WHAT ARE YOU EVEN HERE FOR?
CHALLENGE:
In the start of 2022 TaylorMade launched an app, combining the digital ecosystem into one touchpoint. Many users saw it only as a pay-to-play access to exclusive product.
After multiple in-person user interviews and email surveys, we determined several kay barriers to entry for a paid membership: "What am I supposed to do once I download the app?"
MY ROLE
I owned UX design & Strategy for the app
STRATEGY
Give an overview of the app's functionality while maintaining 'newness' for frequent users
Problem: The original app interface was focused on product promotion
Solution: Create an interface that prioritizes the game-improvement aspects of the app
"Finally TaylorMade has listened to its customers. Their Home Screen is all about my golf game... Great Job!"
user: two_under_par
From email surveys, anecdotal feedback, and in-person user panels, people wanted more direction within the app. I designed the new home screen to push the main functionality of the app and de-prioritized product offers and tour news. The feedback has been overwhelmingly positive.
