BSL
UX/UI Design, Web Development
BSL San Lazzaro is a youth basketball club with an active community of athletes, families, and staff. The existing website, while rich in content, had grown complex and difficult to navigate over time. This project covered the full design and development pipeline: from user research and heuristic analysis to interface design and Framer development. The goal was to transform the site into a clearer, more effective tool, capable of converting curious families into new registered players. The project was driven by a real operational need. BSL needed a website that could work as an acquisition tool, not just an information archive. The redesign process followed five phases: user research, heuristic evaluation, competitor benchmarking, interface design, and front-end development in Framer.
Client:
BSL San Lazzaro
Role:
UX/UI Designer & Web Developer
Year:
2026
Challenge
A survey of 51 real users revealed critical friction points in the existing experience. 80% of visitors are parents and 87% access the site from mobile, yet the experience was built for neither. Usability scores across key dimensions (ease of finding information, content organization, and update frequency) averaged between 3.4 and 3.5 out of 5, barely above sufficiency. The homepage was overloaded, CTAs were inconsistent and navigation was too deep for a first-time visitor to orient themselves quickly. A benchmark of five competitor clubs highlighted what BSL was missing: clear enrollment paths, a clear and modern UI, and a strong articulation of the club's educational identity.
Objective
The primary objective was measurable: increase requests for new enrollments by 20% within six months of launch. To achieve this, the redesign focused on 3 strategic pillars: 1. immediate accessibility for new families 2. easy content management for staff 3. clear communication of BSL's unique educational approach to youth sports. The new information architecture was built around a guided user journey. The homepage introduced a hero section with a prominent CTA ("Gioca in BSL"), followed by a 3-step enrollment flow, latest news, upcoming matches, and educational program highlights. Team pages UI were redesigned each with roster, schedule, and news. The hypotheticall user flow of a parent visiting for the first time on a smartphone shaped every design decision, from typography hierarchy to mobile navigation patterns.
Results
The project resulted in a near-complete Framer website, currently live, that significantly improved the clarity and visual consistency of BSL's digital presence. The new structure guides first-time visitors through a logical flow, from discovering the club's identity to taking action toward enrollment, replacing the previous experience of information overload with a focused, purposeful journey. The development phase surfaced an important constraint: a specific content management need by BSL exceeded what Framer's CMS can support at this scale. This became a defining professional lesson in matching tool selection to the long-term content needs of a sports organization. The project remains a complete end-to-end case study in research, information architecture, and no-code development.