Designing BWF’s AI powered development platform to support 200+ member organisations
Image 1: Initial eterprise IA scoping
Image 2: International Federation dashboard for BWF capturing multi-dimentional KPI’s to visualise and bring insights
Image 3: Athlete planning, prioritisation and training scheduling system
Image 4: Creating feature requirement tickets, strategising priorities and tracking product development through JIRA
Key Skills:
Systems Thinking, Information Architecture, Hi-Fi Prototyping, Data Visualisation, AI Product Design, Requirements Articulation, Cross-functional Collaboration, Stakeholder Management, AI tools and processes, Enterprise Product Design, Product Management
Disclaimer:
For more information on the process and approach, please reach out and we can have a chat.
Challenge:
The Badminton World Federation oversees 194 national member associations globally — each at a different stage of development, with different resources, priorities, and capabilities. How do you help a federation of this scale move from passive oversight to active development support — for users who work on 20+ years old legacy systems.
Approach:
Conducted discovery sessions directly with international federation stakeholders to understand needs, priorities, and existing process gaps — translating ambiguous requirements into a clear product direction
Established a stakeholder engagement strategy that framed the platform as solving a scale problem rather than a process failure — critical for federation buy-in.
Defined the information architecture for a multi-module and multi-tier platform; covering member development, organisational assessments, coach education, athlete and event management.
Designed KPI monitoring dashboards and AI-powered recommendation systems for federation-level decision making — solving for cognitive load across complex, multi-layered data visualisations
Worked closely with front-end and back-end developers to ensure design intent was technically feasible — contributing to sprint planning and delivery timelines in a PM capacity
Scoped a multi-agent AI architecture — defining coordinator and specialist agent roles, metadata inventories, and interaction models at the intersection of UX and systems design
Impact:
Platform currently in active development with BWF stakeholder engagement ongoing. Discovery and design work successfully aligned federation and development teams around a shared product vision — reframing the platform from a software tool into a strategic development instrument for member organisations.
Engagement has since expanded beyond BWF, with interest from ASOIF — bringing additional international sports federations to the table as prospective partners.