PLAI is an AI platform for tennis and padel, combining B2C (smart match tracking, opponent matchmaking) and B2B (club automation).
I joined the project as Art Director / Lead Product Designer at a critical moment: 3 months before the open beta testing launch, the product looked like an MVP wireframe, jeopardizing deals with major networks (PARI PADEL, LUNDA).
My task: Create a visual language from scratch in 1 month that would be approved by investors, and scale it into a Design System.
I started with an express audit and in-depth interviews with stakeholders (C-level) to understand the reasons for three previous failed concepts.
Key insight: The problem was not just aesthetic. UX tests showed that users perceived the interface as a complex engineering tool, lost focus, and spent too much time on basic actions (finding the score, booking). The founder also wanted to stand out significantly from similar services and apps. Competitive analysis (Playtomic, Hawk-Eye) confirmed the need to shift focus from "utility" to "emotional sport-tech."
Conflict: The AI technology worked brilliantly, but the "raw" interface destroyed user and investor trust. Stakeholders demanded a unique visual code that would differentiate PLAI in a saturated market, but previous designers' attempts were rejected.
Business goal: Create a design that is not just "beautiful," but converts club interest into partnerships, reduces cognitive load on players, and serves as leverage for attracting investment.
Instead of randomly trying designs, I implemented a methodical approach.