If it ain't getting better, it does sound like a patella tendinopathy, so you may need to start eccentric loading exercises. Which basically means doing 1 legged squats, do them on an incline of about 30 degrees under the ankle. Also orthotics and biomechanic exercises may help greatly... Sorta thing you should get a bit of physio input to make sure you got it right.

Cheers,
Pud