On Screen Sports — Redesigning Sports Simulation Website
My Role
Product Designer
Led end to end redesign project
0-1
Team
Product Manager
Front End Developer
Developer
Timeline
3 Months
Overview
On Screen Sports, a platform that sells golf and multi-sport simulators to both individual and commercial customers, also provides an option to book simulator sessions. Previously branded as Golfzone North, the company sought to reimagine its identity.
I led the end-to-end design direction for their website as part of this rebranding project.
Context
From Golfzone North to On Screen Sports
Golfzone North was ready to transition into its new identity, "On Screen Sports," but the website wasn’t performing—plagued by a high bounce rate and minimal engagement. To address this, we conducted in-depth user research, analyzing user journeys and groups to uncover pain points and gather actionable insights. These findings guided both the rebranding and website redesign, resulting in a seamless, informative experience that builds trust and engages both product buyers and simulation users.
Visitors should have a clear understanding of
The products On Screen Sports offers
What sets On Screen Sports apart
Which device is suitable
Where to make an inquiry
Where to purchase the devices
Where to book simulation services
Research
To identify current needs, pain points, and uncover opportunities, we conducted competitor analysis and user interviews.
Analyzing competitors highlights the balance of storytelling, navigation, and usability.
GreenTee
Trackman
Golfzone
Peleton
Weakness
Main page requires more than 8 scrolls, risking user fatigue.
Overwhelming amount of information can deter user engagement.
Excessive CTAs create confusion and dilute user focus.
Storytelling impact diminishes as users scroll down the page.
Misleading UX cues (e.g., clickable elements) cause user frustration.
Poorly executed carousel navigation can disrupt the user experience.
Main video dominates the screen, potentially hiding important content below it.
Carousel designs may fail to fully engage users if transitions aren’t smooth.
Key Insights
Main image, features/benefits, reviews, and product video offer a comprehensive user experience.
Top scroll marker enhances navigation by showing user progress.
Main video provides strong storytelling to engage users early.
Responsive design and 6 category buttons enhance navigation and accessibility.
Main video effectively conveys the brand’s story.
Carousel-style video reduces the need for excessive scrolling.
Main video drives storytelling and builds emotional connection with users.
Carousel design targets both new and returning users, while product charts make comparison easy.
Opportunities
Reduce the length of the main page for better usability.
Highlight key content above the fold to capture user attention more effectively.
Integrate storytelling more seamlessly into product sections.
Simplify navigation by consolidating or grouping related actions.
Improve UX writing and design to clarify clickable elements.
Ensure the carousel design encourages user engagement.
Shorten the height of the main video to highlight more products above the fold.
Emphasize CTAs like "Book Appointment" or "Join" to drive conversions.
Next Step
Introduce collapsible sections or carousels to streamline content presentation.
Prioritize essential elements at the top to reduce perceived complexity.
Limit CTAs to a few key actions to provide a clearer user journey.
Blend storytelling elements into product descriptions for consistent engagement.
Add visual cues like hover effects to make interactivity more intuitive.
Optimize carousel transitions and controls for smoother interactions.
Adjust video height to balance storytelling with product visibility.
Refine carousel design to better showcase products and improve usability.
Came down to three key user personas: commercial, individuals interested in buying a device, and individuals interested in sports simulation sessions.
I aimed to better understand consumers' mindsets by exploring their common needs and desires. What influences their purchase decisions? What information are they seeking?
Commercial
"I’ve always wanted to open a spot where people can enjoy golf, hang out, and just have a good time."
Device Buyer
"I’m still figuring out my swing and how far I’m hitting—I just want to get better."
Simulation User
"It’s hard to find time to go to the range. I’d love somewhere close where I can practice."
Brief
John, a businessman with a passion for golf, seeks a business opportunity that blends his expertise with a social gathering hub for friends and families to enjoy food, activities, and drinks in a friendly environment.
Brad, a software developer who recently picked up golf as a hobby, wants to improve his game on the golf course, particularly by knowing his golf ball distance and enhancing swing consistency, in order to reduce travel time to the nearest driving range for practice.
Chris, a data analyst who recently started playing golf, wants to improve their game by tracking ball distance, perfecting swing consistency, and simulating real-life golf scenarios. Chris seeks a solution that eliminates the need to rely on outdoor driving ranges and maximizes practice efficiency.
Obstacles
Finding the right business opportunity that aligns with his passion for golf and corporate expertise.
Keeping the simulators running smoothly and addressing technical issues promptly can be a challenge without proper guidance.
Obtaining permits and renovating a retail location. Securing local tradespeople for the business.
Difficulty in improving his game on the golf course.
Lack of awareness about his golf ball distance when hitting the ball at the driving range.
Inconsistent swing, leading to challenges in reading the fairway when teeing up.
Limited knowledge of proper swing techniques, leading to inconsistent performance.
Difficulty tracking metrics like ball distance or swing accuracy during practice.
Lack of access to affordable and nearby golf facilities, making it hard to practice frequently.
Needs
Commercial operators need a partner who can guide them through the entire process, from facility design and simulator installation to ongoing maintenance.
Information and resources for permits and renovations.
Creating a friendly environment for people to enjoy golf-related activities.
Utilizing his corporate skills for a meaningful business venture.
Effective strategies to improve his golf game on the course.
Technology or tools to measure his golf ball distance accurately at the driving range.
To enhance his golf skills and performance on the course.
Minimize travel time by finding alternative ways to practice golf more conveniently.
Tools or technology to measure ball distance and provide data-driven feedback on swings.
A realistic simulation experience to prepare for on-course gameplay without traveling far.
A convenient, weather-independent practice option to save time and energy.
Clear guidance on improving technique to become more confident and consistent.
Synthesis
After conducting research, I synthesized the insights to translate them into the project
Target Audience Differentiation
Commercial and personal users have distinct needs when it comes to facility setup or personal purchases.
After-Sales Support
Enhance support with troubleshooting guides, video tutorials, and training workshops to help commercial operators manage simulators effectively.
Building Trust
Feature success stories and testimonials from existing users to build trust and inspire potential customers.
Comparing Products
Compare different Golfzon models based on features and suitability, helping both commercial and personal users make informed decisions.
Ideation Workshop
To gain a deeper understanding from everyone at the table, we conduct exercises aligned with the project goals
Persona Review
A moment for the client to empathize with our persona proposal and edit any information while uncovering additional personas.
User journeys
Putting the primary personas on the path to achieve their main site goal. Together we shine a light on thoughts and feelings the users have at each touch point while simultaneously identifying pain-points and opportunities.
Content & Features Priotization
With user journeys fresh in the mind, we follow up the activity by defining the content users need, the features users need, and anything the client wants to communicate to the user.
Storytelling Ideation
We provide the client with visual considerations and together we aim to build a story with good flow from start to finish, practical content, and stunning imagery.
New Points of Interests
Post-workshop, we can identify new insights from the client
Prioritizing Golf Simulators
Focus on golf simulators over other sports to provide specialized products and services tailored to golfers' needs.
Customer Inquiry Channels
While most customer inquiries currently come via phone, it's important to encourage customers to reach out through the website for quicker responses and easy access to information.
Full-Service Setup and Support
Offer more than just products by providing full-service setup, installation, and ongoing support to ensure a smooth customer experience
UX Strategy & Final Design
Tailored Experiences for
Every User
With a wide range of golf and sports simulators available, we organize the experience by purpose. Users can be guided by their needs, whether they are looking for golf simulators for specific spaces, golf simulator products, or other sports simulations.
Main
Main - Clicked
Golf
Your Space
A personalization button simplifies decision-making by offering tailored recommendations based on user preferences. Without requiring a page reload, this feature expands product options and creates a seamless, immersive experience.
Strategic CTAs within storytelling
Instead of simply promoting products, we emphasize storytelling through testimonial videos to build trust. Following the videos, detailed product information is provided, naturally guiding users to booking or purchasing CTAs, increasing engagement and fostering confidence in both the products and the brand.
