project spotlight
next shift hockey
Next Shift Hockey is a recruiting program offering elite college hockey camps for female high school athletes, connecting players with coaches from top academic institutions across the Northeast.
Ryan, the founder, approached me to design and launch a website that could support both immediate camp registration and long-term program growth. The site needed to feel sporty, credible, and easy to navigate, while prioritizing one core goal: registrations.
website design
The hockey camps operate on tight timelines with high demand, so the website needed to be built in two phases:
MVP launch (immediate need): A streamlined, functional site to direct users to registration as quickly as possible
Full site build-out: A more developed platform with expanded content, structure, and SEO optimization
The priority was speed without sacrificing clarity or professionalism.
Ryan provided the foundational branding, which I translated into a cohesive digital experience.
The first phase focused on getting a functional presence live as quickly as possible. The MVP included:
A 3-page structure (Home, About, Information)
Clear mission, purpose, and program goals
Key details on what athletes and families could expect
Prominent registration link placement throughout the site
This version acted as a landing hub— simple, direct, and designed to immediately support sign-ups while the full experience was being developed.
Built on Squarespace, the MVP allowed for fast deployment without compromising design flexibility.
Once the MVP was live, we shifted into a more intentional build-out phase. The goal was to expand depth, improve navigation, and strengthen SEO while maintaining the urgency and clarity of the original version. The full site build included:
Expanded pages with detailed program and camp information
Improved site hierarchy and user flow
SEO-focused copy structure to increase discoverability
Reinforced conversion points for registration across multiple pages
The design was refined to better balance athletic energy with academic professionalism, reflecting the caliber of both the athletes and the institutions involved.
final result
The final site is scalable, straightforward and performance-driven, built to reduce friction and support fast decision-making for users. It successfully balances immediate functionality with long-term growth potential.