Description:

We were engaged to help the Institute of Golf design and develop a new digital platform where amateur golf players can develop their skills with the same tools used by professional athletes. The Institute of Golf had an existing digital platform with limited functionality. Our task was not to revamp this platform, but rather to help re-envision it and build a new version from the ground up.

We worked with the client to review their existing platform and processes, to determine areas of improvement and establish a list of desired features for the new platform. We then conducted in-depth user research with golf players and coaches to understand their needs. This included granular concerns, like the differences between professional and amateur golf, and specific tournament rules such as the ones regulating the use of mobile devices on the course. We designed, prototyped, tested and roadmapped an MVP from an initial version through to version 3 of the software.

Our product design team was particularly focused on visualising noisy stats in a way that would be intelligible to players across the board. We achieved this through rolling averages, the use of various visualisations, text explanations and clear introductions. We built a design system and created bespoke components to be used within the platform, including charts and graphs.

Additionally, we helped the client create a business and pricing model, based on the competitive landscape and the core value they were providing to golfers.

The development of the platform was a joint platform with a third party that specialises in creating machine learning models. The backend is powered by our proprietary framework. Our design team handled the landing page design and development, using Webflow.