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.
Customer interviews
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.
Ideate.
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.