Par Excellence: Driving Sports Tech Forward

Project

Website Redesign

Services

You know your golf technology company is doing something right when users include the likes of Tiger Woods, Jon Rahm, and Jason Day. Their unparalleled product lineup includes high-end Simulators and Launch Monitors for elite athletes and affluent golfers. They came to Metajive when they realized they were facing a challenge in what was becoming an increasingly competitive market.

Challenge

Full Swing’s website was outdated and needed an e-commerce experience to maintain a premium aesthetic that showcased the brand in its true light. During the project we introduced a new product – the Kit Studio – that required significant changes to the site & a new configuration flow.

Strategy

Beyond needing to optimize the site with clear calls and elevating the brand from the ground up we needed to start with a navigational deep dive. We dove into how to best position this diverse product lineup and audience by targeting them with specific content tailored for each product. There were different audiences for each product which required diverse content types that varied based on the path the user took. In doing so, we made sure the website had a cohesive look and feel throughout.

Approach

We approach websites with the intention that they will scale so we made sure to create a narrative that also transcended Tiger Woods and introduced other golf professionals. We created space on the site where Full Swing could expand their professional testimonials by telling more in-depth stories about these golfers’ experiences with the products.

Design

We aimed for an approachable yet high-end look that reflected an athletic luxury aesthetic without feeling overly masculine. Wanting to bridge the gap between the website and their technology we expanded their colorway which was inspired by the simulator, emphasizing the premium nature of Full Swing's products. Knowing that one of the most Googled golf terms is, “What simulator does Tiger Woods use”, we paid special attention to elevating their story in a compelling way.

Tee'd up for success Because Full Swing is so relationship-focused, they missed a lot of easy putts when it came to online sales. Prioritizing and proliferating strong and clear CTAs across a new modular design system helps makes the pathway to purchase a gimmie.

E-commerce Full Swing needed to up it’s e-commerce game when it came to a multi-step configuration flow and additional product offerings. We mostly gave it a face lift and assured best UX practices were utilized, but the end product was above par.

Full Swing from the Fifth Tee An on-brand, fully fleshed out, easy-to-use mobile experience was the number one requirement for this project. We delivered a truly modular design system that makes sure users can find what they want, when they want it, wherever they are.

Tiger and Team When you search, “What golf simulator does Tiger Woods have?” you’ll find the answer is Full Swing. It’s a testament both to the quality of Full Swing’s product and to the GOAT himself. But the roster of professional golfers, athletes, and influencers who choose Full Swing to amp up their game is impressive to say the least. On the site we created a more immersive way to tell these stories in a way that validate the Full Swing brand.

Relationship Building Some Full Swing products can be purchased directly, and we needed to deep dive on how to build a user experience that allowed for flexible way-finding. Full Swing Simulators require deeper conversation, space planning, subcontracting, and larger financial investments, so the start of a great relationship is key.

Bragging through Bentos Because the features and benefits of any given Full Swing product are unique and diverse, we had to find a way that felt related but could be digested individually. By taking a bento box approach we give a snapshot into the product or service that is scannable and easily digestible.

Wayfinder With multiple audience and product offerings, we wanted to make it extremely easy for users to find their way around the site.

Persistence is Key Because the Full Swing team is so important to their sales and brand, we dove deep into creating profiles of each of our Pros, Athletes, and Influencers. We created an easy way for users to explore our team and jump between members they found relevant to their decision process.

Details We Love

Typography

Color Palette

404 Page

Technology

We built the site pages modularly so every part of the website could be as flexible as possible making it easy to customize background color, layout, and maximize content. The website has a headless frontend, hosted on AWS Amplify. As we dove into the cart experience, we chose to keep this part of the site PHP to ensure safe & secure handling of consumer-generated data.

01Headless Craft CMS
A content management system that allows users to manage content and deploy on any chosen digital channel.
02Design Systems
Leveraging and evolving the current design system to ensure brand integrity and content engagement.
04Server Set Up
Establish a web server to quickly serve web pages to users.
05Advanced Custom Fields (ACF)
A WordPress plugin that allows you to add extra content fields to your WordPress edit screens allowing full control of custom data fields.
06PHP Server-Side Rendering (SSR)
Server-Side Rendering pre-renders your JavaScript pages on the server, allowing your visitors to receive fully rendered HTML when they visit your application.

Project Results

We successfully launched the website on Black Friday, meeting the three-month turnaround goal. The optimized site led to an increase in leads for the sales team, making it easier to convince customers that Full Swing was the right choice. Conversion rates saw a significant improvement, especially with the addition of clear calls-to-action on the homepage.

The overhaul not only optimized the site for current products but also future-proofed it for scalability. Full Swing now possesses a versatile platform capable of accommodating additional product lines, ensuring long-term growth and adaptability in the dynamic sports technology market, and is the modern, user-centric site their premium brand deserves.

One more thing.

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