Redesigning the Playbook for Event Registration
Client
Sapphire
Year
2024
Sapphire Productions had a problem. As a cheerleading event organizer operating across Quebec, Canada, and sometimes the U.S., their registration platform was turning victories into logistical nightmares. Important features were buried. Useless features cluttered the interface. Event planning became a mess of Excel sheets, manual roster updates, and long email chains.
During the most critical planning moments, the platform wasn’t helping — it was creating more work. And for club owners trying to register, the experience was frustrating at best, chaotic at worst. Sapphire needed a tailored solution, one built for the unique rhythm of their season.
Scope of Work
Scouting Report: Understanding the Game Plan
Before we wrote a single line of code or moved a single pixel, I spent time with the Sapphire team — talking to both stakeholders and admin users. We mapped out what they actually needed from a registration platform. What tools mattered. What slowed them down. Where the pressure points were.
Through these sessions, we uncovered a major external influence: Cheer Canada. Their yearly changes to divisions meant Sapphire needed a platform that could flex, update, and scale without breaking. Together with the team, we developed a Division Manager — a tool that let admins restructure divisions year over year with minimal friction.
First Quarter: Hitting the Field
We shipped the first version: admins could now create events, define divisions, and accept registrations. It was a solid start — but real-world use quickly revealed cracks.
We’d designed the system to require manual entry of each athlete. That made sense in theory. In practice, some clubs had rosters of over 1,000 athletes. Asking them to enter everything manually? Not going to fly.
Suddenly, we were in crisis mode. Registrations stalled. Club directors were frustrated. It was all hands on deck.
Halftime: Making the Adjustment
To respond quickly, we split into two teams. One team supported clubs manually — entering athletes into the system for them so they could register. The other team sprinted to design and build a bulk upload feature.
It worked. The new feature let clubs upload rosters with just a few clicks. They could register faster, make updates more easily, and still retain full control over their teams.
Second Half: Momentum Builds
With the new bulk upload feature in place, adoption skyrocketed. Clubs onboarded quickly. Admins could finally breathe during registration season. The Division Manager proved flexible enough to handle the annual changes from Cheer Canada.
We kept iterating, resolving small bugs, and smoothing out workflows. By the end of the season, the platform had gone from a liability to a core asset. Other event organizers started asking Sapphire what system they were using.
Overtime: Planning the Future
It’s now 2025. Sapphire has seen higher registration numbers and smoother event prep cycles. Their platform isn’t just working — it’s leading.
Next up? Invoice management. We’re gearing up to introduce direct payment capabilities within the platform, closing the loop and making event logistics even more seamless.
Final Whistle: Lessons Learned
Simple doesn’t mean easy. Sometimes the smallest user flow can cause the biggest headaches. Don’t underestimate scale.
Co-creation wins. The more time spent listening upfront, the better the product down the line.
Speed matters, but recovery matters more. Our response to the roster-entry issue turned a near-failure into a signature feature.
This wasn’t just a redesign. It was a real-time test of teamwork, adaptability, and user-centered design in the wild.
