Big Game PGA Partners
Reimagining How Golf Is Played, Scored, and Shared
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problem
Big Game Golf had traction but no clear path to scale. The app already had thousands of active users, but the experience was clunky, the brand was undefined, and the product struggled to communicate ambition and credibility. The founders were preparing for an investment round, and it was clear that without a stronger product vision, narrative, and design system, fundraising and global expansion would stall.
solution
I led a full rethink of the product as a platform rather than a scorekeeping tool. The goal was to design Big Game Golf as a social layer on top of the game itself, something that made golf more fun, more interactive, and more accessible. By aligning brand, UX, and product strategy, we transformed the app into a scalable experience that investors, professionals, and new players could immediately understand and believe in.
Reframing the problem
The initial request was a UI redesign. Early on, I pushed back. The real issue was not only interface polish but clarity. What Big Game Golf was building needed to be understood at a glance, especially by people who were not deeply embedded in golf culture.
Discovery and immersion
We began with a combined design and brand sprint. The founders walked me through the game, its rules, rituals, and social dynamics. I focused less on the mechanics of golf and more on how people actually experience it. The banter, side bets, rivalries, and informal competitions happening alongside the scorecard. That social layer was the real product.
Strategic insight
One critical insight was that the underlying mechanics were not exclusive to golf. The system could be extended to other sports. This shifted early conversations toward positioning Big Game as a broader competitive platform, with golf as its first expression.
Product positioning
The breakthrough came when we aligned on a simple truth. Big Game Golf was not another golf app. It was a live, social environment layered onto the game. A place to chat, compete, wager, settle payouts, and share results in real time. From that point forward, every decision was filtered through one question. Does this make the game more fun, more social, and easier to join?
Brand identity
Most golf apps leaned heavily on tradition and conservative visuals. I intentionally chose a more modern direction. Mint green paired with deep navy created a fresh but credible palette. The logo symbolized a golf ball in motion, capturing momentum, progress, and the feeling of a great shot rather than static heritage.
UX and product design
The product logic was complex, with over a million possible game combinations. The challenge was not building the system but revealing it gracefully. I designed the experience around progressive disclosure. Simple actions at the start, richer layers as the game unfolded, and absolute clarity at the end.
Post-game summaries were a major focus. Scores, wagers, settlements, and stats needed to feel conclusive and satisfying. The app mirrors real play. Easy to start. Engaging while playing. Clear when it ends.
Growth and fundraising support
Beyond the product itself, I supported the founders with pitch decks, product visuals, landing pages, and a product video. Design came first, fundraising followed, then development and launch. The visual prototype became a central tool in investor conversations, helping the team communicate confidence and vision.
Outcome
Following the redesign, Big Game Golf raised over ten million dollars, expanded its reach, and became a PGA partner. Internally, the team gained clarity and alignment. Externally, the product evolved from a regional app into a platform with global ambition.
Reflection
This project reinforced a core belief for me. Design is not decoration. It is a strategic lever. When brand, product, and narrative align, design becomes a catalyst for growth, confidence, and momentum.
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see also
