PGA Championship

PGA of America Digital Partnership

Role: Executive Leader Of Product Design, UX & Innovation

The PGA of America sought a digital partner to create and maintain essential digital platforms for their premier events, including The PGA Championship, Kitchen-Aid Senior PGA Championship, and Women's KPMG Championship. This involved annually refreshing the design and functionality of each property across web and mobile applications. I spearheaded multidisciplinary teams encompassing Design, UX, Product, Engineering, and Quality Assurance at NBC Sports, collaborating closely with stakeholders from the PGA of America and its affiliates, as well as various technical and marketing vendors. My role ensured the execution of fresh and inventive features, adherence to key delivery schedules and maintained consistency with the PGA of America's brand standards throughout the project execution.`

Design Process

Our design process for the PGA of America products was comprehensive and iterative, incorporating various methodologies to ensure effectiveness. Beginning with Competitive Analysis, we evaluated industry standards and trends to inform our approach. Focus Groups allowed us to gather direct user feedback, ensuring our designs resonated with the target audience. Employing Iterative Design and Design Thinking methodologies, we continuously refined and optimized our solutions based on user insights and stakeholder feedback. User Acceptance Testing (UAT) and Load Testing were integral steps to validate functionality and performance. Given that the PGA products had five different states, each catering to evolving user values across the product lifecycle, we approached their design independently. However, we also evaluated them both independently and interdependently to ensure coherence and consistency across all states, ultimately delivering a unified and user-centric digital experience.

Discovery

Market Research - After reviewing digital platforms for other golf majors, The Masters emerged as our primary focus due to its exceptional performance throughout the event and positive feedback. Leading in technology and user experience, its mobile app provides live streaming, real-time scoring, interactive maps, and augmented reality features. Advanced data analytics further elevate player performance analysis, underscoring The Masters as a trailblazer in blending technology with golf tradition.

Stakeholder Interviews - We conducted stakeholder interviews with the PGA of America to assess the strengths and areas for improvement in their existing website and mobile app. By assuming responsibility for website and app design, UX, and development, we sought insights from key stakeholders to understand what aspects were effective and where enhancements could be made. These consultations provided valuable guidance for our team to align our efforts with the organization's objectives and deliver an improved digital experience that meets the needs of both the PGA and its audience.

Surveys & Focus Groups (VOC) - In addition to stakeholder interviews, we extensively analyzed survey data collected from previous PGA Championship events and gathered insights from the PGA's website and mobile app. Moreover, we conducted several focus groups with target customers to validate stakeholder and market priorities. This comprehensive approach ensured that our design, UX, and development decisions were not only informed by stakeholder input but also validated by real-world feedback from the PGA's audience. By incorporating insights from surveys and focus groups, we aimed to create a digital experience that resonates with users while aligning with the PGA's strategic goals.

Results

Final Designs

In leading the design efforts for the PGA of America’s digital platforms, I was instrumental in creating a comprehensive design system that served as the foundation for all visual and interactive elements across the website, mobile app, and digital ads. This design system ensured a consistent and cohesive brand experience, streamlining the creation of new features and assets. My team and I developed and implemented the visual designs, focusing on user-centric principles to create intuitive interfaces for the website and mobile app while also crafting visually compelling ad designs that effectively communicated the PGA's brand and event messaging. This holistic approach allowed us to maintain brand integrity across all digital touchpoints, enhancing the overall user experience and engagement.

Design System