena LKN. This hands-on approach added a personal touch to the website and reinforced its authenticity and credibility.

Integrating Functionality While Retaining Style

Maintaining the dark theme background with red accents, we emphasized the website’s modern and assertive tone. Strategically placed sign-up forms across all pages were designed to encourage parents to register their children for camps, lessons, and team tryouts, enhancing readability and ensuring key calls-to-action stood out prominently. We expanded content to provide a comprehensive overview of Arena LKN’s offerings, allowing visitors to access information about available programs easily. This careful balance ensured that the website remained visually striking while effectively communicating Arena LKN’s brand identity and values, ultimately encouraging engagement and trust among potential participants and their families.

Future Enhancements

This is the initial phase in a multi-step plan where our team intends to introduce a user login system, integrate advanced features like player tracking for scouts, and further streamline processes to enhance user convenience. These enhancements will elevate the website’s functionality and strengthen Arena LKN’s standing within the baseball industry. As we progress, we aim to solidify Arena Lake Norman’s digital presence, fostering trust and reliability among its audience.

Arena Lake Norman is the flagship location for an organization with gargantuan aspirations. Company leadership envisions many future locations across the county, national partnerships with the world’s leading sports organizations, sponsorships from major brands, and future baseball complexes that will house tournaments from teams across the country. The facility will also focus on the experience of parents, siblings, and others by enhancing the facility with salons, cryogenic therapy, massage, golf simulator, and a merchandise store – making this organization a true category of one. 

Redesigning Arena Lake Norman’s website marks a significant step forward in enhancing its online presence. By incorporating strategic sign-up forms, maintaining a modern aesthetic with dark-themed backgrounds and red accents, and introducing essential functionalities like user login systems and player tracking for scouts, we have laid the groundwork for a more engaging and user-friendly experience. This is just the beginning of our multi-step plan to transform Arena Lake Norman’s digital presence, establishing it as a trusted and reliable resource in the baseball community.

baseball player placing baseball on hitting tee at arena lake norman
baseball player practicing catching at arena lake norman
softball player instructed by baseball coach on pitching at arena lake norman
<a href="https://witgroupagency.com/author/bdegnan/" target="_self">Brittany Degnan</a>

Brittany Degnan

Author

Brittany Degnan is a PR and Brand Manager for WiT Group and works out of the Columbia SC office.
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