Acushnet | portfolio

The Acushnet Files

Acushnet was needing a redesign of its microsite. They had a few issues that needed to be solved before the next Father's Day promotion is launched. The company conducted a survey to find out why the site was used less than in-person. These are a few topics they found interesting.

The Login Page doesn't feel welcoming and exclusive.
The login isn't immediately visible.
Package choices were confusing.
Found it hard to see which products were available to select.

Now, pay attention, because this is where I come in.

They gave me access to what I would be working with. Whoa!! Talk about Big Lots trying to appeal to the Macy's crowd. The site was extremely basic and didn't reflect the country club I met the day before. I thought to myself "OK, the designer was going for the minimalistic aesthetic and succeeded. Good on them!"

THE LOGIN PAGE

THE PRODUCT PAGE

After receiving medical attention for burned retinas from looking into all that whiteness, I set out to learn the culture of golf. My knowledge of the culture didn’t extend beyond Caddyshack and Happy Gilmore, so this would be an exciting experience for me.

Where to start? Google? It doesn’t give nuance to images, but it can tell me where to look for such information. Golf shops! The most knowledgeable people of a culture are the people who sell to them. I interview ten salespeople within a few hours. I learn what to look for, lingo, and thought processes on buying equipment.

Afterward, I use my newfound knowledge to build a mood board. I look for anything that screams Gin and Tonic with an Ice ball, BMWs, and pastel-colored swatches. Oh yeah, and golf.

Now that I know the lifestyle and mentality of golfers, inspired by what talented designers did before me, and glass of bourbon with an ice ball in my hand, it's time to sketch some thoughts out.