The PGA collaborated with CapTech to help reach new audiences through its primary digital channels. CapTech conducted in-depth customer research, which included leading a vision workshop, conducting interviews, and developing four proto-personas to understand the audience, capture pain points and uncover barriers to entry. CapTech also conducted competitive and comparative analyses, a customer survey, and captured future state journeys to inform design decisions and highlight long-term enhancements.
Once the research was complete, CapTech created wireframes and action-oriented visual designs to align with PGA.com and ensure WCAG 2.1 compliance. Along the way, the team examined the current navigational structure to recommend a strategy for inserting the new experience into PGA.com and to plan for future testing. The final step was to map content to drive traffic from existing pages to the new experiences and create engaging new website copy, guiding the audience to their desired golf journey.