rashmigloriasoreng
Golf Application
A unified Mobile & Web Fan Experience serving all USGA Championships
My Role
Lead UX Designer
Design + AEM integration
Team Size
Junior UX/UI Designers - 2 (India)
Senior UX/UI Designers - 1 (USA)
Project Timeline
Design time - 4 Months
Dev support - 3 Months
Summary
1. The Web & Mobile application was created for United states Golf Association for fans to view the status of ongoing golf matches.
2. The focus was to create a digital channel experience that was connected, consistent and elevated.
3. Introducing familiar features & interactions that enhances the experience and strengthen the usage across all platforms.
The problem that we are looking to solve
1. To consolidate all the 15 golf championship mobile application onto one app and redesign the web application.
2. Seemless transition of viewing the the golf updates on the web to the phone.
3. Giving our clients an easy and effective way of managing live content via a robust CMS.
Identified personas
The Casual Golf Fan
The Avid Golfer
Our Process
We started our design thinking for our CMS website by doing:
Client files, unable to show detailed sample of work
User Interviews
Our team interviewed golf fans and enthusiasts to understand the experience they cherish in watching or playing golf the most.
We wanted to bring the experience of golf from the ground to the palm of their hands
Key takeaways
-
Golf fans do not follow a championship, they follow a golfer and the championships they play in.
-
They enjoy short format videos as it gives them quick updates of key moments in the play
UX Audit of Exisitng Website
We audited our existing website where our focus was to evaluate our current features and based on the current data keep, remove or enhance the features.
This step was critical to our redesign as it helped us purge unwanted features and focus on features most useful to the users.
Key takeaways
-
As per the data existing features such as compare players & course stats were least used.
-
Favouriting a player, Top 10 players, Win probability were few features that the users clicked on the most.
Competitor Analysis
We did competitors analysis to see what our competitors were doing well.
We analysed Masters tournament, PGA tour, ESPN. We also analysed YouTube as enhancing our live viewing experience was one of the key priorities.
Next step: Creating a library for reusable components
Based on our learning we started identifying components to be enhanced or rebuild. The foundation we built -
A design system to ensure consistency across the website
A components library that was scalable and modular
Design Overview : The Experience journey that we crafted
Existing Website
Reimagined UI
The web experience journey
Landing Page
Designed articles and videos components that increase engagement, intrigue and provide quick & easy information for the fans to consume.
Quick reads – added an article component that is expandable for quickly reading an article, enabling the user to explore more information within the same page
Option to share the article on social media was provided to create a funnel of inbound users.
Video highlights – Providing videos that are snippets/highlights of the event that expands within the page itself, ensuring engagement and movement within the main page itself.
Scoring page design
Designed scoring page to aide the fans to star their favourite player. This allows for the starred player score to be shown always at the top of the list.
Ticker– was introduced to provide highlight videos and scores for the player the fan was specifically following.
This quick overview was a sticky bar on all pages.
Leaderboard drawer – The detailed score of the player could be seen within the drawer in the leaderboard itself.
It allows the user to quickly deep dive into the score while still scanning the leaderboard.
Its also reduces the cognitive load as there is progressive disclosure of data.
Live Streaming page design
The live streaming page was enhanced by adding streaming schedule along with the live streaming video listing on the left panel to always keep the fans informed as well as engaged.
Share feature to help promote the championship.
Graphic tee off view to enrich the fans experience.
The mobile experience journey
" From Buying a ticket to the game, to navigating on-site, to never missing an action - our mobile app did it all. "
Landing page design
Championship selector–
Allowed the user to not only switch between championship with ease but also acted like a calendar to remind about the upcoming tournaments to the fans.
Tee times & course map design
Locate –
Locate feature allowed the fans to find the location of the tee off while on-site so that they do not miss a moment in the game.
Watch live page design
Push notification –
Notification were added onto the lock screens so that the fans do not miss out on the plays even when are not able to actively following the match on their phone.
Video + Radio format–
The app supported live videos, saved highlights, live commentary from the matches giving fans a wide array of choices to support the many ways they could enjoy the game.
The Stats we saw during championship season
44.1M
Total Page
View
6.4M
Total Unique
Visitors
1.5M
Peak Daily Active
Visitors
260K
Visitors returned all Championship days
3.2
Pages Views
per Visit
Our Mobile application was the highest rated sports app on Apple Store & Google Play
#1 Sports Category
Our Ratings
4.7
4.5
Future Scope - Embedded Commerce
Reimagining the Merchandise & Promotion experience with a futuristic Asset hotspot view of the embedded commerce while the user is consuming golf content
