TaylorMade Golf strives to create the best performing golf products in the world—that’s why more PGA tour pros play TaylorMade drivers than any other brand. Each TaylorMade club, ball, or footwear is packed with patented technology.
To show die-hard golfers why TaylorMade is #1 in wins worldwide, we connected their online and retail experiences with a new website, a mobile tool, and retail touch screens.
TaylorMade’s commitment to innovation has yielded hundreds of patents resulting in products that give golfers unmatched precision and control. We designed the new website to bring these technologies to the forefront.
Through scientific illustrations and videos from R&D experts and pros, users could learn about innovation like Adjustable Sole Plate Technology that lets golfers adjust the driver face to the position they like best, Flight Control Technology where players could adjust a metalwood’s loft, face angle, and spin rate, and Inverted Cone Technology that provides an expanded COR (Coefficient of Restitution) zone for a super high launch. This gave users the ability to find the technology they wanted then shop the products that had it, in addition to shopping products by category.
Trial is an incredibly important step before a golf purchase—serious golfers want to make sure the equipment feels right and improves their game—so we linked product detail pages to fitting and demo content. They could also aspire to receive an invite to The Kingdom, a facility that was once solely reserved for Tour pros, with access to all the latest TaylorMade equipment and the most skilled fitters in the game.
The fitting and demo section of the site allowed users to find locations for demo days, Select Fit events, or TaylorMade Performance Labs that combine motion capture technology with their exclusive 3D swing analysis system for professional clubfitting.
The best golfers in the world use TaylorMade to win on tour, so we designed the Tour section to reinforce TaylorMade’s #1 claim. Real-time, dynamically updated stats showed who was winning on the PGA Tour as well as the number of TaylorMade clubs in play at any given moment. On the tour player pages, golfers could also watch exclusive behind-the-scene and interview videos of their favorite pros like Sergio Garcia and Justin Rose.
The new TaylorMade Golf website, filled with content that golfers sought out, saw a 160% increase in organic search traffic.
There is no better time to dial in your equipment than while you’re playing, and even better if you can adjust your club to the conditions of the course. So we designed the first mobile site for golfers to customize the new R11 club on the fly while showcasing the technology and features of the product. Simply answer a few questions about your game and get instant instruction on how to adjust the club for peak performance, wherever you are.
Seeking for TaylorMade to stand out at retail stores, we designed golf’s first retail digital experience. The touch screens, which were updated wirelessly, introduced the latest products, explained each club’s technologies and features, and provided the latest tour news and offers. Because golfers aspire to be like their favorite pros, we also featured top pros and what they had in their golf bags, so fans could see and buy what their favorite player was using.
Our retail touchscreen kiosks allowed users to learn about key product features, receive custom product recommendations, and even see exactly what equipment their favorite tour pros like Dustin Johnson and Sergio Garcia play.
The touch screens were released in over 45 of the highest trafficked golf retailers nationwide including Golfsmith and Golf Galaxy. They not only drew attention amidst a sea of golf gear in the retail space, but also gave golfers useful information at the place and moment they needed it.