A primarily UI and web-design based project built for an official national kung fu organization.
Web Design
Interaction Design
USA Shaolin Open
Kung Fu Organization Web Design
Role & Duration
Oct 2024 - Feb 2025
Web Designer
Tools & Methods
Figma, Squarespace, Adobe Illustrator
User Personas, User Flow
Team
1 UX Designer, 1 Stakeholder
The Challenge
Overview
USA Shaolin Open is a kung fu organization made in 2024 affiliated with USAWKF. The organization’s mission is to host Kung Fu workshops and seminars on a national and international level. Their first workshop in the Seminar Series was hosted in February of 2025.
Since I was involved in the Kung Fu community for ten years, I am very familair with the communiry and its people, thus guiding me in my UX process.
Problem
How can we promote the first Seminar Series for USA Shaolin Open with the furthest reach and engagament?
Solution
Study user behaviors and create a website that informs and promotes the first seminar series.
The Approach
Understanding Our User
User Personas
Because the initial research phase focused on understanding a familiar user base, formal user interviews were not required. Drawing from direct insights and observations of community members with varying ages, Kung Fu experience levels, and backgrounds, I was able to create three representative user personas. This approach allowed me to capture authentic user needs efficiently while maintaining relevance to the target audience.
Traits
-
+
Athletic
-
+
Fast-learner
-
+
Adventurous
Needs
Better time management
Efficient training schedule
Learn new skills/techniques
Length of Practice
4 years
Style of Kung Fu
Baji Quan, bagua, shaolin
From New Orleans, Louisiana
General Background
Challenges
Challenges
Linda comes from a very competitive martial arts studio in New Orleans and feels that she is falling behind her peers.
She is worried that her skills are not good enough to compete in the Grand Championships yet.
Linda has to balance school with other extracurriculars, including Kung Fu.
Goals
Learn new forms
Expand her knowledge
Improve drastically
Linda Miller
Intermediate Martial Artist
16 years old
Linda is a high school student whose goal is to compete in the World Kung Fu Grand Championships in Emeishan, 2025.
Needs
Training strategies
Coach/guidance
More tips and skills to practice
Jasper Kong
Advanced Martial Artist
25 years old
Length of Practice
10 years
Style of Kung Fu
Modern Wushu
From Los Angeles, California
General Background
Traits
-
+
Athletic
-
+
Fast-learner
-
+
Adventurous
Challenges
Challenges
Wants to try again for the adult team trials to join the national join, since he couldn’t fulfill that dream in Highschool.
Needs a support group of athletes. Doesn’t really have a school or community he trains with.
Goals
Learn new Modern Wushu skills.
Cultivate a community.
Get into the USA adult team.
Jasper is a full-time engineer who practices martial arts as a hobby. When Jasper was a teenager, he almost made it on the national Kung Fu team.
Needs
Community of martial artists
Strength and flexibility training
Encouragement
Length of Practice
2 years
Style of Kung Fu
Wing Chun
From Dallas, TX.
General Background
Challenges
Challenges
Due to his age and lack of prior training, Dante’s flexibility and athleticism requires more time to cultivate.
He struggles to find people his age who are interested in Kung Fu. Dante wishes he has more people to practice with.
He trains at a studio, however, the students are mostly teenagers.
Goals
Make new friends in the community
Learn more styles of Kung Fu
Expand his knowledge
Dante Smith
Beginner Martial Artist
32 years old
Dante watched some Bruce Lee films growing up and finally found the time to explore Kung Fu in his 30s, with ample free time and a stable career.
Traits
-
+
Athletic
-
+
Fast-learner
-
+
Adventurous
User Flow
The stakeholder requested certain features to be implemented within the website. I took his list, reorganized each feature, and laid it out into a simple user flow.
Putting it Together
Brand Guidelines
The website’s colors and shapes are based off the official logo made by another designer.
OFFICIAL LOGO
2025 USA Shaolin Open
Logo (English)
Glacial Difference
Black
美 国 少 林 武 术 公 开 赛
Logo (Chinese)
Ma Shan Zheng
Black
Headings
Poppins, Bold
24 pt font
Weight 500
Paragraphs
Poppins, Regular
16 pt font
Weight 300
COLOR PALETTE
SITE THEMES
BUTTONS
Button
Primary
Secondary
Button
Tertiary
Button
Implementation
Final Design
The website was designed using Squarespace, with a focus on user needs. Each page was structured to provide the most relevant information for accessing the seminar series in Colorado. The target audience includes Kung Fu athletes—both enthusiasts and professionals—who aim to compete at a high level or simply enjoy the sport.
Home
Provides users with a general overview of the organization, its mission, and the purpose of the seminar series.
Displays the registration button for easy access, then introduces the sponsors and general information of each seminar such as their dates and location. The home page leads users directly to a button that prompts them to learn more about the first location in the series, which would be in Colorado. It also teases users about future seminar locations at the bottom of the page.
Meet The Masters
After the Home page, users are led to the Colorado seminar linked under "Meet The Masters". They are immediately introduced to each featured instructor for the seminar, including their names, the school they come from, the type of martial arts style they will be teaching, and then a short description of the seminar and their experience.
This builds credibility for the organization and the people involved.
Hotel
One of the most important information for athletes to know are their accommodations. This page informs athletes where to stay, how to arrive to the seminar, and nearby dining areas for their convenience.
This reassures the user that the organization supports their ventures to the seminar.
Registration Flow
An extension of the website, the registration site was made through third-party platform, Jotform.
General Information
Users input their general information and background in Kung Fu during sign up.
Seminar Information
This page gives an overview of seminar details such as location, schedule, and pricing.
Photo Consent
For legal cautions, we ensure that users consent to being photographed at our events.
Liability Waiver
To ensure the safety of the user and our organization, they sign a liability form.
Seminar Registration
Users select their instructor and input member ID.
Seminar Payment
Finally, they select their method of payment and number of seminars at the last page to complete registration.
Final Results
User Analytics
The website attracted over 100 participant sign-ups within two months of launch, surpassing initial participant expectations for the seminar by 80%.
Engagement Metrics
Site Engagement
+126%
Dec - Feb
Page Views
893
Total
Bounce Rate
70.62%
Registration
80%
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