Team Agreements
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Initial Concept Cards
Beginning our work for Exercise 2, we brainstormed potential concepts for applications that would solve an new challenge for consumers that is currently unfulfilled, or bring a new, innovative way to fulfill an existing need. Upon our ideation, we settled on three primary options:
After carefully considering the pros and cons for each, we chose our Clear Shot concept as our focus for this project.
Week 1
The Application
Between clubs, shoes, greens fees, and golf balls, a golfing habit can eat up a lot of cash. A 2009 survey of the American golfer conducted by Golf Magazine found that the average golfer spent $2,776 per year on golf-related expenses. Let's lower that number while improving your game.
With our smart application, you'll never lose golf balls again with our proprietary Bluetooth technology. The result: a golf ball that will capture and transmit data directly to a mobile device – in real time. Our smart golf ball will track performance and record statistics on every shot. Creating data points based on distance and height to ball velocity and course location that’s accurate to within a foot.
Competitive Analysis
Currently, there are no active direct competitors for this product. Therefore, we are analyzing what technologies are being used, and how they are being used in the marketplace following a similar "find what is lost" business model.
OnCore
As the front runner for competitors, OnCore has released statements and diagrams of an electronic golf, Genius, with the ability to relay a players performance and statistics of their swing directly to their phone. With GPS and Bluetooth, the app portion would allow users to reclaim balls and wasted time. In January 2018, a prototype was shown in the PGA Show. Upon further research, it appears OnCore has not said anything more about the Genius Ball but we do know some specifics of the ball:
9-axis accelerometer, Magnetometer, High-performance GPS, Broadcast communication chip, Self charging battery, 0.9 diameter embedded core, withstand 20,000 acceleration force, and Planned pricing at 2-ball sleeves for $49.95 (25/ball)
The ball will be able to:
- GPS location within 1-foot accuracy
- G-force at impact Initial velocity
- Carry flight within 1 foot
- Degree of draw or fade
- Spin rate (back, side, front)
- Time in the air
- Angle of descent
- Height apex
- Roll distance
Strengths
- Reclaiming golf balls
- Patent hollow metal core
- Durability of shell protecting electronics
Weaknesses
- Self Charging battery (messes with aerodynamic and waterproof ability)
- New Technology price tag
- Unknown battery life
- Underwhelming design
- Targeted towards expert users
Tile Mate
Tile has become synonymous with tracking lose-able items. When the tracker is out of Bluetooth range, a crowd-finding feature allows others with the Tile app to help you locate your item. Tile has the largest network of its kind with a max 190 ft transmission distance. When in range, items are pinpointed with feet.
Find My iPhone by Apple
Find My from Apple utilizes GPS triangulation, Wifi and Bluetooth to pinpoint the exact location of a lost device. This combination is the most accurate and has the longest range due to the mesh of technologies being used to triangulate position, even altitude.
Chipolo One
A direct competitor to Tile. The Chipolo includes a separation alert feature. The same technology as Tile is being utilized here, Bluetooth tracking and pairing. Both companies depend on a community to help find items past the 190ft range. So there is a limit on distance
Industry Outlook
The following are similar technologies that are currently being used—both professionally and for recreation—within the golf industry.
Toptracer
Toptracer is revolutionizing how people watch golf on TV. Utilizing advanced proprietary technology, Toptracer captures and displays ball flight in real-time during more than 100 broadcasts per year—making it the most used ball-tracing technology in golf. However, it can only be used with TV's and monitors setup on the course.
Flightscope
Fusion Tracking = Tracking Radar + Image Processing. FlightScope's patented Fusion Tracking is an innovative combination of 3D Doppler tracking and image processing. Technological advances in the field of image processing made it possible to improve the already accurate 3D tracking radar data for both club and ball measurements. This system requires the setup of a radar system.
What Does The Market Say?
Based on in-person interviews, the typical weekend golfer wants to improve their game but aren't serious enough to invest in coaching. The high cost of coaching limits the frequency of 1:1 time. The better you are at the game, the more fun you have. Golf is a mental game. A player is his own worst enemy and can psych themselves out ruining their time on the links.
The biggest inconvenience is losing golf balls. Whether you shank it into the woods, water, or if its hiding under a leaf on the fairway, this loss has the largest mental impact on a player. It can ruin your flow, or frustrate you since you don't know where your swing went wrong. At this point, everyone suddenly becomes the PGA tour expert and gives you pointers which often times causes more lost golf balls.
Traditional Golf Ball Construction
According to ViceGolf.com, a cast urethane cover is the most expensive cover to produce. The total manufacturing process takes longer than other urethane processes. Cast urethane produces a stronger polymer chains for increased performance and durability at minimum thickness. For maximum performance with enhanced feel and high spin rates around the green, along with flight line accuracy. Cast urethane will make the best product possible construction.
Smart Ball Construction
Based on traditional golf ball construction, our smart golf balls follow that tested formula. In the core of the golf ball, a transmitter and battery are embedded for wireless tracking and charging.
The Benefits Of A Smart Golf Ball
- Bluetooth location within 1-foot accuracy
- G-force at impact to measure initial velocity
- Max height calculation
- Angle of descent
- Spin rate (back, side, front)
- Degree calculation of draw or fade
- Club performance
User Personas
To better understand the users brand would serve, Mike created in-depth user profiles to contextualize their personalities, needs and desires.
Sandy Trap
Archetype: The Techie
Occupation: Tech Startup Founder
Relationship: Single Professional Woman
Age: 28
Summary: Sandy grew up in a wealthy family, so she is used to the Country Club lifestyle and playing golf on the weekends. However, after moving to California founding a tech company, she embraced the more casual approach to golf. Since she was not allowed to dress casually on the course, she brought it.
Key Behavior: Sandy loves to do well in whatever she puts her hands to. Though she can clearly afford coaching, she is more interesting in learning about her unique golf swing and how to improve it.
Motivation: Sandy wants real-time feedback as she is playing. She doesn't want suggestions, she wants data.
Duff Mulligan
Archetype: The Frustrated Fund Manager
Occupation: Hedge Fund Manager
Relationship: Married with 2 Children
Age: 38
Summary: Duff just can't get it right. The game is more frustrating than anything. He has to play for work related outings and client meetings are held on the course during the summer. Regardless he dreads the tee time.
Key Behavior: Duff has invented curse words while playing golf. His temper flies when he makes a mistake.
Motivation: Coaching doesn't seem to help Duff. He tries this, then he tries that. The ball goes straight in the drive, then shanks into the woods on the next swing. He wants to know what he is doing wrong, and where his ball actually landed.
Aheza Fratboi
Archetype: The Fun Golfer
Occupation: College Golf Athlete
Relationship: He's in a fraternity
Age: 20
Summary: Aheza is the "fun" golfer. Sure, he is worried about his game, but he would rather golf be a pleasurable activity rather than a frustrating one. Aheza grew up playing golf, but considered it a way to get out of the house and have a good time with dad. Now in college, Aheza is the entertainment of the Golf Team.
Key Behavior: Aheza is all about fun. He plays competitively for University of Virginia, but seeks to ensure that his friends are having a good time. He doesn't take things too seriously.
Motivation: Aheza likes to look at data points to assess his game constantly. Since his game is advanced, he wants to see how minor adjustments affect his game.
Un DePàr
Archetype: The Conflicted Coach
Occupation: Golf Instructor
Relationship: Not Interested
Age: 38
Summary: Originally born in France, Un immigrated to the United States when he was four years old. His father was an avid golfer and always dreamed of going pro, a dream which he vicariously tried to live out through Un. While Un developed a love and appreciation for the game, golf was primarily a way to earn his father's affection and approval.
Just as Un finally earned his pro card, he was in a climbing accident that resulted in career-ending injuries. This left Un with a wealth of golf knowledge but the inability to put it into practice himself.
Key Behaviors: Un carries a huge burden from "wasting" his adolescence by chasing his father's dream, then being unable to turn pro due to his accident. However, that time in his life was the closest he'd ever been to his father, who has since passed away.
Coaching provides Un with a way to stay connected to his father, as well as an outlet for all of the golf knowledge that he's obtained and can no longer use himself.
Motivations: To make his golfing experiences and knowledge "mean something" by helping other golfers reach their maximum potential. Un also needs to sustain his quality of life, so the more clients he can serve, the better off he will be.
User Feedback and Insights
To further our understanding of users, Frankie and Mike created a Google Forms survey and provided it to individuals that fit within our target segment for CoreX. Our goal was to gain insight as to where our offer might overlap with their needs and desires, as well as identify opportunity that may have either went undiscovered or overlooked.
In the summarized findings from our feedback, we learned:
- Most people's challenges in golf stem from the form, technique, and/or proficiency of their swing
- Roughly 50% of those surveyed had already attempted to gain some form of coaching or private lessons, indicating that golf is important enough to spend significant time and money for the sake of improving their game
- Of those surveyed, everyone admitted to losing multiple golf balls each time they play, with one-third estimating they spend upwards of $100 (USD) each year on golf balls alone
- Real-time feedback was of unanimous interest, with roughly two-thirds being supportive of new technologies and the rest being indifferent
The key insights compiled from our research validated our decision to move forward with CoreX, as well as correlation to real user pain points as we continue to define value and build our foundation.
Value Proposition
CoreX enables golfers to gather real-time feedback that not only improves their game, but helps them avoid the costly rates that accompany private lessons and replenishing lost golf balls.
Week 2
Business Model Canvas
After building our initial context for CoreX, Frankie used the template provided by Strategyzer to create an overview of the ideal business model.
This canvas provided our team with the ability to identify each unique component within the model and understand their relationships to each other, as well as holistically for the success of the company.
Strategy Statement
With our smart golf ball, improve your game and never lose golf balls again with our proprietary Bluetooth technology.
In addition to golf ball tracking there are tiered yearly memberships. Memberships for those looking to lose fewer golf balls during their time on the course, to those that are serious enough to enlist the help of PGA certified trainers to make the finest of adjustments to their game, and for those that want to do self-coaching.
Design Criteria
Considering our consumer profiles and strategy for the smart ball idea, we facilitated a team discussion in which the goal was to ideate around the accessibility of insights and statistics. We used the data from our field surveys, key persona desires and needs that were previously identified to inform our and guide our ideation. In doing so, Kathy identified the following criteria for the application design:
Design Scope
Following our design criteria development, Amanda identified the corresponding functions and features as important for the success of our application:
User Journey Maps
Leveraging the insights gained from our surveyed interviews and personas, Mike created journey maps that illustrated the current golfing experience for our primary users:
While each user's experience will vary depending on level of experience and skill, their motivations and desires align surround these scenarios: lost golf balls; club choice and consistency; specific insights surrounding their personal swing and lie.
Brand Name and Essence
Considering the core components of our idea, Frankie began brainstorming and opted to create a mind map off of our original concept name—"Clear Shot."
In doing so, our team was able to pause and reflect on our exploration holistically; we studied the relationships between words and made efforts to understand both what they meant in isolation, as well as within the context of golf.
After highlighting key words that we felt resonated the most with our idea, users, and goals for the project, we began ideating new naming options. We kept in mind that our name would have to not only encompass a digital application but an entire brand, as our updated offering includes a multi-sided business model that requires the purchase of a physical product, as well as a subscription to our services.
After reviewing our options as a team, we selected CoreX as our brand name and set our sights on creating a mood board that would capture the visual essence of our brand. In a similar fashion to developing our naming options, Frankie was able to use the identified adjectives from our mind maps to aid us in image curation and style decisions, which helped us to stay aligned as a team.
We took the concept of "core" and gravitated toward a translucent style that could be reflected in our packaging, interface, and other collateral items. This concept provided us with a meaningful link to our product, the essence of our idea, and an intriguing visual style that would differentiate our product against others like it within the golfing industry.
Visual Brand Development
From our mood board inspiration, Amanda created a style tile that represents the visual branding concept for CoreX that can be applied across all physical and digital collateral. This information served as a reference to guide our team as we began to consider a more developed, cohesive design approach.
Card Sorting
Mike was able to take our efforts a step further by conducting a card sorting exercise with users who fit within our desired target segment. He listed the components that we determined to be of most value for our personas, then allowed the participants to freely group them based on their perceived levels of importance.
Building upon Mike's exercises, Frankie then took the primary application features and created index cards with the names of each. These features were then presented for sorting, in no particular order, to two casual golfers who fit the applications consumer demographic:
From these exercises, the Beta Crew was able to learn how potential consumers categorized key features—more specifically identifying natural groups and their respective contents. These results helped to inform how such features could subsequently be broken down within the application itself.
Flow Chart
After receiving user feedback on component categorization, Kathleen and Mike compiled the information and created a visual representation of the app's intended layout through a flow chart. The flow chart demonstrates the non-linear formatting of the app; allowing for users to access any of the key categories (shown in red) at any point during a golf game. These categories will be portrayed through a stationary bar at the bottom of each device's screen.
Week 3
Low-Fidelity Protoyping
Building upon Kathleen's finalized flow chart based on the card sorting exercise, Amanda began to make render a visual representation of the CoreX Application. Based on her interpretation on the flow chart, we then tested it for a variety of demographics.
Low-Fidelity User Testing: User A
With the first user test, Mike found that the current lo-fi renderings present as a pregame setup rather than an intra-game assistant or game aid. This layout does not present itself as if it has standalone options and features to aid golfers. We understood from this test that the main navigation must remain on the bottom of the screen for quick and individualized access to pages of features.
Low-Fidelity User Testing: User B
In this user test, Amanda focused on how the screens relate to each other and how the app will flow with some alerts like the Bluetooth pairing. The result, is some terms need to be simplified found in the flow chart. The user went through several buttons listed on home page to be able to start tracking. It was mentioned off camera to look up an actual score card, to make sure we have all the information presented on the "Score Card" screen.
Low-Fidelity User Testing: User C
The last user test was more centered around someone who doesn't know much about golf. Amanda found this test served as how user friendly this app really is. It was found "Live setup" needs to be changed to "Share" to make it clear how to share game time on social media. Other words were a concern but the "Live setup" seemed to be the most confusing. Lastly, when it came to choosing what a user wanted to share, it was confusing to know how to do that.
Mid-Fidelity Prototyping
Building upon the responses and insights that resulted from our low-fidelity user testing, Kathy and Frankie digitally translated and updated Amanda's initial wireframe sketches in Figma.
Realigning their efforts on CoreX's fundamental offering of recovering golf balls and improving a player's swing, the application architecture was restructured to cater directly to these key functions as an intra-game aid.
With a stronger hierarchy for information and a clearer path for users to access the information they need in real-time, Kathy and Frankie were more easily able to distinguish premier subscription features from those that would be included with the free version of CoreX.
Additionally, the data points and charts that populate under the Performance Metrics and Caddie sections were identified as optimal areas to integrate micro-interactions—or simple animations that can bring a bit of unexpected delight to the user.
Mid-Fidelity User Testing: User A
In this user test, Mike confirmed that compartmentalized menu categories made for a better intra-game user experience.
Mid-Fidelity User Testing: User B
In this user test, Frankie learned that the player / coaching offer could be improved by prioritizing coaches in the CoreX Community that are familiar with the current course the user is playing on. For example, if the user is playing in Torrey Pines, CA, the CoreX Coaching options would first coaches who regularly play / coach at that particular course. This not only provides improved feedback for the user, but provides a great opportunity for coaches to make money and network with players in their preferred area.
Mid-Fidelity User Testing: User C
In this user test, Frankie learned that the structure, flow, and information architecture within the application are intuitive and user friendly. With minimal instruction, this user was able to navigate through the prototype and understand the context of each screen. Additionally, once the camera stopped rolling, this user mentioned the Coach / Caddie function as being of high interest and value—from both the player and coach perspective.
Storyboard Narratives
With marketing being a key initiative for a startup like CoreX, Mike devised concepts and narratives for a video that the brand could use to promote itself across its social and digital media channels.
Narrative 1: Two golfers walk up to the tee box, both recreational golfers. They are old friends so the competitive element is there. They are smiling and eager to get the game going after some trash talking. Player 1 tee’s up, swings, and lands in the fairway. Player 2 tee’s up, swings, and doesn’t see where the ball lands. Chime in CoreX app.
Narrative 2: Group of players are in the middle of the fairway. They aren’t sure how far out they are from the green or what club to use. One player has CoreX which gives her GPS location on the course and his golf club averages. She has the competitive advantage through the use of technology. She is ready to unlock her best game.
Narrative 3: A golfer is searching for his ball in the rough. Ball comes on into view for the viewers, but is not seen by the golfer. He takes a drop which is a 1 stoke penalty against his score. The other golfer has CoreX which leads him directly to his ball which also landed in the rough.
Poster Thumbnails Round One
As a second avenue to marketing for the app, Amanda sketched out some ideas for a poster. After several rounds of moving information and adding in golf items, she narrowed it down to three.
Marketing Video Storyboard
Continuing the development of our video concept for the CoreX marketing video, Mike built upon the second narrative option by sketching out a rough storyboard that visually captured storyline and provided a generalized shot list.
Potential Micro-Interactions
Throughout our brand development and prototyping, the following have been identified as areas of opportunity for the inclusion of micro-interactions within the CoreX application:
- Login / create account success
- The population of real-time player data, to include numbers, charts, and graphs
- Updates to player score cards
- A "celebration" animation when upgrading to the premier membership
Week 4
Poster Thumbnails Round Two
After the first round of poster sketches, Amanda continued to find different layouts and organization. In this set she changed the poster size from square to rectangle.
Poster Computer Rough
After the team collectively agreed to go with poster 7, Amanda began laying out the the ground work. She used place holders that was later replaced with the finished screens.
Poster Computer Rough 2
Marketing Video Rough
Building upon his original narrative and storyboard roughs, Mike put together an initial draft of the CoreX marketing video, which captures the underlying narrative:
Finalized Branding
Amanda updated the CoreX branded style tile, which was used as a springboard for our subsequent branding and interface design efforts. Building on that foundation, Mike developed the concept and initial draft for what would become the CoreX logo. Once the concept was presented to the team for feedback, Kathy rendered the final version.
Frankie then created a few contextual mockups to showcase the new logo in different contexts, as well as provide images that could be used within the CoreX Market section of the application.
High-Fidelity Prototyping:
As the CoreX branding was being finalized, Frankie and Kathy began developing and prototyping high-fidelity versions of the application's screens. During the process, they identified an opportunity: to shift the primary color scheme to a more gender-neutral "mint green and "aqua" blue that would apply to a wider demographic, better fit the golfing niche, and become far easier on the user's eyes, while still using bold color accents where applicable.
As an added benefit, Frankie and Kathy created micro-animations that would enhance the user's experience within the application, providing both feedback on their actions and an unexpected dose of delight.
Future State User Journey
Using the clear and improved user flow provided by the high-fidelity prototype walkthrough, Frankie created Future State User Journeys for two key personas—Sandy Trap and Un DePàr—to capture the perspective of both a casual player and professional coach.
Final Core X Poster
After Frankie and Kathleen finished the Hi- Fidelity screens Amanda could move forward with the poster. She treated the design similar to what Apple does with its products.
Week 9
Design Narrative
Process
Before we even started this project, we asked questions to those that would benefit most: Golfers. We needed to gain insight into what golfers value and more importantly, why they value those deliverables.
Based on market surveys, the biggest inconvenience in golf is losing one's balls. However, a ball tracker and locator had little intrinsic value on its own. What became abundantly apparent was the desire to fix one's game to stop losing balls. To do this, a golfer needs to understand what they are doing wrong in real-time. Users need to understand swing and ball metrics in order to improve their game and make it a more enjoyable experience.
Concept
We aimed to create an intra-game solution for a multitude of issues. Issues ranging from tracking ball flight and path to impact rates and swing consistency. Moreover, this information and feedback needed to be delivered immediately in order to hold value.
The objective was to help players become better at golf, unlocking their game and potential. Refining their game during play while having statistics to back their decisions and tactics.
Design
Keeping in harmony with the calmness of golf, we decided to go with a cool, gender-neutral color scheme. This allowed for great contrast-enhancing readability while in an open environment. Coupled with a clean sans-serif type, a design system was created. A system that allows users to use one hand to navigate the interface, moving from one metrics screen to the next.
We relied on repetition for accessibility and to appeal to user intuition; keeping the same style buttons, menus, and consistent locations for features that extended multiple screens was a part of our design formula that significantly helped improve our overall user experience.
Execution
We met a few challenges throughout this project. First being, only one of us is an avid golfer. However, this obstacle quickly became a launching pad to test ideas from a variety of perspectives. It also allowed us to see that a design solution does not have to be created by someone directly associated with the issue. A design solution can stem and sprout from the desire to understand a situation.
Throughout the development stages, we tested and retested ideas and creative directions. Our first proposed solution came across as a "game setup" module rather than an intra-game helper, assistant, and coach. To overcome this issue, we listened to our user tests. We included what they found the initial design was missing, and we removed items that they were not concerned with.
One other main issue was the styling. Initially, the concept was to use playful colors that can be associated with golfers. This proved to be a less than desirable direction. The app becomes too busy creating too many points of visual contact. This distracted users, misleading them, or even causing them to abandon their interaction. All of these issues were resolved over the past few weeks.
Final Marketing Video
Following a round of collective feedback from the entire team, Mike finalized the CoreX marketing video—adding music and a voiceover that made the entire narrative feel cohesive and complete.
High-Fidelity User Testing
Continuing the team's iterative progression, Mike and Frankie tested CoreX's high-fidelity screens with users who fit within the target audience—specifically, casual golfers.
Following the user tests, the following key insights were identified:
- Even for users who had little-to-know experience golfing, the application was intuitive and easy to navigate.
- Used were delighted by the inclusion of micro-animations and noted that it was "fun" to check their data.
- Users noted that the extra features included with the CoreX premier membership made them feel compelled to upgrade.
Final Presentation
The following reflects our team's final presentation of the CoreX application—in which you'll find both our recorded presentation walk-through, as well as a direct link to our digital PDF: