A one stop shop for all things USGA
Context
USGA’s digital ecosystem was scattered across multiple apps and an outdated website. Fans struggled to find live scores, video highlights, or even basic championship details. Engagement was dropping, and USGA needed a single, modern product that served both fans at live events and those following from home.
Solution
Instead of forcing fans to juggle multiple platforms, we built a single, seamless experience—one that kept them engaged year-round, not just during championships.
My role
Led the design for the homepage, scoring, and watch features, collaborating closely with:
3 other designers on championship selector, article page, player profile and more
App and AEM developers, QA, and product managers to ensure feasibility.
Stakeholders to balance fan needs with business objectives.
An Avid Fan
JOHN | 45 YRS
When following a championship, John wants to-
Experience the event in person
Track every shot in real time
Dive into deep stats and historical data
Spend on golf equipment, memberships and travel
A Casual Fan
ALEX | 22 YRS
When following a championship, Alex wants to-
Get quick, digestible updates
Watch short video highlights
Easily find trending moments
Engage with golf in a lifestyle-driven way (merch, social content, fun challenges).
How might we balance depth for avid fans with simplicity for casual fans in a single, cohesive experience?
Drafting multiple information architectures for each scenario and championships served as a foundation for both the app and website
USGA App
Bottom nav changes pre and post championship to keep content relevant to the season.
Risk
Switching between championships may confuse users when navigating via the bottom nav, disrupting their familiarity and requiring more effort to understand what they're looking at and searching for.
Trade-off
But the trade-off was either we make it easier for our users to find relevant content, or we stick with a static navigation and risk users not being able to find what they need when they need it.
Approach 1: Auto Scroll
Approach 2: Filters
Approach 3: Tabs
Feedback
Design lead-
Try moving away from grouping content. Fans don’t think in categories—they just want what’s relevant in the moment.
Me-
Got it. I’ll explore a more dynamic layout based on what’s trending or upcoming instead of rigid sections.
Homepage app layout
Homepage web layout
Due to the tight timeline, some user stories were rapidly iterated and refined directly in the visual design phase
Playoffs scenario
At each step I checked the technical feasibility of my concepts by collaborating with the tech team reducing friction and iterations at later stages.
APP: Watch
APP: Watch
Watch page on web
Learnings and Challenges
As development kicked off mid-project, our internal calls with the development team surged, leaving little room for deep work on upcoming features. To keep us on track, I proposed running two sprints ahead of development to ensure timely delivery and seamless developer support—an approach the team adopted.
I got so into the game—learning the rules, jargon, and how scoring works—that before I knew it, I was on the range, gripping a 7-iron, trying to get the ball off the ground. (I’ve gotten much better at it now)
Gained global experience working with international teams and designing for diverse markets, with an understanding of localization and internationalization best practices.
