Case Study: OpenTee 2015
The challenge: Optimize and redesign OpenTee’s tee time booking portal with demographic and analytics research.
OpenTee’s tee time booking process was already an industry-first. With fast and easy tee time booking it’s rapidly changing the way golfers book tee times within seconds. Six months after launch, OpenTee was ready for a redesign that better aligned with the target audience, and greatly improved the way they booked tee times at their favorite golf courses around the nation.
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Research
OpenTee had already greatly simplified the booking process of a tee time compared to the closest competitors. The analytics proved that users were spending about 30 to 45 seconds to book a tee time with OpenTee's booking system compared to the lengthy process of about 4-5 minutes with the closest competitor. There was a clear disconnect however with the homepage search element, and funneling the user through the results and finding tee times that met their busy schedules.
While the site offered an extensive array of filtering and sorting features, it created confusion that had to be resolved quickly and as clean as possible to offer the best user experience a golfer can have compared to any other tee time booking portal available.
I created wireframes to explore a new way to display tee times in the Display View (single-course mode), and for the Portal Results.
I spent more time cleaning up the Single Course View, which turned into a more scalable solution to display tee times. This allowed it to flex into responsive mode without too much development.
The following step was to dive into changing OpenTee's color scheme and aligning it better with the demographic.
View the final results
"As a designer, I thrive on client feedback. Design is such a constant flow of ideas from all the parties involved, that communication must also remain open and constant in order for it to be successful."
Final Results
OpenTee is now a cohesive tee time booking site with a mission to help golfers find golf courses with tee times in a few clicks, and book a tee time in a matter of seconds.
This whole process took about three months from researching to design and development. OpenTee is now much easier to browser, has a consistent color scheme, and offers simplified tools to allow the user to book a tee time faster, and easier than ever. The design is responsive as well, which works seamlessly with all popular mobile device screen resolutions.
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