Scottish Junior Golf

Scottish Golf found it difficult to tap into female and younger markets.  They found all their users were old men who had been brought up on golf.  They wanted to appeal to youngsters, and females of all ages.  Thankfully for them, I’m a Mum who doesn’t have a clue about golf, so I could make a good starting point for identifying what the barriers are for women to get into the sport having had no previous introduction, and what would make it appealing for parents to enroll their kids.

From speaking to other parents and young females, we conducted a discovery session involving empathy mapping to really understand where the pain points lay.

I worked on using imagery that presented a more youthful look, and a more digestable layout for the web designs so that users could quickly find valuable information a lot quicker.