ATP Tennis ID (SSO UI & UX)

Tennis ID was created to provide tennis fans with a convenient and secure login for all digital tennis experiences, simplifying access to platforms, content, live scores, and ticketing across the industry. It also enables businesses to deliver more personalised services and targeted advertising, driving greater personalised engagement.

Final Results

The final design provides fans with a progressive, tech-oriented sports brand, all within a single sign-on, secure account. This removes barriers to enjoying live scores, purchasing tickets, and accessing content across all ATP and partner platforms. The onboarding flow fosters trust through clear explanations of the sign-up and login processes, thereby enhancing the overall experience.

Deliverables

• Brand development, including initial styles.

• UX flows for onboarding and login.

• UI design system ensuring consistency across multiple digital devices.

• Prototypes for stakeholder testing and iteration.

Lessons Learnt

• Trust is the biggest barrier in single sign-on — users want clarity on how their data is used.

• Frictionless design doesn’t mean removing steps; it means optimising the ones that matter.

• Early alignment with legal, data, and marketing teams helps avoid redesigns later and ensures that user adoption and education are high.

Next Steps

• Start implementing biometric authentication now to set a new standard for faster and more secure sign-in experiences.

• Begin building modular guidelines today so that Tennis ID can be quickly adopted by third-party platforms worldwide. Help drive holistic digital transformation in the tennis industry.

• Development of an educational brand awareness campaign to create trust and reassurance amongst tennis and sports fans alike.