Skate Cabal ~ Redesign


Skate Cabal is a multi-award-winning roller skating community in the UK. Founded by James Kaguima, the community aims to amplify safe spaces, culture, and stories for the roller skating community. Skate Cabal has received grant funding from various organisations and aims to provide pop-up roller skating events, coaching sessions, and festivals, as well as grow its audience to develop its own retail apparel and merchandise.


Lack of purpose-built spaces for the roller skating community in the UK. People felt displaced and forced to find places that did not directly cater to them, (Such as Car-parks and other un-suitable public areas), and may sometimes be viewed in a negative light (Anti-social behaviour).


I wanted to create a unique and engaging online platform that would bring together the roller skating community in the UK. My goal was to provide a space where skaters could connect with each other, share their experiences, find resources and support to help them pursue their passion for skating. and amplifying their voices to be heard.

To achieve this goal, I decided to create a application that would be intuitive and user-friendly, making it easy for skaters of all levels to navigate the platform and find the information they need. My critical success factors included creating a design that would be visually appealing and engaging, as well as functional and easy to use.


Design Process:

  1. Define the problem: The first step was to understand the problem that Skate Cabal was trying to solve, which was the lack of purpose-built spaces for the roller skating community in the UK. This involved researching the current landscape of roller skating in the UK, conducting user interviews with roller skaters, and analyzing the competition.

  2. Ideation and concept generation: The next step was to brainstorm and generate ideas for how to address the problem. This involved sketching and prototyping various solutions, such as a mobile pop-up skate events (to build a community), and an online community platform (To retain the community).

  3. User testing and feedback: Once some initial concepts were developed, user testing was conducted to get feedback and validate the ideas. This involved setting up a test group of roller skaters, presenting the concepts, and collecting feedback on what worked, what didn’t, and what could be improved.

  4. Refinement and iteration: Based on the user feedback, the concepts were refined and iterated upon. This involved making changes to the designs, adding or removing features, and making sure the solutions were feasible and viable.

  5. Final design and implementation: Once the concepts were refined and tested, a final design was selected and implemented. This involved creating detailed design specifications, developing the application, and launching it to the public.

  6. Evaluation and iteration: After the application was launched, ongoing evaluation and iteration were conducted to make sure it was meeting the needs of the users and the business. This involved tracking metrics, collecting feedback, and making changes to the application as necessary to improve its performance and usability


The project began with a discovery phase, which involved conducting research on the target audience and understanding their needs and pain points.

To inform the digital UX/UI product design for Skate Cabal, research was conducted to better understand the needs of the roller skating community and how they interact with existing digital products. The research included online surveys, interviews, and user testing with members of the Skate Cabal community and other roller skating enthusiasts.

Key findings from the research included:

  • The roller skating community in the UK is rapidly growing, but there is a lack of purpose-built spaces and events to cater to their needs.
  • Roller skaters often feel displaced and have to resort to non-ideal locations that do not directly cater to them
  • Roller skating provides an opportunity for people to connect and overcome mental health issues.
  • The majority of roller skaters use social media to connect with other skaters and share content
  • Skaters are interested in buying high-quality, durable roller skating equipment and apparel, but often struggle to find brands that cater specifically to roller skating, so rely on DIY solutions.
  • Skaters are often interested in attending roller skating events, but can struggle to find information about them and may be deterred by high costs
Based on these findings, the UX design for Skate Cabal would aim to address these needs and improve the overall experience of being a part of the roller skating community.


In the ideation stage of the Skate Cabal case study, several methods were used to generate and develop design ideas, including:

  1. Brainstorming: This was used to generate a large number of ideas quickly. We conducted brainstorming sessions with the Skate Cabal team and other stakeholders to generate ideas for potential features and functionalities of the website application.

  2. Mind Mapping: This was used to visually organize and connect the different ideas generated through brainstorming. We created mind maps to identify the relationships and connections between different features and functionalities.

  3. Sketching: This was used to explore and develop different design concepts. We created several sketches of potential user interfaces, and iteratively refined these sketches based on feedback from the Skate Cabal team.

  4. Wire-framing: This was used to quickly test and iterate on design concepts. We created several low-fidelity wire-frames of potential user interfaces, and tested these with the Skate Cabal team to identify areas for improvement.

By using these methods, we were able to generate a large number of ideas, and rapidly develop and test potential design concepts, helping us to arrive at the final design for the website application.

Some potential design features could include alongside Skate Cabal’s existing website:

  • A social media platform specifically for roller skaters to connect, share content, and find information about events and roller skating spaces
  • A directory of purpose-built roller skating spaces, including information about location, hours, and amenities
  • An online store selling high-quality roller skating equipment and apparel, with a focus on durability and performance
  • A calendar of upcoming roller skating events, with information about location, cost, and other relevant details

Low fidelity – Wire-framing

High Fidelity Wire-framing:

Final Product:

Testing and Launch

Before launching the website, we conducted extensive testing to ensure that the user experience was seamless and that the website was responsive across all devices. We also optimized the website for search engines to improve its visibility.

The design would prioritise usability, accessibility, and inclusivity, ensuring that all members of the roller skating community can easily access and use the platform on Glide app:

  • Over the course of several months, I developed a prototype of the platform on Glide app, incorporating feedback from users and testing different design options. I focused on creating a simple and streamlined user experience, with clear navigation and intuitive interfaces.
  • To test the effectiveness of the design, I launched a beta version of the platform on Glide app, inviting users to test out the features and provide feedback. Based on this feedback, I made several revisions to the design, improving the overall user experience and incorporating new features and content.
  • Currently experimenting these additional features using Glide platform: Click here to view

The website was launched successfully, and the results were impressive. Within the first month, traffic to the website increased by 50%, and Skate Cabal saw a significant increase in event sign-ups and community engagement. The website helped Skate Cabal achieve its goals of growing the community, promoting events and services, and building brand awareness.


The Skate Cabal website was designed with the user in mind, with a focus on creating an engaging and intuitive user experience. Through the use of bold colors, playful graphics, and custom functionality, we were able to bring the brand to life and create a website that resonated with the target audience. The website played a critical role

Overall, the digital UX/UI product design for Skate Cabal would aim to improve the experience of being a part of the roller skating community, making it easier for skaters to connect, find resources, and attend events. By addressing the needs of the community in a digital context, Skate Cabal can continue to grow its audience and provide valuable services to the roller skating community.

Visit the website

Click the mobile