Challenge
After multiple in-person user interviews and email surveys, we determined several key barriers to entry for a paid membership: "What am I supposed to do once I download the app?"
Result
After the design was implemented, subscriptions increased and the app store rating improved to a 4.8.
Strategy
In the redesign I created an interface that prioritized the game-improvement aspects of the app, while also allowing for exclusive product promotion.
We re-focused the home screen on the user’s game stats, recent scores, and recommended drills.
This shift in focus helped users recognize that the app is a valuable tool for their golf journey, rather than just a paid gateway to limited-edition products.
“
Finally TaylorMade has listened to its customers. Their Home Screen is all about my golf game... Great Job!”
iPhone User: two_under_par
We negotiated a partnership with the USGA® so users can post tracked rounds to their Handicap Index
Collaborating with the USGA presented unique challenges. Approvals for legal, branding, and functionality tend to be slower during the Tour season. Despite the less-than-ideal user flow, we made compromises to launch the partnership successfully this year. As development progresses, we are committed to enhancing the user experience significantly.
The app provides a native shopping experience, offering exclusive members-only access to limited-run products.
We enhanced the members-only shopping experience by incorporating lifestyle images and video content into the product pages, bringing in over $1.5b in revenue.
We partnered with a company called ‘Swing Index’, offering users to upload a video of their to get feedback from real coaches.
The design strategy involved transforming an existing app to align with the framework and user flows of the TaylorMade+ app. I eliminated unnecessary redundancies and revamped the UI to better highlight the app's content. The rework was highly successful, leading to the implementation of many of my designs into their app as well! In the 1.5 years since launch, we’ve helped coaches improve over 10,000 swings.
