Tee to Green Landing Page
Tee to Green Landing Page
Tee to Green is a specialised financial service by Kirkwood Wilson Accounting, dedicated solely to golf club management. The challenge was to create a digital presence that bridged two very different worlds: the relaxed, premium atmosphere of golf and the rigorous, trustworthy nature of forensic accounting. The goal was to build a landing page that established immediate credibility and clearly articulated this niche value proposition to club managers.
Client
Tee to Green
Year
2022
Category
UI / UX Design
Research
Research
To design an effective user experience, I needed to understand both the local competition and the specific expectations of the target user (Golf Club Secretaries and Managers).
Competitive Benchmarking: I analysed the web presence of local accounting firms alongside top-tier golf club websites.
Key Insight: Standard accounting sites were often cluttered and jargon-heavy, whereas golf club managers are accustomed to visual, heritage-focused digital experiences.
Application: This research dictated a "familiarity-first" strategy. I chose to adopt the UI patterns of the golf industry rather than the finance industry to reduce cognitive load and make the user feel at home immediately.
To design an effective user experience, I needed to understand both the local competition and the specific expectations of the target user (Golf Club Secretaries and Managers).
Competitive Benchmarking: I analysed the web presence of local accounting firms alongside top-tier golf club websites.
Key Insight: Standard accounting sites were often cluttered and jargon-heavy, whereas golf club managers are accustomed to visual, heritage-focused digital experiences.
Application: This research dictated a "familiarity-first" strategy. I chose to adopt the UI patterns of the golf industry rather than the finance industry to reduce cognitive load and make the user feel at home immediately.
Research
To design an effective user experience, I needed to understand both the local competition and the specific expectations of the target user (Golf Club Secretaries and Managers).
Competitive Benchmarking: I analysed the web presence of local accounting firms alongside top-tier golf club websites.
Key Insight: Standard accounting sites were often cluttered and jargon-heavy, whereas golf club managers are accustomed to visual, heritage-focused digital experiences.
Application: This research dictated a "familiarity-first" strategy. I chose to adopt the UI patterns of the golf industry rather than the finance industry to reduce cognitive load and make the user feel at home immediately.
UX Strategy
UX Stratergy
Improving conversion was the primary goal. I structured the single-page Information Architecture (IA) to guide the user quickly from curiosity to contact.
Streamlined Navigation: I flattened the hierarchy to ensure key information—services and contact details—was accessible in a single scroll or click.
Trust Building: I prioritised "Social Proof" elements, placing the association with Kirkwood Wilson high in the visual hierarchy to eliminate doubt and build confidence early in the user journey.
Accessibility: Ensured high contrast ratios between the text and background colours, making the site legible for all demographics, including older club committee members.
Usability and Accessibility: Good design considers the needs and preferences of users, ensuring that the website is easy to navigate and understand. Intuitive navigation, clear hierarchy, and logical organization of content enhance usability and accessibility, allowing users to find what they are looking for quickly and easily
UX Stratergy
UX Stratergy
UX Strategy
UX Stratergy
Improving conversion was the primary goal. I structured the single-page Information Architecture (IA) to guide the user quickly from curiosity to contact.
Streamlined Navigation: I flattened the hierarchy to ensure key information—services and contact details—was accessible in a single scroll or click.
Trust Building: I prioritised "Social Proof" elements, placing the association with Kirkwood Wilson high in the visual hierarchy to eliminate doubt and build confidence early in the user journey.
Accessibility: Ensured high contrast ratios between the text and background colours, making the site legible for all demographics, including older club committee members.
UX Stratergy
UX Stratergy
OUTCOME
OUTCOME
Tee to Green now possesses a unique market position. The platform successfully targets a specific user persona without alienating them with financial jargon. The design bridges the gap between leisure and business, resulting in a digital experience that feels bespoke, professional, and approachable.
Tee to Green now possesses a unique market position. The platform successfully targets a specific user persona without alienating them with financial jargon. The design bridges the gap between leisure and business, resulting in a digital experience that feels bespoke, professional, and approachable.
OUTCOME
Tee to Green now possesses a unique market position. The platform successfully targets a specific user persona without alienating them with financial jargon. The design bridges the gap between leisure and business, resulting in a digital experience that feels bespoke, professional, and approachable.
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