TAYLORMADE
GOLF
TaylorMade’s original golf app was functional but forgettable, a basic score tracker that missed the chance to turn data into meaningful play improvement. I was tasked with reimagining it as a player’s constant companion: a digital clubhouse connecting amateur golfers with tailored insights, coaching, and gear recommendations.
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With a vast dataset and a loyal customer base, they wanted to create something that did more than log scores. They saw an opportunity to help players genuinely improve their game and to connect them more meaningfully to TaylorMade’s ecosystem of products and content.
Working agency-side, I led the redesign from the ground up. My role covered auditing the existing experience, conducting user interviews, and aligning internal stakeholders around a new product direction, one that put the amateur golfer first, while still driving business value.
Disciplines: UX/UI, Strategy, Creative Direction, Product Design
Strategy & Insight
The original TaylorMade app served one narrow purpose: manual round tracking. It was useful only during play, and forgettable the rest of the time. There was no reason for users to open it; of course, no content, no community, and no real insights.
Through stakeholder interviews, competitor benchmarking, and multiple rounds of user testing, it became clear that TaylorMade’s app needed to evolve from a single-purpose tool into an always-on companion for golfers.
The opportunity? Use TaylorMade’s rich player data to offer meaningful insights, then pair those insights with relevant products, tutorials, and content. We envisioned a new kind of golf app: one that didn’t just track your game, but helped you improve it. From swing analysis to fitness advice, gear recommendations to course strategy, the app would become the digital clubhouse for amateur golfers.
One of the biggest challenges was simplifying complex data. Most users weren’t interested in charts; they wanted clarity. So we built a layered insight system, where users could either take a glance or dive deeper into performance breakdowns. Data became the hook. Product and coaching content became the ecosystem.
Execution
With a clear strategy in place, we rebuilt the TaylorMade app from the ground up, starting with UX flows, wireframes, and an extensible design system built in Figma. Every screen, interaction, and micro-animation was designed to feel premium but intuitive, with native experiences across iOS, Android, and Apple Watch.
The new design system wasn’t just about consistency; it empowered TaylorMade’s internal teams to scale the app over time, adding new sections and functionality without reinventing the wheel. We also built a visual asset library to support the app’s launch, helping their comms and PR teams roll it out with confidence.
On the backend, we worked closely with Twenty First Group’s data science team to shape the insights layer, while collaborating with TaylorMade’s dev partners to ensure smooth handoff and build. Weekly sprints and user testing cycles kept us aligned and on track, with story points guiding the entire production workflow.
I led the creative direction across the product, from core functionality to design system and animations, ensuring every detail felt considered and every user interaction served a purpose.
Impact
Downloads doubled in the first year, fueled by new features and a targeted marketing push. User reviews praised the app’s clarity and usefulness; one golfer shared, “It’s like having a coach in my pocket without the price tag.” Sales rose by 18.6%, directly linked to deeper engagement and data-driven gear suggestions.
Looking back, integrating more tightly with an internal dev team could have sped feature rollouts. This project strengthened an ongoing partnership with TaylorMade, setting the stage for future platform builds including athlete performance tracking.
