Platform redesign to educate golfers on the importance of using a premier wedge. The results: average session duration increased by 22.7%.
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 golfers do not understand that these technical differences impact their scoring performance.
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.
There was a tight 3 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.