Increasing Engagement for Titleist Vokey

Client Logo

Role

Client

Agency

Activites



Summary

Platform redesign to educate golfers on the importance of using a premier wedge. The results: average session duration increased by 22.7%.

Final Design
My work informed the visual design and development

Problem

Wedges are essential for getting on the green and near the hole, but golfers find wedge selection difficult. Characteristics like bounce (the ability to get under the ball) and loft (the ball's trajectory) must be matched with swing type and game style. Many do not appreciate how these technical differences impact their scoring performance.

Wireframes
Simpifying the wedge selection process

Content Strategy & Site Structure

Red Door and Vokey developed four key stages of education and awareness. Within each stage, unique content was developed to motivate golfers and fitters to choose SM6 wedges. I worked with Red Door to translate the amazing content ideas into a digestible structure. My diagram mapped the awareness funnel to different site categories while displaying the navigation system. This also helped me convince the client, and the team, to eliminate a branded navigation label that obfuscated the underlying content.

Sitemap
Content strategy translated into information architecture

Getting Real—Very Quickly

There was a tight 2.5 week deadline so I skipped formal, high-fidelity wireframes. I used a leaner approach to define the user experience while working closely with visual design and development. My process included a mobile prototype to explain a key interaction that couldn’t be represented with static documentation.



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