Idea / Pinehurst was looking to breathe new technology into a historic pastime.
Industry / Sports & Recreation
Role / UX Design, Strategy, Interaction Design, Interface Design
Case Study / View Case Study here
Pinehurst No. 2 is one of the world’s most celebrated golf courses. It has served as the site of more single golf championships than any course in America and hosted back-to-back U.S. Open and U.S. Women’s Open Championships for the first time in 2014.
The approach / Pinehurst wanted a way for guests of their resort to interactively record and share their scores from their day on the course. My job was to study habits, interview golfers, and come up with an application that could help golfers and visitors share their experience. Starting with an onsite visit, I conducted research, interviewed stakeholders, and began concepting the experience.
Oh, and I got to golf a little bit, too.
Blending old with the new
I found out a lot about golfers habits as well as demographic of people visiting courses like Pinehurst. Through research and interviews (and my own personal desire to play one of these courses), I found this demo loved to inject technology into their experience, as long as it didn't interfere with the historic and time-honored tradition of playing this course.
We had a brief, and came up with criteria that would match what Pinehurst was envisioning: to enter their scores after a round, and send to themselves, family or friends, and share it socially.
The tough part was: golfers already usually entered their scores as they played the round. So how do we create a clean, memorable and engaging experience that made it worthwhile to do that again?
To the whiteboard I go.
A historic course
I wanted to make sure we included the history of Pinehurst in this experience. As you entered your score for the 13th, you were reminded that Phil Mickleson hit a 211 yard draw on this hole to birdie out and tie Payne Stewart in the 1999 U.S. Open. And that par you saved on the 17th over water? Tiger did that in 2006. Just like you did.
I used inline imagery and messaging, with interactive elements to achieve this, making it engaging along the way.
I also made small sacrifices to design this with as few of touchpoints as you went through. My goal was to get this to be as easy to use as possible, for all ages and demographics.
Sign and Attest your round.
The outcome was 4 standalone screens located in The Deuce, a brand-new restaurant and bar located off the 18th green. While golfers were ordering their post-round drinks and recounting their rounds, they could use this experience to recall their day on the historic course.
You could also dynamically attest your scorecard by a PGA professional, which was a nice little touch.
I created this little PDF of some of the screens, and you can view it here.
Read all about the details of the work.