Creating a Launch-Ready Website for a Golf Apparel Brand
Year 2024
Role Product Designer
Challenge
Gopher Golf Club Apparel Company, a new golf apparel brand, needed a functional and visually appealing website ready for their upcoming launch. Their branding was limited, requiring expansion to create a cohesive, reusable design system. The challenge also included creating an intuitive, user-friendly e-commerce experience. Additionally, the website had to be built on Squarespace, which imposed design restrictions on certain elements like the Cart, Checkout, and Individual Product pages.
In addition to the need for a functional e-commerce platform, the owner of Gopher Golf Club wanted to ensure the website conveyed the brand’s local roots in Hattiesburg, Mississippi, and embraced a fun, approachable tone. The challenge was to incorporate these aspects into the design in a way that felt authentic, connecting with their target audience while staying true to the brand’s identity. It was crucial that the site didn’t just sell products but also communicated the personality of the company, emphasizing their local, community-driven approach.
Process
I started by expanding the existing branding into a comprehensive design system. This included creating a cohesive visual identity that would serve both the website and future marketing efforts. The site’s structure prioritized simplicity and ease of navigation, with a streamlined user flow to make browsing and purchasing clothing effortless.
To highlight the local roots and fun tone of Gopher Golf Club, I incorporated clear design elements and messaging throughout the site that emphasized their origin in Hattiesburg, Mississippi. I also added an Our Story page and a dedicated Mission section to further personalize the brand and connect with their community-driven values.
Adjusting Colors for Accessibility
To improve accessibility, I adjusted the original accent color from #99BF00 to a slightly darker shade, #6E9B00, ensuring better contrast for users. Even with this change, I used the accent color sparingly, limiting it to icons and header text to maintain a balanced and cohesive visual design while enhancing readability across the site.
To ensure the website would meet customer needs, I conducted user research with a small group of potential customers—primarily golf enthusiasts and apparel shoppers. We carried out usability tests where participants were asked to complete key tasks, such as browsing products and adding items to their cart. This feedback helped identify areas of improvement, such as adjusting the product categories for easier navigation and refining the call-to-action buttons to enhance visibility.
Based on insights gathered from a user feedback group, I developed two key user personas to represent the brand’s target audience. These personas, “The Casual Golfer” and “The Local Golf Enthusiast,” helped guide the design process, ensuring the website would meet the needs of Gopher Golf Club’s core customers. By aligning design decisions with the personas’ motivations and behaviors, I was able to create a user-friendly, engaging experience that reflected the brand’s identity and appealed directly to its audience.
Impact
Although the full launch is still pending, the website is ready, with a strong design system in place. The feedback from our user group was positive, with users highlighting the intuitive design and ease of navigation. This preview run-through gave us confidence in the site’s ability to perform well post-launch. The overall functionality and aesthetic vision were achieved, providing a smooth shopping experience.
To ensure a seamless experience for all users, I made the Gopher Golf Club website fully responsive, allowing customers to easily browse and make purchases from any device, including while they’re out on the golf course. This flexibility was crucial for meeting the needs of busy, active users who wanted to shop on the go.
Learnings
This project taught me the importance of flexibility when working with platforms like Squarespace, where certain design elements have built-in restrictions. Expanding limited branding into a cohesive design system was a rewarding challenge, and early feedback emphasized the value of user-centered design decisions. Understanding how users would interact with the site before launch helped refine the overall experience and ensured the design met both client and user needs.
*The Gopher Golf Club website and products launch winter 2024!