At Upgame I design across the product: coach reports on the web, the golfer app, and the emails that connect them. This case covers performance reporting and the golfer app.
Golf statistics are dense. Golfers struggle to see improvement; coaches lose time assembling data.
Designed coach reporting, the golfer app’s core flows and reusable patterns shared with marketing.
Reports that lead with meaning — gains in green, losses in red, strengths and next steps up front.
How might we help golfers understand their performance — and coaches act on it — without drowning either in statistics?
Complex analytics had to stay easy to understand for golfers of every level.
Product and marketing needed to feel like the same brand at every touchpoint.
Golfers and coaches needed different experiences from the same data.
Goals — track progress; improve scores
Pain points — complex statistics; hard to measure improvement
Goals — compare players; personalise coaching
Pain points — scattered player data; time-consuming analysis
Goals — communicate value; launch quickly
Pain points — inconsistent assets; a manual design process
Coaches assembled data player by player.
A searchable player table scales to a full roster; multi-select builds comparative reports in one action, and an Individual / Team toggle keeps two mental models in one product.
Coaches build reports straight from the roster.
Dense statistics hid whether a golfer was improving.
Strokes Gained leads with colour — green gains, red losses. Strengths and Opportunities frame the data as next steps; tabs drill into every part of the game.
Meaning comes first; detail is one tab away.
New golfers had nothing to look at until they logged rounds.
A friendly empty state and a 0/3 rounds goal turn onboarding into a clear first action. Add Round, Practice and Yardage Book map to intent, with large targets.
The first action is obvious — and usable one-handed on course.
Marketing assets were inconsistent and slow to make.
Stat cards, charts, player cards and email modules built as one shared set of patterns.
Faster delivery and one consistent brand.
Final designs — coach reports on the web, round summary and the golfer app
Stat cards, charts, player cards and email modules used across product and marketing, so launches move faster and look consistent.
Designing the report, the app and the email as one journey made each of them clearer.
Designing the report, the app and the email as one journey made each of them clearer.
A kundli that shows its working.