LPGA

Women’s sports traditionally do not get the same attention as men’s. The LPGA was looking to overhaul their digital experience and change the conversation. Their goal was to create the “go to” experience for women’s golf fans, increasing fan engagement by providing them with easy access to live scoring, premier editorial, video content and visually statistical data.

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

Starting with a series of ideation workshops with both stakeholders and fans, we developed a multitude of ways to connect the player experience to the fan experience across all four of our target audiences keeping the experience principles and strategy in mind. These connection points spanned the entirety of the user journey so no matter how they were consuming the content (website, app, TV, streaming, social), it was a seamless experience.

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 building a new token-based 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.