I was responsible for taking our strategic goals and bringing them to life through a series of connected experiences designed to make the PGA Tour easy, fun and memorable for fans.
Overview
We were asked to provide data collection on attendees of PGA Tour events by driving app downloads so the organization can offer better sponsor value and targeted customer experiences.
We can do that.
But we also noticed a deeper problem: focus had drifted away from what fans want to what sponsors want. To find the win-win for fans and sponsors, we went back to the drawing board.
Project Goals
Skills & Methods
Increased on-site fan engagement
Increase use of mobile app for ticketing(purchasing and redemption) — currently only 2% of tickets holders can be identified
Reduction in food, beverage & merchandise wait times by using mobile payments
Improve on-site navigation
Information Architecture
Wireframing
Usability Testing
Digital Prototyping
Systems and Feature Design
Visual and Interaction Design
🕵🏾♂️ Discover
To get an idea of what our PGA fans experience, we had to look at all touchpoints in the PGA journey, and this came out to three stages:
Pre-event → During the event → Post event
Journey Map
After doing this, I mapped out the fan journey for each part of the event to be able to name painponts our fans experience. What we found is that going to a PGA event is similar to a travelers very first visit to New York. Each new course, and each new tour, you see different amenities, layouts, players, rivalries, environments, and more… It can feel like a dozen simultaneous events are happening.
Once I completed the journey map, I performed a heuristic audit of the app to find the next set of pinpoints. I highlighted a few screenshots of my audit process below:
Menu Audit
Ticket Audit
Ticket Audit
The following are the painpoints that emerged from my discovery phase:
App Painpoints
Event Painpoints
Low utility
Poor on-boarding
External linking to mobile webpages
Lack of cohesive visuals
Lack of consistent IA
Menu items are tucked away & UX copy is confusing
Ads everywhere(breaks your concentration on task completion)
Crowding
Long wait times for food, beverages & merchandise
Exhausting
Confusion with wayfinding
I was fortunate enough to work with Ryan Conner & Julian Grimes on this project, two phenomenally talented brand strategists who led the charge on research to find more blindspots PGA might be missing. We conducted phone interviews with, and sent surveys to PGA fans that attend(ed) their events.
General Industry Findings
The first & newest thing that stood out to us was“Most importantly, a younger audience is interested in golf[source]”
In addition to 6.4 million 18- to-34-year-olds playing the game today, golf has another 12.2 million who express real interest
As age increases the number of hours and usage of apps on mobile devices decreases[source]
👨🏾💻 My Role
Overview
Project Goals
Skills & Methods
🕵🏾♂️ Discover
App Painpoints
Event Painpoints