LPGA
Concept Work / Marketing Site
The Ask
Deliver a next-generation tournament action with a fan-first experience. With the rise in the popularity of women's golf, came the need to raise awareness of the athletes on the tour.
Factually, men are predominantly fans of women's golf. The PGA tour players are deemed "superhuman" and unobtainable to the common person and women's golf stats are in line with those of skilled weekend warriors looking to improve their own game. Making the data easy to read was the first mission along with building the personalities on the tour.
We focused on mobile-first with this idea of "opposing forces" accentuated with tight spacing and strict use of the grid throughout the comps.
Bringing a level of craft to the design requires scrutiny over the small things like typefaces and refining the variables of each to achieve the desired look better and feel.
After the client had chosen a visual direction, we learned that they had new photography and they wanted to reposition the players as the gladiators of the tour. We took that idea and worked on theming the player profile based around positions in various season rankings.
In the quiet time between the client presentation and the chosen visual design direction, I began to lay out the greater experience for the React app that would be developed. I didn't get to complete the entire journey before a specific UX designer was brought in but my focus was on putting the fan deep into the detail. Because the LPGA doesn't have the luxury of end-to-end television coverage, it was important to make the action accessible for each player and each tournament day. I wired out an idea for the project that would help spectators have confidence in visiting the course on the day and what they could expect.
