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Golf
PLATFORM
Web and Mobile
ABOUT THE PROJECT
The clients reached out to us to revamp their current portal which was segmented into many different sub portals and create one stop shop for all championships. From the brief only, I was excited to work on this project as it was sports related and looked challenging at the same time.
PLATFORM
Web and Mobile
INDUSTRY
Sports
TEAM COMPOSITION
Project Manager
2 Business Experience Designer
2 Product Designers (Me)
TIMELINE
February - December 2022
Overview
The United Golf Association (UGA) is the national association of golf courses, clubs, and facilities and the governing body of golf for the U.S. and Mexico. UGA produces and interprets the rules of golf & and also provides a national handicap system for golfers, conducts national championships, and tests golf equipment for conformity with regulations.
The goal is to create a single unified application that combines the functionality of the siloed event applications currently existing in a unified package, with a consistent elevated fan experience across all UGA championships.
What are the top problems to solve for?
Fan experience
Fans want a personalized, immersive experience that allows them to experience the game as it unfolds on their personal devices.
Member experience
Members want a distinguished digital experience that presents them unique offerings
Client Vision
For both onsite experiences and offsite interactions alike.
Our vision is to build an ENGAGING digital experience that IMMERSES fans in our championships and the game of golf by bringing them into the USGA ecosystem and creating a two-way, PERSONAL relationship with them.
Irrespective of the user’s relationship with USGA today.
Curating a personalized experience for all users.
Our Approach
When redesigning a golf website to enhance user experience, there are several key considerations and approaches that can significantly improve usability, functionality, and overall user satisfaction. Here's an outline of the steps I would take:
01. User Research
Begin by conducting user research to understand the target audience's needs, preferences, and pain points.
02. Streamlined Navigation
Simplify the website's navigation structure to make it intuitive and user-friendly. Ensure that important sections, such as tee times, course information, pro shop, and event schedules, are easily accessible from the main menu.
03. Responsive Design
Optimize the website for various devices, including desktops, tablets, and mobile phones. Responsive design ensures that the website adapts seamlessly to different screen sizes
04. Visual Appeal
Incorporate visually appealing design elements that reflect the aesthetics of the golfing world. Creating one design system for all the championships.
01. User Research
We floated a survey in our organisation (US) for people to select if they are avid golf players or viewers. Once we got the list of the people we reached out to them for one on one interview
The purpose of this activity was to know what an avid golf fan looks for when he opens the golf app or website. This will help us decide the priority of the features.
USGA widgets showing up on simple google searches
Pushing youtube/website live content via google to promote the game.
02. Streamlined Navigation
Streamlined menu and navigation structure for easy access to different sections.
We mapped out the navigation structure for various championships on Figboard, carefully noting the distinctive templates such as leaderboards, articles, videos, and ticketing, each having unique launch points for different championships. Subsequently, I meticulously designed templates for each feature, establishing a streamlined navigation process tailored to championships with shared launch points. This ensures a cohesive and user-friendly experience across different championships within the platform."
EXAMPLE
Key Concepts
01. Curated, Neutral Home Page
02. Authentication and Single Sign On
03. Leaderboard
04. Live Streaming
04. Visual Appeal
We created Design system, which has been covered in a separate Case study.
CONCEPT 1
Simplified Navigation
Top nav
Houses global controls for the entire app i.e.
Championship selector Shop and Ticketing (L-R)
Key Benefits
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Consistent Bottom Nav Bar
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Curated content carousels allow for better use of real estate
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Reduced Pages on ‘More’ tab
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Clear links to ‘Watch’
Bottom Nav
Quick access to the most used features from the bottom nav
CONCEPT 2
Curated, Neutral Homepage
A championship-agnostic homepage that serves users with personalized, relevant content based on identified user preferences and recognized patterns (e.g., relevant articles, stats, facts). Future state should be iterated upon and tested with users before implementation.
CONCEPT 3
Scoring & Scorecard
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Stay in the loop with real-time scores and tee times!
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Watch every televised shot after a hole is completed for a player in a scorecard.
Favouriting Functionality
Favourite your desire players in order to populate them on top of your leaderboard.
CONCEPT 4
Authentication & Single Sign-On
Authentication
Functionality for a user to log in for a more customized experience and connected fan experience.
Integration
Creating a SSO with other vendors to reduce the number of third party sign-ins e.g., only having to login once for access to all content - AXS tickets, Shop/Fanatics, UGA.
CONCEPT 5
Watch
Live Matches
Immerse yourself in the excitement of live golf matches and experience the game like never before.
Highlghts
Explore shot-by-shot videos featuring your favorite players in the dynamic highlights section, capturing every thrilling moment.
Reels
Dive into the world of golf through engaging video snippets presented in the form of reels, providing quick and compelling glimpses of the action.
Featured Videos
Additionally, enjoy a curated selection of featured videos, including exclusive interviews and conferences, designed to captivate and connect with fans on a deeper level."
03. Responsive Design - Website
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UGA Championship was also converted into a responsive website. We designed a modular website experience for each product feature keeping in mind UGA’s Adobe Experience Manager (AEM) environment that informed our architecture and approach for the site.
Both from the user experience and visual design perspective, we closely aligned it to the mobile app experience, to ensure parity between both platforms and increase familiarity amongst UGA’s fanbase.
Our approach was to design atomic component artifacts and establish a reusable design system ensuring the re-designed website not only gets a face-lift, and a refreshed modern web experience but also is easily authorable for UGA stakeholders.
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