Athens Road Runners
Most run clubs lose people before the second run. Research showed why: the gap between finding the club online and feeling like you belong in person. This project closed that gap — through a research-driven rebrand, conversion-optimized site, and a community tool built around real athlete needs.
Client
Athens Road Runners
Running, Event Site
My Role
User Experience
Branding + Interface Design
Duration
12 months
2024
Inputs
comparative analysis
research by design
I used qualitative and quantitative data to uncover the pain points of current athletes and the obstacles new users might face. A two-month process for both the organization and the marathon project.
barrier identification
I uncovered that members need more in-person attention and new runners need more online connection. These two requirements shaped the tone of the product.
Influence
product requirements
communication strategy
I built a brand kit that included a movement-inspired font and added a fourth color to position ARR beyond the local university setting. The strategy aligned with the race project to build a cohesive image that put runners first.
OUTCOME
On the inaugural race day, over 1,200 athletes sold out the event. Membership grew to over 500 runners and my inbox filled with over 55 introduction requests from the web form I built.
