Analyze the market
- Conducted market analysis of youth sports organizations and donation-driven programs.
- Used GenAI and other tools to conduct research to understand goals and opportunities for improvement.
Self-directed case study
LPGA*USGA Girls Golf
//Concept redesign
I wanted to redesign LPGA*USGA Girls Golf to inspire confidence, clarity, and user connection — a fresh digital experience for teens and parents that elevates purpose, participation, and giving to the organization.
- Role
- Self-directed — research, strategy, visual design
- Engagement
- Personal project
Process01 02 03 04
Define the audience
- Developed an understanding of primary and secondary audiences for the site — teens and their parents.
- Framed the job-to-be-done for the site.
Prototype
- Designed a Figma prototype for the new site.
- Developed a new visual language that connects to users.
Refine
- Improved usability and information flow.
- Elevated the giving and participation pathways.
Market analysisGenAI researchFigma prototypeNew visual language
The site today vs. the reimagined experience
Click bottom screen to bring current design to the front
Impact & Outcomes
- +A clearer participation path for teens and a simpler giving path for parents.
- +A fresh visual language aligned to the organization's purpose.