Monster Army Logo


Web App - Monster Army
Athlete Development Program


Redesign Monster Army's web application to improve on it's core mission of Financial Support, Exposure, Guidance, and Opportunity for amature athletes.

Develop a basis for a product that is scalable and reduces friction for athlete managers to accomplish their main initiative, Athlete Development.


UX/UI Designer

Product Thinking, Interaction, Visual design, Prototyping & User Testing


2 designers, 2 Developers


6 Months

Web App Mockup

Monster Army
Athlete Development Program

About the program

Monster Enegy's web app called Monster Army: Athlete development program which aims to support athletes so they can make a career out of their passion in action sports.

Mission Success


Decrease in Payout Times
Reduced Payouts to 2-3 weeks


New Signups
Increased Brand Awareness 35%


Conversion Rate
68 Amateurs turned Pro

Major Pain

User research was key. The complex workflows of the multiple user types and their interactions with one another needed to be laid out in detail. In order to achieve that, I gathered as much as I could from the end users to understand the challenges they face and how they use the platform to successfully complete their goals.

Defining the Problem

  • Brand Awareness Survey

    This survey allowed us to reach a mass amount of athletes to get a pulse and quickly understand how they see the Monster Army Brand.

  • Athlete/Manager Userflows

    We were able to analyze the inefficiencies of the admin workflows by conducting user interviews with the Athlete managers to identify what process could be improved.

  • User Stories

    In order to organize objectives for development to build upon, we crafted detailed user stories to validate the new athlete and athlete manager workflows.

  • Flow Maps

    Flow maps were used to visually highlight the inefficiencies of the current payout and athlete management process. This allowed for a conversation on what the UX team would be solving for.

The Problem

  • Low Brand Affinity

    Appox. 15% Decrease in Athlete Signup year over year

  • Slow Contest Payouts

    Current workflow takes 4-6 weeks for athlete payout

  • Poor UX: Athlete Portal

    Poor Mobile Experience
    Poor Information Architecture

Target Users

Jett Reynolds Persona

"I want accurate and fast results to races that matter"

Jet Reynolds
  • Age: 14
  • Sport: Motocross
  • Bio

    Self proclaimed prodigy from the Midwest where motocross talent is bred. Maxx enjoys winning and competing in sports and being social with friends. Maxx spends his free time creating dirt tracks and upgrading neighborhood kids dirt bikes.


  • Athlete Development
  • Brand Ambassador
  • Sponsorships
  • Financial Support


  • Slow Cash Payouts
  • Unclear Career Guidance
  • Fast & Accurate Results
Pushy Patricia Persona

"I want my son to be able to achieve goals to become a professional"

Pushy Patricia
  • Age: 42
  • Occupation:Account Manager
  • Bio

    She is a very hands on mom. Likes organizing work activities and very active in volunteer work for her city. Patricia wants to be able to easily understand what is needed to help her child succeed in competitive arena of action sports.


  • Help support and fulfill childs activities and dreams.
  • Being well informed on how an amateur athlete becomes a pro.


  • Struggles with technology
  • Sponsorship Opportunities
  • Undefined career path for child
Joey Fist Pump Persona

"...spend less time with admin paperwork and more time developing my athletes"

Joey Fist Pump
  • Age: 27
  • Occupation: Athlete Manager
  • Bio

    He is a proud Monster Army ambassador. Loves personal communication, and consumed with social media. Interested in automation and athlete development. Joey wants to spend less time on screen and more time fostering athlete relationships.


  • Manage Athletes Payout and Profile
  • Maintain News Content
  • Maintain E-Commerce Platform


  • Dislikes busy work
  • Spends too much time handling payout
  • More flexibility with news templates
  • Poor E-Commerce experience

Plan of Attack

In order to determine what objectives we need to address to successfully achieve overall goals, we thoughtfully conducted user surveys, athlete manager interviews, and crafted user stories accompanied by user flows to illustrate each users primary tasks. After running through the tool bag of UX exercises, we were ready to begin wireframing and prototyping.

Design Objectives

  • Call to Action
  • Enlistment Process
  • Onboarding Experience
  • Athlete Payout & Claim Management

Mission Accomplished

Using Key Metrics to improve the overall quality of the Monster Army Athlete Development program was an important step to validate the programs success. Metrics play an important role since they transform both the user requirements as well as organizational performance to numbers which can be compared. As a result management can objectively state whether the athlete development program is a success and is worthy of scaling.

Business Goals

  • Increased Athlete Signups
  • Automated Admin Workflow(Paperless)
  • Improved UX for Admin Portal

User Goals

  • Improved UX for Athlete Portal
  • Improved Athlete Development
  • New E-Commerce Experience

Mission Success


Decrease in Payout Times
Reduced Payouts to 2-3 weeks


New Signups
Increase Brand Awareness 35%


Conversion Rate
Turn Amateurs to Pros (68 Athletes)


What I learned

Strong User Testing

The most impactful research exercise conducted for this project was user-testing. The ability to sit down and hear athletes problems, we concluded that the Monster Army program itself was really lacking in terms of truly providing value in fostering young amateur athletes.

During this phase we also learned that athlete parents/guardians were a target user that wasn't really understood. We discovered that parents also need guidance and education when navigating amateur sports, so providing robust FAQ's as well as a path to planning and choosing which events matter to an athletes amateur career.

User Surveys

The UX tool that made the most impact was the brand awareness survey. This survey provided data for Athlete managers to build a case for needed resources from upper management to improve the overall quality of the Monster Army Brand.

We also learned that besides overhauling the UI of the web application, there was a huge opportunity to improve the admin workflow and automation. In short, UX principles can be applied to the current administrative process to modernize and improve overall user experience for athletes to get paid faster while freeing up wasted time for athlete managers.

What I would change

Send More time to understanding behaviors of athlete parents. During our research we found that there are some areas of opportunity where we can design a better experience for athlete parents because they have a hand in much of how these young athletes make decisions.

Another area of change I would make has to do with applying UX principles to improve admin workflows. Due to time constraints and collaboration, we were unable to make a strong case to stakeholders why and how improving some of their back-end workflows can provide an overall better user experience for athletes and the organization.

Top Design Constraints


We were limited to how much we could affect the admin workflow. Since some of the staff were resistant to change their current process, we had to work with what we had and only affect document workflows up to the point of contention.

Brand Guidelines

A Design constraint that helped save us time was working within a pre-defined style guide that was flexible enough to extend our creative vision.


We recently added Sketch design application to our tool belt, so there was a small learning to curve to becoming efficient with it. Having this technology constraint expanded our abilities to build more robust design components. Since adopting Sketch, we found it very useful in building our organizations overall design system.


Time is always top priority for any project. So given that we had a time constraint of 8 months to launch for open enrollment 2020, we needed to clearly define requirement for the MVP. Once we understood our objectives we created a project roadmap to communicate to stakeholders and development

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