Business Impact
My Role - Design Lead
Steered strategy alignment across the squad and stakeholders by connecting user insights with a data-driven mindset.
Led the pivot with design as the driving force behind MVP alignment.
Used AI tooling (Lovable) to deliver faster, iterate smarter and validate ideas with users without delays.
Overview
Hudl is a global leader in sports technology.
One of its key areas is Human Performance, helping sports scientists in elite pro teams track data and design smarter training plans to reduce injury risk for players.
Problem
During routine user interviews, I discovered that the original Q1 commitment was disconnected from real user needs.
It focused on an internal feature (Alerts UI) without validating the actual workflow or impact. It risked shipping something that no sport scientist asked for or would use.
Solution
I raised the issue early, challenged the direction and worked with the PM and Devs to propose a more impactful shift: focusing on Targets, a pain point for elite users already relying on manual JSON files. This gave us a clearer user problem to solve and tied the commitment to actual workflows.
My design process
Ran internal discovery with Solutions Consultants and Support to map real adoption gaps
Interviewed key users (7 users) to understand how Targets are really used
Tested early concepts and prototypes using AI Lovable to accelerate iteration speed (3x faster)
Led team alignment across PM, Eng and internal experts, making the case with feedback and quotes
Defined MVP scope, created UX flows, and validated the direction before dev kicked in
Strategic Contribution
Drove a user-centred pivot that brought the squad back to real product thinking
Brought clarity to a messy scope through design leadership and sharp communication
Positioned the team to deliver real user value and lay the foundation for scalable improvements in following quarters
Tied design decisions to business goals
Targets - MVP
Targets - Mobile
Targets - Iterations
