My Role

Creative Direction
UX Research & Strategy
Conceptualization
Digital Wireframing
Digital Prototyping

Project Goals

Sand Springs Golf Course had many issues with its original website, including slow site speed caused by videos that were slow to load and images that were not optimized. The website also had poor user experience due to missing online booking for tee time links and event and wedding contact inquiry options, as well as hard-to-access navigation. Additionally, the website suffered from outdated style and assets and needed to entice engaged couples and people looking for events.

Target Audience

There were three audience types for the Sand Springs website: Wedding prospects; females and males between the ages of 20 to 50, looking for the perfect venue for their wedding; Event prospects; females and males between the ages of 16-99, looking for a location to host a special event, such as a baby shower, bridal shower, or birthday; and Golfers; females and males between the ages of 18-80, golfing for the day or residential members who want to enjoy amenities like the bar and grill and pro shop.

Solutions for Success

Site Speed and Assets Optimization

The website needed to improve its load speed by reworking the resource-heavy JavaScript throughout the site to be more modular, allowing for better optimization by loading only what is needed, rather than a full, combined resource.

User Experience

I implemented a mobile-first design approach. Our heatmap data revealed 374 desktop users compared to 2,375 mobile users. Consequently, I shifted the focus to optimizing the design for mobile devices. The site needed a design that gives users a quality experience across mobile and desktop platforms while maintaining the integrity of the design and brand experience. Create a clean and clear site architecture for users to easily navigate and fill out their contact information throughout the website.

Restructured Content and SEO

I collaborated to create and update SEO-driven content by adding FAQs and more purposeful content areas to help attract new users. Also, I utilized the blog as a tool by featuring past and upcoming events, as well as tips and informational posts. This way, the blog posts can be fresh and evergreen content.