Golf Course APP
App Design, User Experience Design, User Interface Design
Introduction:
This App is designed for a marvelous golf course. Transferring their services from traditional elegant website-based platform to easy-to-access mobile app. The goal is to provide the golf club members more pleasant experiences, by helping their members take greater advantage of all the services and amenities offered by the club, as well as making all the stuff they already do (booking tee times, requesting services while out on the course, etc) easier to accomplish, and therefore lead to happier members playing more games and making greater total spend at the course.
About the Course
This 18-hole golf course features 6,935 yards of golf from the longest tees for a par of 73. This prestigious golf course has long considered one of the best course in America, which carries a great history and architectural significance. Containing a marvelous collection of holes, this green complexes is a high-end golf club, so people join for the golf as much as for the networking, social aspect and prestige.
Team
Golf Club's Owner, Club Representatives,
Product Owner, Software Developer, Project Lead
My Role - Design Lead, UX / UI designer, Researcher(secondary)
Deliverables
Golf Club Mobile Application Design and Prototypes,
User Experience Research & Design, Concept development,
Wireframes, User Interface & Visual Elements.
The Problem
With the prestigious and marvelous golf course carrying great history, American golf clubs on the other hand are still using the old-fashioned website and phone-call services for booking and ordering. A need to update their process has been high in demand.
How might we bring better experiences to the valuable members, and lead to align with club’s business goals?
Our Solution
Creating an easy to access platform, providing more engagement and guided process, timely booking, tracking and ordering, as well as more enjoyable interactions,
to increase satisfaction from members, more booking and potentially more spending at the club. Our approach is an app for the Golf Club, holding their services on to the mobile platform.
Define the Stakeholders’ Goals & Gather Requirements
Synthesizing the Current State & Going Beyond
We started things off by interviewing two representatives from the club, who were the specialists in understanding club’s members demands and insights. We gathered information about their current booking and playing processes. We also tried to find out the frustrating parts of the current process that lower the conversion rate and received the most complaints.
Hypothesis & Verification
There were two concepts we were super interested in for adding values for the golfers: tracking while in the game and ordering services on the golf course. At the beginning of this project we were un-sure with what aspects we could include and solve. We used the interviews, survey data points, and discussion sessions to gather professional insights in those aspects which lead us to find out that they would want to combine both and already have the source of providing those services.
Impact of word-of-mouth referrals by industry. For golf, one have much to lose by neglecting the players, but also a lot to gain by ensuring a good experience:
How would players rank order the following features of the Golf Course from what they feel is the most important feature (7) to the least important feature (1):
Why an APP?
Instead of just working on the problems of current process and platform limitations, we wanted to dig deeper—What are the key problems we are trying to solve with the new solution? How do people feel about the current golf experience at the course? What are the pain points from golfers as well as from the club side?
One of the key purposes of finding the new solution is to provide members better experiences at the golf course. The most wanted change from the voice of members is to smooth the service process, including booking the tee time, checking the course information and current conditions, and making on-the-course services requests. Although the initial proposal from the stakeholders is to create an App, we still validated all the possible solutions before we started. We could renovate the website, add more service points on the course, hire more phone call operators, etc.
At this stage, both the stakeholders and our developing team firmly believe that developing an app is the best solution, as well as what main features are considered on the list.
User Journey
Based on the user journey and previous user experience research, I created the information architecture of the App. Through the mapping of these goals, actions, and pain points, we understood the current members’ emotional states as well as where our opportunities fit in. Essential functions were discussed and agreed.
Wireframe, Prototype & Iterate
At this stage, I started wireframe and sketches. With exploring different display/layout options, we have design review meetings with the internal team. Based on the feedback from Golf Club's Owner, Club Representatives, developing team, and other stakeholders, I continually iterated my design.
