GolfNow is a leading tee-time booking platform used by millions of golfers to discover, compare, and reserve rounds at courses worldwide. With features like exclusive deals, course reviews, GPS tracking, and mobile bookings, it bridges modern technology with the traditional sport, creating a seamless experience for both casual and frequent players. When I joined GolfNow, the product had strong potential but was struggling to deliver on the user experience it promised. The design was fragmented, performance was lagging, and the visual system lacked cohesion. I was brought in to help transform the product into a more modern, responsive, and scalable platform that could meet the expectations of today’s golfers.
The original GolfNow website was non-responsive and suffered from slow load times, inconsistent UI patterns, and a lack of reusable design components. The mobile apps had been outsourced and felt disconnected from the core product. These issues directly impacted user confidence and conversion. GolfNow’s high-margin “Hot Deal” tee times weren’t surfacing effectively, and users often abandoned the booking flow. The company needed a more unified and performant experience to drive revenue and retain users, particularly as competitors were gaining traction with better mobile-first experiences.
As the sole UX designer on the team, I led the full redesign of the GolfNow ecosystem, including the responsive web experience and native iOS, Android, and Apple Watch apps. Working closely with front-end and back-end engineering, I introduced a cohesive design system that unified interactions and visual patterns across all surfaces. I also defined a mobile-first responsive strategy for the website that improved load performance, simplified navigation, and reduced friction in the booking experience. To guide decision-making, I incorporated behavioral analytics and user research into our iterative process. This helped us prioritize improvements that directly impacted key business metrics, such as course visibility and booking completion. The redesign also included rebuilding previously outsourced mobile apps in-house, aligning them more closely with the brand and user expectations. Across all touchpoints, the goal was to create a consistent and intuitive experience that made it easier for golfers to plan, book, and get on the course.
The redesigned platform helped GolfNow achieve measurable growth an 8% increase in revenue and a 17% growth in new golfers. Beyond the metrics, this work established a design foundation that could scale with the business, strengthened cross-functional collaboration, and elevated design as a strategic lever within the organization.
