Overview
Viroosh Sports Complex is a multi-facility venue competing for bookings online. Its website is often the first touchpoint for players deciding whether a court, pitch, or studio is worth visiting.
This case study is a UX audit and redesign proposal - not a shipped product engagement. I reviewed the live site through a conversion lens: can a visitor find the right facility quickly, trust the venue, and start a booking without friction?
Scope for this audit: look and feel, top navigation / information architecture, hero, stats, and homepage section patterns.
Out of scope (for now): booking flow and mobile responsiveness - those will be covered in a follow-up.
Problem
Visitors land on a site that looks like a generic template more than a branded venue. Navigation dumps too many facilities at once, the hero competes with itself on CTAs and chrome, and homepage sections use inconsistent layouts and weak proof points.
The north-star problem:
Sports venue visitors cannot confidently find the right facility - or understand why they should book - before they leave.
That gap shows up as hesitation at the facilities menu, mixed signals in the hero, and a homepage that does not build trust in a predictable way.
Method
I ran a focused heuristic audit of the public marketing site:
- Walked primary paths a first-time visitor would take (discover facilities → evaluate offers/events → consider booking)
- Inventoried navigation labels and facility depth
- Reviewed hero composition, CTA hierarchy, and visual authenticity
- Compared section patterns across Facilities, Offers, Events, and Reviews for consistency
- Prioritized findings by likely impact on discovery and conversion - not by how many issues appeared on a page
Findings
1. Brand and look & feel
Issue: The experience reads as an off-the-shelf template. Visual language, imagery, and content do not clearly signal Viroosh’s identity as a specific complex with real spaces and culture.
Why it hurts: Visitors struggle to connect emotionally or assess quality. Template feel reduces perceived uniqueness versus other venues.
Recommendation: Anchor the site in real photography of courts and activity, tighten brand voice in headlines, and reduce generic stock/layout cues so the venue feels tangible.
2. Navigation and information architecture
Issue: The Facilities menu behaves like an overloaded mega-list - core sports (cricket, futsal, badminton) sit beside niche arcade games and studios with little structure. Dual nav CTAs (“Book” and “Upload payment”) compete for attention. There is no sticky header or search to support long pages and deep option sets.
Why it hurts: Choice overload slows facility discovery. Payment upload in global nav is an operational task, not a top-of-funnel action, and muddies the primary CTA.
Recommendation:
- Group facilities into clear categories (e.g. indoor courts, racket sports, shooting / games, table games, fitness studio)
- Keep a single primary CTA in the header (Book); move payment upload into account / post-booking flows
- Add a sticky header on long pages
- Introduce search when facility and page count stays high
3. Hero and first-impression CTAs
Issue: The “A Sporting Experience” hero feels disconnected from its imagery. Two competing CTAs appear before visitors understand the offer. Social icons on the hero edge clutter the visual plane and interrupt scanning. Banner imagery does not consistently show the real facility vibe.
Why it hurts: Split CTAs dilute conversion. Clutter and weak authenticity make the first viewport less persuasive than it should be for a venue business.
Recommendation:
- Use a balanced two-column or centered hero with real venue photography
- Lead with one primary CTA toward booking; demote secondary actions
- Move social links to the footer or contact surfaces
4. Stats and proof
Issue: Stats exist as a trust device but feel repetitive or low-signal - ghost or non-impactful metrics that do not prove why this complex is worth booking.
Why it hurts: Empty or generic numbers undermine credibility instead of reinforcing it.
Recommendation: Surface meaningful markers: active members, events hosted, courts available, or similarly concrete venue proof - kept current and non-duplicative.
5. Homepage section patterns
Issue: Section titles and layouts are inconsistent. Facilities only hint at a few sports instead of presenting clear categories. Offers, Events, and Reviews lack reliable detail paths; alignment and card/carousel patterns differ by section. Reviews in a full-width animated carousel give too little reading time.
Why it hurts: Users cannot predict how information is organized. Inconsistency raises cognitive load and makes offers/events harder to evaluate before booking.
Recommendation:
- Standardize section header style and plain titles (e.g. “Offers and discounts”, “Events”)
- Present facilities as the same category model used in navigation
- Align section titles and content flush for a consistent left edge
- Use one layout system across Offers / Events (cards or carousel - pick one pattern)
- Show 3–4 standout reviews in a stable grid; link out for the full set instead of auto-rotating large cards
Priority roadmap
| Priority | Focus | Why first |
|---|---|---|
| P0 | Facility IA grouping + single header CTA | Unlocks discovery and clarifies the primary action |
| P0 | Hero: one CTA, real imagery, less chrome | Improves first-viewport conversion and authenticity |
| P1 | Homepage layout system + section titles | Makes the rest of the page scannable and predictable |
| P1 | Meaningful stats + review layout | Builds trust without noise |
| P2 | Sticky nav + search | Helps orientation once IA and content depth are fixed |
Learnings
- Venue sites fail conversion less from missing features than from unclear IA and competing CTAs at the top of the funnel.
- Template aesthetics are a trust problem, not just a brand problem - visitors use imagery and consistency to judge whether a physical space is real and worth booking.
- Audits are most useful when findings are clustered and prioritized. A long punch list without a north-star problem does not guide redesign work.
- Operational tasks (like uploading a payment slip) do not belong in global marketing navigation; they belong after intent is clear.