TASAfrica
A digital home shaped to help talent find clarity, visibility, and opportunity.
Services
Date
Live Site
app.tasafrica.com
Back Story
Building a network for verified sports talents across Africa
TASAfrica brings talents, scouts, coaches and academies into one space. When I joined, the first version of the site felt unclear and the story wasn’t landing. My job was to realign the experience and give the platform a stronger structure.
The Challenge
Where, Who and What really matters
Four personas, one website, but everything looked and felt the same. Users could not find what mattered to them. The team needed a clearer voice, better flow and a more intentional design direction.
We were faced with three (3) major challenge
What to build
Understanding those we are building for
Protizing features that actually matters
The process
Conducting 20+ interviews with prospective users
Understanding the users was crucial so what I did is to conduct several interviews with 24 users across the four prospective users and mapped the four personas and clarified what each one needed from the platform.
From the feedback and user insights gathered, we identified key areas for improvement:
Authenticity: Users (scout and coached in particular) wanted a system that verified profiles to ensure credibility.
Accessibility: Platforms needed to be easy for all users, regardless of technical skill.
Unified Management: Stakeholders wanted one space for tournaments, analytics, and payments instead of juggling tools.
These insights shaped how features and interfaces were prioritized throughout design.
The process
Restructuring the entire platform
Clean information architecture, simpler navigation, a more focused storyline and most importantly we focused more on the onboarding, making it short and seamless.
The process
Design System 1.0
A small but solid system built with Radix UI and custom components, giving the team consistency and also speed.
Design and Ideation
Onboarding Flow
This isn’t new — I’ve seen it happen in many products, and TASAfrica wasn’t any different.
For a platform designed to be inclusive, especially for users in rural areas with limited internet access, onboarding shouldn't be stressful. People got frustrated, the sign-up flow felt endless, and network delays didn’t make it better. What should have been an exciting “welcome aboard” moment turned into a patience test.
Design and Ideation
The Homepage Experience
Since TASAfrica serves multiple personas, athletes, scouts, academies, clubs and coaches — the experience needed to feel tailored for each role yet stay visually and functionally unified. From the homepage, every user can instantly find who matters most to them.
Design and Ideation
The Profile Experience
Designing the profile page was exciting because TASAfrica serves different personas. The page keeps a consistent look and feels, but the features adapt to each role.
Design, Ideation
The Prototype
Conclusion
Takeaways & Next Steps
Working on TASAfrica was a truly memorable experience for me. I helped reshape the website, refined the product flow, and built the design system that made the platform feel clearer and more welcoming.
Authenticity mattered a lot to the sports community, so trust and simplicity guided most of my decisions.
Partway through, the stakeholders paused the product for strategic reasons, a simple timeout for the business to breathe and reassess.
Even with the pause, the work remains a highlight for me. It strengthened my craft, improved how I collaborate, and reminded me why I enjoy building meaningful experiences. I am taking those lessons with me as I move on while wishing the team the very best on whatever comes next.