NCSA
Redefining the Athlete Journey
Overview
Strategic
service
framework
Persona
Journey
Map
Service
Blueprint
NCSA is a leading U.S. platform that connects high-school athletes with college coaches. Our collaboration focused on redefining how the organization supports athletes and families — shifting from a digital recruiting tool toward a comprehensive, human-centered service. The project aimed to create a more coherent and emotionally supportive experience that combines performance guidance, education, and personal growth throughout the entire journey. The outcome is a strategic service vision that aligns NCSA’s mission with the real needs of young athletes and the people guiding them.
To bring the vision to life, we developed a strategic service framework that connects user understanding with operational clarity. It is composed of three key design artifacts — the persona, customer journey map, and service blueprint — each capturing a different dimension of the future NCSA experience.
Represents a 17-year-old student-athlete balancing ambition, academic pressure, and family expectations. The persona captures emotional drivers, motivations, and pain points that shaped the tone and priorities of the redesigned service.
Visualizes the athlete and family experience across four stages — discovery, active recruiting, commitment, and transition. It reveals emotional peaks, uncertainty points, and key opportunities where NCSA can offer stronger guidance, education, and reassurance.
Translates the journey into an operational model by connecting frontstage interactions (Recruiting Coaches, Families, Athletes) with backstage systems, roles, and workflows. It defines how digital tools and human touchpoints work together to ensure consistency and empathy at scale.
Besjan Haziri
Portfolio 2025
Service:
Lead Service & UX Designer
Client:
NCSA Recruiting
Florida, U.S
Year:
2025
