Drive Engagement through Customer Account Portals

Trifecta helped Topgolf when they were looking to implement a new member portal experience for their customers.

The Story

Background:

Topgolf is a global sports and entertainment community that connects nearly 100 million fans in meaningful ways through experiences and innovation. The company has experienced massive growth and has expanded into several brand expressions, including physical venues where fans can connect via high-tech gaming and hitting bays, innovative technologies such as Toptracer, and through content-creation studios.

Challenge:

One of the features Topgolf offers their fans is a site where golf enthusiasts can keep track of their scores and manage their golf club memberships. Their existing system was outdated, difficult to use, and didn’t reflect their updated brand identity. Topgolf challenged Trifecta to design a new member portal to enhance their client experience.

Topgolf Players

Our Work

Strategy:

To kick off the project, Trifecta’s team travelled to Dallas, TX to visit Topgolf and begin a two-week discovery process. Through this, we gained a thorough understanding of their business strategies and the pain points associated with their current portal. For example, it was uncovered that a large majority of portal traffic came from mobile devices, and that users often performed repeated tasks. This mean our web app needed to not only be mobile-friendly, but it also would be essential for it to function similarly to a mobile app. Discoveries such as this allowed us to return to PA with a well-developed action plan to begin the project.

As we began to flesh out the structure of our design, the Trifecta team met daily with Topgolf to continue refining the business requirements. We started with creating a full site map and user flow document to determine the best way for members to use the portal. Trifecta then created wireframes for the key sections of the site and presented them to Topgolf for frequent feedback and refinement.

Topgolf Wireframes

Interface Designs

Once the wireframes had been approved, our design team created high-fidelity visual compositions of the portal along with interactive prototypes to make sure that it would accomplish the goals outlined during the discovery process.

Designer Working On Topgolf
Topgolf Tablet
Topgolf Website Designs

The Results

Results:

Topgolf utilized the Trifecta team’s discovery findings, business suggestions, style guides, and interface designs to ensure their member portal redesign was a hole-in-one.