Client: LPGA - Ladies Professional Golf Association
Role: Lead UX/UI Designer, User Testing & Strategy
The Ladies Professional Golf Association is one of the longest-running women’s professional sports associations in the world. Founded in 1950, the organization has grown from its roots as a playing tour into a non-profit organization involved in every facet of golf. The LPGA Tour and the LPGA Teaching & Club Professionals (T&CP) comprise the backbone of what has become the premier women’s professional sports organization in the world today.
The LPGA sought a completely redefined digital strategy as part of their goal to better engage their fans and keep up with the growing popularity of their sport.
One of the LPGA’s key guidelines was to envision and deliver a new digital platform to distribute scores, stats and other key content through their main website, social channels and mobile application. This all falls in line with the LPGA’s mission statement which emphasizes passion, leadership, approachability and the importance of cultivating relationships with fans, sponsors and students.
Lightmaker took the LPGA through a detailed discovery and strategy process that included stakeholder workshops, content reviews, user experience prototyping and other collaborative activities which culminated in a series of deliverables that set the path for what would become the new LPGA.com digital platform.
The new LPGA.com features stronger social integration, and is designed to bring fans closer to both athletes and tournaments through detailed scoring data integrated directly into the website for the first time ever. Player profiles and tournament details offer an in-depth look into a sport that is exploding in popularity and allows the LPGA to capitalize on that growth. The site is fully responsive and offers a fantastic mobile experience for fans on the go, however Lightmaker also built a native LPGA mobile application for iOS and Android devices that offers features like following your favorite player and receiving push notifications for tournament updates.
With the new LPGA.com and LPGA mobile application, the association is now well positioned to maximize their digital resources to help grow women’s golf nationally and internationally and create new opportunities for the sport and its players.