Overview
For this project, I designed the GolfPass mobile experience, a high-end digital ecosystem for golfers who want to balance their love of the game's entertainment with a serious desire to improve their handicaps. My primary focus was to synthesize a massive library of NBC Sports and Golf Channel content into a mobile-first interface that feels as premium as a private club membership. The app functions as a dual-purpose platform: it’s a streaming service for world-class documentaries like The Tiger Woods Project and a structured classroom for elite instruction like the Foley Factor.
Problem Statement
The central challenge was addressing the fragmented nature of digital golf content. Most users were forced to bounce between generic video platforms for entertainment and clunky, outdated apps for technical tips. From a UX perspective, the goal was to eliminate this "context switching" friction. I needed to solve the problem of discoverability. How do you present a library of over 12 lessons per series without overwhelming a user who might be checking their phone while standing on a practice green? The interface had to be intuitive enough to provide immediate value in a high-glare, outdoor environment while remaining immersive enough for long-form viewing at home.
Solution
I approached the solution by adopting a "Content-First" philosophy, using a sophisticated dark-mode aesthetic that lets the vibrant greens and blues of the golf course photography command the user’s attention. I established a rigid functional hierarchy through a persistent five-tab navigation bar, clearly bifurcating the user journey into two distinct mindsets:
Watching (passive entertainment) and Learning (active improvement).
Immersive Storytelling: I designed hero sections with expansive imagery and bold, high-contrast typography to elevate the "celebrity" aspect of the instructors and athletes.
The Learning Framework: In the "Learn" tab, I implemented a modular system that breaks down complex series into digestible segments. I included high-level metadata icons to quickly communicate the "why" and "how long" of each course, ensuring users know exactly what to expect before they hit play.
Bite-Sized Utility: To encourage daily retention, I integrated a "Daily Video Tips" carousel. This enables micro-learning moments, offering quick technical fixes that a golfer can consume and apply in under 60 seconds.
Outcome
The final design successfully transformed GolfPass into a cohesive, "Netflix-style" experience tailored specifically for the golfing community. By prioritizing a clean visual language and a simplified navigation structure, I was able to reduce the cognitive load significantly, allowing users to transition seamlessly from watching a Feherty interview to practicing their chipping fundamentals. The result is a professional, authoritative tool that not only hosts content but also guides users' growth.
