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How it all began
The BirdieServe founders wanted a user-centric, data-driven design.
The founders had done some background research and found golfers had a need for an improved snack, beverage and pro-shop experience. They wanted this further validated by a pro with some data collected outside of their circle.
Based on the findings and some rough user flows they previously drafted, they wanted a design driven by this data and the work they had already done.
The project
High effort, high impact, short timeline 😅
The Ask: An UberEats/Doordash solution to enhance the golf experience, based on previously identified golfer needs and pain points
Timeframe: ~2 weeks
Budget: $
Staying user-centric, even with a short timeline
I did what I do best - talk to golfers and gain persona insights to drive the empathy behind the design.
I make a strong effort to leverage
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Personas
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User journey maps
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and User flows
to inform my user-centric process. I gathered the data I needed to create these for BirdieServe.
User interviews, affinity mapping, personas oh-my
After a debrief with the BirdieServe team, I tackled the design
BirdieServe went on to operate in golf courses around the Midwest, increasing course revenue upwards of 20%!
Retro: What could we have done better?
🎁
Share early & often
It was tough with the time constraints of this project, but additional review sessions and a thorough refinement would have saved some tech debt.
👀
Amp up accessibility
This project was before there was a lot of hype / awareness of accessibility in digital products - and looking back a handful of my font colors & sizes were not accessible.
😢
Contribute to CX
Due to budget limitations, the founders designed the course interface themselves - there was low adoption due to that onboarding process.
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