COLLABORATOR

PGA

SKILLS

Participatory Design Workshops, User Journeys, Process Flows, Service Blueprints, Wireframing, Prototyping

Team

Jess Lewis, Derek Yeung, Jenny Drinkard, Blake Hinton, Carrie Vogler, Neil Carron, Sean Metcalf.

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PGA charges struggling golf coaches steep membership fees, but don’t provide much value.

So, we wanted to create a net new product to help.

1.

Working sessions. Competitive analysis. Coach interviews.

First, we aligned on the problem we wanted to solve.

A detailed competitive analysis across industry and capabilities told us about competitors’ offerings and how they’re presented. We had interviews with myriad coaches and conducted field research.

Coaches are essentially struggling small business owners, so the problem space became clear quickly: business management.

2.

Whiteboarding. Service blueprints. System architecture. User flows.

We mapped the coach journey based on our research.

We used the service blueprint to generate suite of functionality, which we translated into a system architecture and user flows.

3.

Sketching. Wireframes. Revision.

We divided and conquered sets of functionality,  jumping from whiteboard to wireframe and back.

After gathering client feedback through rounds of revisions, we quickly drummed up deliverables and sent them to PGA for internal development.