Enhance fan engagement at PGA Tour tournaments, drive app downloads, and help us identify who attends our events.
View Design ProcessCreate a holistic experience, by owning every touchpoint in the user journey, that offers major utility to the fans, and helps to achieve business goals.
Deliver a more fulfilling digital and event experience for event PGA fans by refocusing the lens on the fans.
Going to a golf event isn't like going to other sporting events. It's more like going to a New York for the first time. Each new course, and each new tour, you see different amenities, layouts, players, rivalries, environments. It can feel like a dozen simultaneous events are happening. With each one having its own unspoken rules, much like city cultures. And even when you've been to this exact event before, that can be daunting.
We designed a process for PGA to make the first interaction points more memorable. When you purchase a ticket via the PGA Tour app or site, you receive a mailer kit with an RFID wristband and a few other goodies. The RFID wristband is important to the experience because currently PGA can identify just 2% of its ticket holders. Activating the RFID wristband from the app ties it to you and that solves for the identification problem. Additionally, the bands become memorabilia!
Event activations are also another opportunity for us to reach the fans. We'll be sending this swag wagon into markets ahead of the PGA Tour event, setting up in metro areas, at festivals or farmers markets, anywhere we can meet our audience where they are. While there, they are given the opportunity to register their tickets with our brand ambassadors and get MyCaddy wristbands, but also just hang out, try out sponsor products with the golf simulator, and get pumped for the event.
We designed a process for PGA to make the first interaction points more memorable. When you purchase a ticket via the PGA Tour app or site, you receive a mailer kit with an RFID wristband and a few other goodies. The RFID wristband is important to the experience because currently PGA can identify just 2% of its ticket holders. Activating the RFID wristband from the app ties it to you and that solves for the identification problem. Additionally, the bands become memorabilia!
Event activations are also another opportunity for us to reach the fans. We'll be sending this trailer into markets ahead of the PGA Tour event, setting up in metro areas, at festivals or farmers markets, anywhere we can meet our audience where they are. While there, they are given the opportunity to register their tickets with our brand ambassadors and get MyCaddy wristbands, but also just hang out, try out sponsor products with the golf simulator, and get pumped for the event.
In our audit of the event experience, we found that tour goers, and sponsors experienced the most painpoints while at the event (food ordering & lines, shelters, crowds, and tracking players). We then solved for those painpoints by making the process for each.
Food was a big pain point for tour goers, so we worked on that use case a lot. For fans who are more mobile and like to wander around, we created a system for them to order their food ahead of time with the app and just pick it up, pay for it with their RFID band.
Not all tour goers will use their phone to get these benefits. MyCaddy is all about flexibility and inclusivity of the kinds of fans we have. All of the following perks can be accessed either through your app or these MyCaddy touch screens.
One intriguing fact we discovered is that golf is like a music festival. Two of your favorite artists are at different stages but you want to experience both. With this insight, I designed a system that lets you follow your favorite players at the event in the app.
For fans who like to post up near their favorite holes, we invented the MyCaddy lockers, a hi-tech insulated food delivery system. Once your order is completed, you'll receive confirmation with the locker number your order will be placed in. Adding a tiny moment of delight, we named each locker after a famous caddy. Not everyone will get it when their app says to go to Hole 9 - LaCava. But fanatics will!
Running into crowds around holes is an issue for fans. Now with Google Map's API we can visualize a heat map around the course to let fans know when or not to visit a hole, where to stay at that hole.
In our audit of the event experience, we found that tour goers, and sponsors experienced the most painpoints while at the event (food ordering & lines, shelters, crowds, and tracking players). We then solved for those painpoints by making the process for each.
Food was a big pain point for tour goers, so we worked on that use case a lot. For fans who are more mobile and like to wander around, we created a system for them to order their food ahead of time with the app and just pick it up, pay for it with their RFID band.
For fans who like to post up near their favorite holes, we invented the MyCaddy lockers, a hi-tech insulated food delivery system. Once your order is completed, you'll receive confirmation with the locker number your order will be placed in. Adding a tiny moment of delight, we named each locker after a famous caddy. Not everyone will get it when their app says to go to Hole 9 - LaCava. But fanatics will!
Not all tour goers will use their phone to get these benefits. MyCaddy is all about flexibility and inclusivity of the kinds of fans we have. All of the following perks can be accessed either through your app or these MyCaddy touch screens.
One intriguing fact we discovered is that golf is like a music festival. Two of your favorite artists are at different stages but you want to experience both. With this insight, I designed a system that lets you follow your favorite players at the event in the app.
Running into crowds around holes is an issue for fans. Now with Google Map's API we can visualize a heat map around the course to let fans know when or not to visit a hole, where to stay at that hole.
We didn't want the event to be the last point of contact with our users and fans, so we built in a gamification point system into the RFID wristbands. You recieve points for every MyCaddy kiosk or oasis spot you swipe into. Using Amazon's 'GameOn' API we'd be able to ship out prizes to the fans even before they leave the event. Fans will also receive a recap email of their experience. PGA can use all the data collected to improve on the next event experience.
We didn't want the event to be the last point of contact with our users and fans, so we built in a gamification point system into the RFID wristbands. You recieve points for every MyCaddy kiosk or oasis spot you swipe into. Using Amazon's 'GameOn' API we'd be able to ship out prizes to the fans even before they leave the event. Fans will also receive a recap email of their experience. PGA can use all the data collected to improve on the next event experience.
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If you would like a more detailed account of the project than the portfolio entry below, please check out the accompanying case study here.
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