Web App

Match Plan

The coaching tool coaches actually want to open.

Web App

Match Plan

The coaching tool coaches actually want to open.

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00The short version

Match Plan was an internal exercise. Coaches we knew were complaining that their team management tools felt like punishment. We sketched what one of those tools would look like if it were designed by someone who'd actually coached.

01Overview

The brief

Match Plan is a concept design for a team management web app aimed at sports coaches. It covers player tracking, practice plans, game analysis, and parent communication. We designed the web app and brand direction across eight weeks of internal exploration.

02Challenge

What we solved

Coaches don't have time to learn complicated software. Most existing tools assume coaches will spend evenings configuring their roster, drilling templates, and parent message preferences. The reality is they're squeezing tool time between practices on a phone in the car. The product had to load fast, make every common action one click, and look like something a coach would actually open at 6:45am before a practice.

03Approach

How we got there

We anchored the design around the coach's actual rhythm: pre-practice (what's the plan), during practice (who's here), post-practice (what changed). The home screen surfaces today's plan with attendance one tap away. Practice plans use a drag-and-drop drill system. Parent comms are templated and one-click. The visual system is restrained and confident, leaning into editorial typography rather than cartoon mascots that most youth-sports products default to.

04Solution

What we shipped

The web app concept lands on three primary surfaces: today, roster, and plans. Today shows the current practice or game with attendance and notes. Roster shows individual player profiles with growth tracking. Plans is the library of templates and drill cards. Parent communication is integrated into the roster surface as a one-tap broadcast.

05Results

5KBehance project views in first 60 days

2Sports SaaS engagements driven by the concept

8wkInternal design exploration

ConceptAXI internal design exploration

5KBehance project views in first 60 days

2Sports SaaS engagements driven by the concept

8wkInternal design exploration

ConceptAXI internal design exploration

05Outcome

What changed for the client

Match Plan was published to the AXI internal portfolio and used as a reference design in conversations with sports SaaS clients. The concept generated multiple inbound conversations and helped the team flesh out what an opinionated coaching product can look like.

FAQCommon questions

Frequently asked.

Questions that come up most often when companies reach out about projects like this.

It's an AXI internal concept. We use concept work to push our craft in categories we want to attract more client work in. Match Plan led to two paid sports SaaS engagements within the year of publication.

Yes. We've shipped sports community platforms (LVBL) and coaching-related concepts (Match Plan). Team management is a category where understanding the user's actual workflow matters more than feature parity with competitors.

We pick the backend based on the product's auth, real-time, and data needs. We've shipped fast-moving SaaS backends on Hatless, Global Hair, AboutWork, Big Gym, and more.

AXI Launch for the initial fixed-price build. Post-launch, clients usually move onto AXI Studio for ongoing feature iteration as real user feedback comes in.

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