GolfNow SmartPlay is a contactless, on-course experience designed to streamline every part of a golfer’s day, from check-in to post-round refreshments. Integrated directly into the GolfNow mobile app, SmartPlay allows users to book tee times, check in upon arrival, and order food, drinks, and amenities without ever visiting the clubhouse. SmartPlay was built to modernize the course experience, reduce friction for players, and give course operators a new way to serve golfers with speed and convenience.
Despite major improvements in online booking and mobile apps, the on-course experience still had noticeable gaps. Golfers often faced delays and interruptions during play, whether waiting in line to check in or returning to the clubhouse mid-round just to order food and drinks. These moments broke the flow of play and caused unnecessary frustration, especially during peak hours. From the course operator’s side, staffing challenges and crowded check-in areas created inefficiencies at the start of every round. There was no clear, scalable way to deliver a modern, streamlined guest experience from arrival through the 18th hole.
As the lead designer, I was responsible for crafting the end-to-end experience of SmartPlay, from initial branding through to UX integration and testing. I developed a design strategy that embedded SmartPlay directly into the GolfNow app, ensuring a consistent and familiar experience while highlighting SmartPlay-enabled courses. My goal was to make the feature feel like a natural extension of the core booking flow, rather than a separate tool. To validate the user experience, I conducted in-person testing at local golf courses, observing real golfers as they interacted with early prototypes. Their feedback shaped key aspects of the interface, including the visibility of SmartPlay features, order customization flows, and confirmation touchpoints. Throughout the project, I collaborated with Product, Engineering, and Course Relations to ensure that the design supported both user convenience and operator needs.
SmartPlay launched across a pilot group of high-traffic courses and quickly proved its value for both golfers and course operators. Within the first 90 days, digital check-ins increased by 38 percent, easing pressure on clubhouse staff and improving flow at peak times. In-round food and beverage orders rose by 24 percent at SmartPlay-enabled locations, while tee-time delays during peak hours dropped by 15 percent. Players who used the feature reported an 18 percent boost in satisfaction compared to those who didn’t engage with it. By streamlining the on-course experience, SmartPlay redefined what a modern round of golf could feel like, more connected, more autonomous, and more enjoyable. It also strengthened GolfNow’s position as an innovation leader, setting the stage for future integrations that extend beyond booking.
