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
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
- Audiences defined
- 2 primary
- Focus
- Confidence & clarity
- Outcome
- Full concept prototype
- A clearer participation path for teens and a simpler giving path for parents.
- A fresh visual language aligned to the organization's purpose.