Amanda
Chan

 


WORK

ABOUT

Advantage

Making complex tennis data accessible

ROLE
Product Designer
TIMELINE
November 2025 - January 2026
TEAM
Lead Product Designer
Graphic Designer
Lead Data Scientist
TOOLS & SKILLS
Figma
Product Design
Product Strategy
Visual Identity & Branding

OVERVIEW


Advantage filled a gap in the sports analytics market for tennis, so its branding needed to reflect its innovative nature.

I designed a brand book to ensure Advantage’s visual identity reflected the ethos of passion and performance that inspired the product itself.







CASE STUDY: STRENGTHENING THE BRAND, FROM PRODUCT TO MARKETINGTennis lacks a centralized, data-driven tool to help athletes improve. Electronic line calling systems track every shot with precision — but existing platforms like SwingVision lock that data behind their own hardware, rely on user-recorded footage for accuracy, and surface insights through static reports. The kind you export, glance at, and close. Athletes are sitting on valuable performance data with no real way to explore it.

Advantage set out to centralize ELC data across platforms and deliver insights through a more interactive and exploratory experience.


SwingVision: A Direct Competitor

RESEARCH INSIGHTS Competitive research revealed ELC technology is still emerging, and SwingVision is nearly the only product built around it — leaving almost no established standard for what a tennis analytics platform should look like or do.

The data is presented, not explored. Static reports constrained user engagement and exploration; users needed a system that allowed them to navigate insights dynamically.

It's a closed system. Everything here is generated from SwingVision's own hardware and footage. If your data came from a different ELC source, this platform can't touch it.

Additionally, analysis of leading tennis brands revealed that brand perception in the space is heavily tied to aspiration and performance identity, not just functionality. 

Sports like running have Strava and Runna. Tennis has nothing equivalent.


PROCESS With 12 weeks tied directly to the college tennis season, I led UI/UX design and contributed to brand and go-to-market strategy in parallel.

  • Figma — wireframes, component structure, and visual identity system built in tandem so product and brand stayed consistent

  • Competitive analysis — mapped what SwingVision and major tennis brands were doing, and more importantly, what they were leaving on the table

  • Brand workshops — defined core attributes  before any UI work, giving the team a shared reference point for every decision that followed



DESIGN DECISION
Interactive dashboard over static reports. Early concepts centered on generated reports — structured exports that felt more like a document than a tool. Moving to an interactive dashboard changed the relationship between athlete and data. 

An Example of an Early Report

Users could explore trends across matches, drill into specific gameplay moments, and return to insights over time rather than receiving them once and moving on.

DESIGN DECISION
A brand identity built for serious athletes, not broad appeal. Core attributes — cutting-edge, intelligent, elite, competitive — shaped type choices, tone, and product direction from the start. The goal wasn't to appeal to everyone. Casual players weren't the target. Building credibility with competitive athletes meant a sharper, more specific identity, even if it narrowed reach. It also kept product and marketing visually coherent without having to negotiate it every sprint.



Moodboard: Elite, Intelligent, Competitive


DESIGN DECISION
Two-pillar marketing: lifestyle and action. Looking at Wilson and Yonex, tennis brand content leans almost entirely on aspirational gameplay photography with little variation. I proposed two content pillars: lifestyle — positioning Advantage as part of a winning identity — and action — capturing the emotional intensity of competition. 


Mockups of Organic Social Content

Together, they give the brand more range while staying coherent. More dynamic, more informative, and more distinctly Advantage than anything else in the space.

SOLUTION Advantage launched an MVP interactive analytics dashboard that lets athletes explore performance trends across matches, break down specific aspects of gameplay, and access insights in a structured, digestible format — all tied to a brand identity that finally matches the ambition of the data.




REFLECTION

Data quality isn't enough. The team's data was genuinely strong. But the original static report format buried it. Insight delivery is a design problem, not an engineering one — and that realization shaped everything after the first design review.

Set brand direction early. Defining core attributes before touching UI meant contested decisions had a reference point. When something felt off, we could trace it back to whether it matched what we said we were building. That clarity was worth the early investment.
What I’d do differently With a bigger time window, I would have run usability tests to measure how quickly athletes can navigate to a specific insight, where they drop off in the dashboard, and whether the shot placement visualization reads intuitively without any explanation.




© 2026
AMANDA CHAN