PGA TOUR Case Study
Overview
PGA TOUR is one of the preeminent golf tournament organizers in the United States. They desired to showcase in-depth tournament stats, while keeping fans engaged during live golf tournaments and between events.
Role
As Director of Product and Design, I was responsible for developing a comprehensive B2B2C product, design, and experience strategy that seamlessly united our client’s business objectives with an celebrated product experience for mobile platforms. Additionally, we would lay the groundwork for future app updates and develop an enduring relationship with PGA TOUR.
Process
My team conducted a thorough analysis of our target audience, researched mobile platform trends, and dove deep into the sea of golf data PGA TOUR supplied. This informed our feature offerings, informational architecture, and various states the app would need to handle, including during live tournaments, and helped define clear objectives and KPIs. I then led efforts to create a user experience that elevated the PGA TOUR among golf fans.
Problem
They have so much data, but aren’t sure how to organize it for consumption on mobile platforms.
Opportunity
PGA TOUR is in a unique position to deliver the most in-depth live golf stats for fanatics and casual tournament followers on the go.
Experience Objectives
• Create robust experiences that handle live and non-live states
• Drive live tournament viewership
• Get fans excited about stats
Design Objectives
• Modernize UI across platforms
• Make data easily digestible
• Design for every state of the tournament from live to offline
Overall Objective
Make PGA TOUR the most comprehensive and compelling off-course experience for golf fans.
Information Architecture
Sponsor Placement
Results
Record number of users and most revenue brought in to-date
$50M -> $90M
+164%
live streams
+207%
live viewing time per user
+800%
Android users
3Y revenue
Key Takeaways
As Director of Product and Design, I collaborated closely with internal and external stakeholders, including our partners at Apple and Google, engineers and designers, allowing us to move quickly, wield an unparalleled amount of golf data, and deliver robust mobile apps with unwavering performance both between performances and during live play.
Our efforts resulted in record revenue and led to future app sponsorships for our client, and the apps were featured on both Apple’s App Store and Google Play. Additionally, Apple invited our team to showcase the iOS experience on stage at their yearly developer conference. PGA TOUR mobile experiences delighted fans and consistently earned 4.5 star ratings.