Creating a Launch-Ready Website for a Golf Apparel Brand
Year 2024
Role Product Designer
Challenge
Gopher Golf Club, a new golf apparel brand, needed a functional and visually engaging website for launch. With minimal existing branding, I expanded their identity into a cohesive design system while ensuring an intuitive e-commerce experience. The site also had to reflect the brand’s local roots in Hattiesburg, Mississippi, and convey a fun, approachable tone—all within Squarespace’s platform constraints.
Process
I developed a scalable design system and structured the site for seamless navigation and easy purchasing. To reinforce the brand’s identity, I incorporated localized messaging, an Our Story page, and a dedicated Mission section.
Accessibility & Design Refinements
Adjusted the accent color from #99BF00 to #6E9B00 for better contrast.
Limited color use to icons and headers for improved readability.
User Research & Testing
I conducted usability testing with golf enthusiasts and apparel shoppers, refining product categories and CTAs based on feedback. I also created two key user personas—The Casual Golfer and The Local Golf Enthusiast—to guide design decisions and align with customer needs.
Impact
While the full launch is pending, usability tests showed strong engagement, with users highlighting the intuitive design and seamless shopping experience. The site is fully responsive, allowing easy browsing and purchases from any device—including on the course.
Key Learnings
This project reinforced the importance of adaptability when working within platform constraints like Squarespace. Expanding limited branding into a polished design system was a rewarding challenge, and user insights proved invaluable in refining the experience before launch. Most importantly, the website successfully met Gopher Golf Club’s goals—helping them sell out of their first apparel drop, proving the power of thoughtful, user-centered design in driving real business results.