Honda LPGA 2024 - IMG
Proposal for rebuilding the LPGA platform.
Img sent us an RFP for the Ladies Professional Golf Association Website for Thailand.
The role of this agency was to deliver a prototype within a 48-hour deadline. Given the thorough brief provided, we established a hierarchy of relevant information and key bullet points to focus on, ensuring effective development despite the time constraints.
CHALLENGE
CONTEXT
The Thai LPGA Tour is a professional golf tour for women organized by the Thailand Ladies Professional Golf Association. The tournament showcases 70+ of the world’s best golfers and rising Thai stars competing for a 1.7 million USD prize purse.
PROBLEM
The existing website structure shows a confusing navigation flow, concealing critical information while also featuring numerous content pieces uploaded as JPEGs that are not seamlessly integrated into the overall design.
GOAL
To expertly introduce and educate online audiences, while also serving as a central content hub for media.
SOLUTION
To meet the brief we need to showcase Honda LPGA Thailand as a major event in the golfing calendar, both within Thailand’s golf industry, throughout South-East Asia, and beyond.
We need to grow the event, establishing its name and awareness in wider audiences, whilst also encouraging and promoting golf as a sport in Thailand.
The site will increase brand exposure through the use of strong, high-profile sponsorship relationships, and also play a role in advancing golf as a sport in the region. Beyond the tournament itself, we envisage a site that boosts tourism opportunities for Thailand by highlighting the unique, myriad experiences that the country has to offer.
PROTO PERSONAS
They were validated with 5 interviews, which provided deeper insight of the users.
SARAH - 32 YO - MARKETING MANAGER - USA - SINGLE
Sarah has a genuine passion for golf and follows major golf tournaments regularly. She is an Intermediate level golfer, has been playing golf for 5 years. Enjoys traveling and exploring new destinations and is also interested in fitness, international cuisines, and cultural experiences.
PAIN POINTS
Networking Difficulty: Sarah may face difficulties connecting with other attendees if there are no organized networking opportunities.
Information Overload Risk: An event website or app lacking organization and essential details could hinder her itinerary planning.
Ticket Scarcity Concern: Limited ticket availability or quick sell-outs could result in missed opportunities for Sarah's desired experiences.
GOALS
Experience world-class golf with top female players.
Immerse herself in Thai culture and cuisine.
Network with fellow golf enthusiasts and professionals.
Sarah would be an ideal user for this website because she is a passionate golf enthusiast who values both the sport and the cultural experiences associated with international travel. Her interest in networking and combining leisure with her professional life aligns well with the event's objectives. With her desire for clear information, efficient planning, and a memorable experience, the website can cater to her needs, ensuring she can fully engage with the Women International Golf Tournament Week in Thailand.
PROTO PERSONAS
INTERVIEWS + EMPATHY MAP
They help us validate our proto personas and get a better understanding of our users.
With the help from IMG we reached out to 4 golf enthusiasts that helped us validate our proto personas and get a better understanding of our users.
THINK AND FEEL
Jane is excited about the golf tournament and cultural experiences in Thailand. She's looking forward to meeting new people.
Mike is a serious golfer, and he's expecting top-notch competition at the TPGA Tournament Week. He's also interested in exploring Thai cuisine.
Maria is excited about the event but concerned about the accessibility of the venues due to mobility issues.
David is a golf enthusiast who has traveled to multiple international tournaments. He hopes the TPGA event will live up to his expectations.
SAY AND DO
She talks about her passion for golf and the event with enthusiasm. She actively engages in networking sessions and participates in cultural activities.
He discusses golf strategies and shares his experiences on social media. He actively participates in golf clinics and enjoys Thai cooking classes.
She asks event organizers about accessibility measures, seeks assistance when needed, and shares her experiences with others.
He shares stories of his golf travels with fellow attendees and actively participates in friendly competitions.
PAINS
She's worried about the language barrier and potential cultural misunderstandings.
Mike is concerned about the unpredictable weather in Thailand and hopes it won't disrupt his golf games.
Maria faces physical discomfort due to accessibility limitations and worries about missing out on certain activities.
He's concerned about the availability of tickets to exclusive events and worries about missing out on them.
INFORMATION ARCHITECTURE
BEFORE
AFTER
WIREFRAMES
HOMEPAGE
We designed a first approach to the Homepage as a mid-fi wireframe which was later iterated into a final hi-fi version ready for the proposal.
MID FIDELITY
HIGH FIDELITY
TOURNAMENT WEEK HUB
We needed to select a different page for the proposal, and it became apparent that prioritizing a Tournament Week Page with valuable information should be at the top of the site's hierarchical structure.
HIGH FIDELITY
ACCESSIBILITY
We analyzed the color contrasts through colour.adobe.com aiming for AAA, to make sure they are accessible to the majority of the population.
Since this was a 48-hour sprint to prepare a proposal, we didn't reach the design validation phase.
RESPONSIVE DESIGN
TOURNAMENT AND BEYOND
Another integral part of the site is the showcase of tourism content for the primary targets outside of the event specifics. Hotels, food and attractions round out the site’s offering, providing users with an attractive one-stop shop for their entire event experience.
TOURNAMENT HUB COMPONENT
One of the most important sections of the site is the Tournament hub, where we need to provide key information in the run-up to, and during, the event.
This would include, for example: venue information, how to get there, parking availability. All of this must be presented in a clear and elegant way so that users can find all the important information about the tournament clearly and concisely.
