TaylorMade, adidas Golf and Ashworth Golf
UI/UX • DESIGN
ABOUT THE PROJECT
There are a total of six separate sites (3 brand sites, 3 e-commerce sites) that make up the online world of TaylorMade, adidas Golf and Ashworth Golf (TMaG). Each site was developed individually and does not co- exist with the other properties. Facing weekly challenges of updating the separate sites on separate systems, TMaG needed to find a solution where the six separate sites are unified into one experience – both from the end-user and from the internal maintenance standpoint. They needed to create some efficiencies in their process as well as promote the sister brands to expand their brand story.
PROJECT OBJECTIVES
Build a brand ecosystem
The ability to shop all three brands under one roof is a major benefit to the consumer, yet a challenging design task. The design made sure all three brands could differentiate themselves within the same space, yet contribute to one another.
Make emotional impact
These three brands are all about golf, and so are their customers. It was important to bring more to the table than golfing apparel, but to also connect them with golfing on a deeper, more meaningful level.
Deliver a seamless shopping experience
While the consumer must be able to differentiate between all three brands, they also need to be able to make a single purchase. We made sure all three brands could be combined into a single checkout process.
Purchasing Made Easy
The checkout process is the bridge between the microsites of three brands into a single shopping experience. All interactions, from adding to the shopping cart and completing an order, successfully unify the checkout process.