Overview

GamedayLGX’s existing processes relied on disconnected tools, making their everyday workflows difficult to manage and keep organized.

I led UX for their desktop CRM platform, creating a centralized system that simplified operations, improved visibility, and gave teams a more efficient way to manage their work.

Problem

Managing travel for sports teams required coordinating teams, vendors, reservations, documents, and communication across multiple disconnected tools.

Without a centralized system, information was scattered, workflows were difficult to track, and employees spent unnecessary time switching between platforms and manually managing updates.

Goal

Create a centralized system that simplifies trip management, improves visibility and streamlines communication.

User Needs

Through stakeholder input and workflow analysis, we identified four core needs:

• Streamlined Trip Management - Employees needed a more structured way to manage trips, reservations, scheduling, and related workflows.

• Single Source of Truth - Information about teams, vendors, contracts, and documents needed to be centralized and easily accessible.

• Clear & Consistent Communication - Employees needed a more efficient way to send requests, track responses, and share updates.

• Integrated Task & Workflow Management - Tasks, documents, and communication needed to stay connected to the trip context rather than being managed separately.

Flows

To fully understand the scope and connection between the different parts of this app, we began by mapping out user flows, information architecture and data flows.

Iterations & Feedback

Our first hi-fi iterations:

Feedback

After presenting designs to the stakeholders, we gathered feedback:

1. The initial calendar on the dashboard, was impractical for travel coordinators managing a large amount of tasks, trips, and reservations.

2. We needed to include a lot more information for trips to ensure compliance with legal requirements.

3. There was a unanimous decision to convert the app to dark mode to elevate the overall aesthetic appeal of the app.

Designs

Centralized Dashboard

I created a dashboard that gives coordinators an immediate view of trips, tasks, and key business information.

• Track trip status and progress in real time

• Surface important metrics and alerts

• Access high-priority actions quickly

End-to-End Trip Management

The trip workspace brings together the full lifecycle of a trip, from reservations and vendors to documents and financial details.

• Manage trip information and bookings

• Access vendor details and documents

• Track costs, forecasts, and related tasks

Streamlined Vendor Rate Requests

Employees can request rates from vendors and then quickly convert those into proposals for the team.

• Request rates from multiple vendors at once

• Allow vendors to respond through a simple external form

• Build client proposals directly from vendor responses

• Capture client selections back into the system

Contextual Side Panel

A dynamic side panel keeps important information accessible without pulling users away from their current workflow.

• View tasks, notes, and activity history

• Collaborate through comments

• Track updates while staying in context

Team & Vendor Profiles

Structured profiles and communication tools created a more reliable way to manage relationships across the organization.

• Centralized contracts, pricing, and documents

• Standardized data for compliance and booking

Impact & Results

The new CRM transformed a fragmented operational process into a centralized system for managing sports travel.

• Reduced time spent switching between disconnected tools

• Improved visibility into trip status, tasks, and business operations

• Reduced errors by centralizing critical information

• Streamlined coordination between teams, vendors, and clients

• Created a scalable foundation for future growth

Takeaways

What I Learned From Gameday

1. Complexity Requires Strong Structure - Designing for a product with interconnected workflows reinforced the importance of strong information architecture, hierarchy, and modular thinking to reduce complexity.

2. Information Architecture Is Critical to Product Success - Mapping relationships between trips, teams, vendors, and tasks showed how critical information architecture is for creating scalable systems and aligning design and development teams.

3. Team Alignment Is the Most Important Feature - Working closely with developers, PMs, and stakeholders helped ensure the system was not only usable, but also feasible to build and maintain.