LPGA

Women’s golf has become a worldwide movement and needed a fresh approach to showcase the power of the sport and the athletes driving it. The LPGA was looking to bring that energy on the ground to life through a digital experience that could match the league's evolving future. We needed to make the LPGA’s story both dynamic and accessible, capturing the high stakes of competition while making fans feel connected to every swing. The redesigned LPGA website and mobile app offers a forward-thinking experience that brings dynamic narratives to life, guiding fans through unexpected moments that captured the essence of the game.

Role: Design Lead, UI Designer // Agency: Hero Digital

Managing and delivering vast amounts of content and real-time data was essential to engaging LPGA fans, and we built a robust system to handle it efficiently. Authenticity and expanding impact were paramount to the project, as well as, ensuring the experience was effortless, pushed boundaries, and built deep connections.

A brand new app allowed LPGA fans continued access to all the site content, as well as, giving them exclusive access to maps, data, social integrations, and more for those fans experiencing woman’s golf live.

Designing a complete digital experience entailed tearing down and creating a new token-based, ownable design system from scratch and modernizing the LPGA brand through, among other things, new fonts & type ramp, updated colors, and a revamped suite of icons.

The new design system was crafted to be robust, intuitive, and ready to scale. With 11 million historical scoring results integrated, the platform ensures that every stat, highlight, and player journey is instantly accessible.