PGA Junior League Golf
PGA Junior League Golf is fun, social, and inclusive new team format to the game of golf with the experiences and expert coaching from PGA and LPGA professionals for youth boys and girls, of all skill levels. It’s about playing as a team, making new friends, and having fun. Since the initial launch, we have continued to improve the site through multiple redesigns, new features and updated functionality.
Roles: Creative Direction, Web Design, UX/UI Design
In collaboration with Designer Sean McGrath
Goals
The PGA approached us in 2015 with the challenge of driving sign-ups and promote their brand new social and inclusive initiative, PGA Junior League Golf. Our goal was to create an emotional and energetic website that was built around 3 foundational takeaways — fun, social and inclusive.
Challenges
Complex Registration
When PGA approached us from the beginning, I worked directly with the PGA team to understand the complexities of the registration process. In addition to the technical requirements needed to register, we also needed to create a clear path for users to learn about the brand new format, understanding where and how to play, and ultimately to drive sign-up.
Sign-ups
To achieve driving sign-ups efficiently, we had to understand the vast amount of information, parameters and edge cases needed to get our users to what they’re looking for.
Branding
One of the challenges we faced was developing brand guidelines for the new initiative. I worked with my design team and PGA to build the foundation of their brand identity and shaped how we approached typography, colors, and UI elements.
Strategy
Search Experience
The very complex nature of unique requirements for each sign-up path led us to building an Advanced search interface and experience. Through several rounds of wire-framing, prototyping, and redesigns we developed a clear and functional path to meet our users’ needs.
Results
Today, there are 75,000 players, fans, coaches and captains signing up through the website per season — to date there are 307,000 members in our directory. In 2020, we broke the single day record with over 1,100 player sign ups following a search experience design improvement.