Project overview.
What is TaylorMade Golf?
During a worldwide pandemic, a new Spring sales season ramped up with a slew of critical new product launches, and TaylorMade’s status as a market leader hung in the balance. TaylorMade needed to fend off a host of challenger brands by reasserting its leadership position and energizing its connection with golfers.
Validating the problem.
As a leader in product innovation, TaylorMade required a digital presence to match. The previously untapped opportunity to translate digital into valuable utility could provide an edge to drive sales, connect with customers and leave the competition behind. In the fickle category of golf equipment, market leader TaylorMade needed to engage golfers with utility that would help improve their game. Because premium golf equipment is a high-involvement purchase, golfers are generally unlikely to purchase these products without trying them out first.
The solution.
We created a connected, digital ecosystem including 3D product interaction, sharing and ecommerce for TaylorMade where every touch point was designed to evoke the tactile in-store experience of handling the equipment up close. This drove users towards their favorite device to customize their dream club and improve their game. The responsive web solution underscored TaylorMade’s innovation through interactions that were as streamlined and sophisticated as the products themselves.
Early iteration of customizer with 3D renderings working in ui.
About Jeff...
The process.
Empathize
Know your users Find the pain/frustration
Define
Frame the right problem,get the right solution Define problems and goals
Ideate
Exhaust as many ideasas possible
Prototype
Build to test
Test
Usability testing Learn about your solutionsand users
Empathize.
As with every project, we started by learning as much as we could about the customers' journey, their needs and current frustrations when purchasing custom golf clubs and related products online. The results gave us valuable insight to move forward with.
Customer interviews
Interviews with current TaylorMade customers revealed three key takeaways:
Personalized product visualization and augmented reality (AR) experiences elevate customer engagement.
High-quality images and 3D renderings support storytelling-based marketing, enabling brand differentiation in the market.
Interactive in-store displays create unique and memorable shopping experiences.
KEY FINDINGS
Competitive analysis
To identify the competitive landscape, an analysis was conducted, comparing key features and customer feedback from leading golf club manufacturers, innovative brands in other markets and an internal audit as well.
We researched outside of the golf product market...
Minimal and clean design aesthetic 3D product rendering with the ability tointeract and customize Clear and simple non-linear experience
Within the golf product market...
Premium and dynamic design aesthetic PAIN POINTCannot actually customize clubs until you haveordered and added to cart
And, internally as well.
PAIN POINTSA linear experience does not allow the user toexplore, experiment and share their custom club designs IA, UX/UI Design improvements and simplification needed Cannot interact with the club while building it Cannot see the updates to the club design while customizing Cannot see every angle of the club and the selected parts while customizing
Define.
With the key findings gathered during the customer interviews and competitive analysis, we began defining personas, requirements and the overall scope of the experience.
Ideate.
Now that we have defined what our users are looking for in an online golf club customizer and ecommerce experience, we can begin to build the information architecture and user flows.
Experience map
User flow
Prototype.
Low fidelity
Sketches of the product 3d renderings to understand the best views for the user, sorting out the non linear flow, product customization options and the initial version of the mobile space.
Mid fidelity
Mobile experience flow.
Design system
We created a design system allowing for seamless builds with a consistent look and feel across all devices and touchpoints.
High fidelity
INTRO & HOME SCREENS
CLUB RECOMMENDER SCREENS
SPECS PANEL SHAFT SCREEN
SUMMARY SCREEN
PROTOTYPE
Test.
STUNNING OUTCOMES
Within six weeks after launching the new club personalization tool, TaylorMade saw double the forecasted amount of website traffic.
Additionally, the company reached its 3-month sales target in just 30 days.
With this proof of high ROI, TaylorMade is now working to scale the customization capabilities into other products. The next priority is to upgrade the golf ball configurator with additional personalization capabilities, including logo uploads and custom text in multiple areas.
