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SITUATION: SHARK EXPERIENCE

How will advanced Golf Cart technology and multimedia formats on the golf course intersect with the broad range of demographics, motivators, and lifestyle differences among enthusiasts?

Summary: Mixed-Methods. Golfing Lifestyle & golf cart interface. ​

I led the design, recruitment, moderating, analysis, and reporting of the following: ​

  • Consumer Attitudinal Survey.

  • Qualitative Moderated Interviews.

  • Persona creation.

  • Desire iteration workshops.

TASK

QUANTITATIVE SURVEY
Motivations Behind Playing Golf

  • Capture compelling reasons behind why golfers play

  • Identify behavioral differences across segments

 
Content Consumption On the Golf Course

  • Collect information on all media consumed while playing

  • Discover opportunities by probing on ‘delights’ but also 'pet peeves'

 
Likelihood of Consuming Content on the Golf Course

  • Evaluate current behavior to prioritize potential media

 


MODERATED SESSIONS

  •   Usability & navigation throughout the interface

  •   Golfers’ needs, wants, and compelling reasons to use interface.

  •   Features that communicate value and adoption

  •   Feature-level pricing feedback.

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Golf Kart

PHASE 1

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PHASE 2

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ACTION

Lead Researcher working across two different companies in a highly collaborative, constant-updated and fast-paced environment. 

  • Topline, 3-pager, and Full report on Survey Findings

  • Persona Construction with Shark Experience team

  • Passive team-viewing of moderated sessions

  • 1-Pager of notes summary for each moderated session

  • Final combined report

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Check it out at https://sharkexperience.com/

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RESULTS & IMPACT

Golfing

RESONANCE

  • GPSI / Golf Map is highest priority: often justifies $5+ package by itself. Leverage a free, basic trial. 
     

  • Course & club content raises value of visit and thus return to non-home course more likely. 
     

  • GPSI details raise feeling of proficiency as a golfer and thus overall lifestyle habituation.

  • Exhaustive navigation & UX improvements to the interface flow.

  • Persona Construction, Pricing Bundles, Content Strategy

  • Raised visibility & value prop of product’s upsell opportunities. 

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