Bench Craft Company has been providing scorecards, tee signs, yardage books, & ball washers to golf courses since 1982 through sponsorship advertising. Their B2B marketing strategy connects small businesses and their communities through advertisement at their local golf courses.
Business owners pay to advertise on a product at a local golf course. The money their business spends on the advertisement covers the cost of the product for the golf course. The business gets to reach an exceptionally desirable demographic for a minimal cost, and the golf course receives products for free they would otherwise be spending thousands of dollars for.
Redefine the client’s requests into perceived goals.
Gather feedback from customers, sales and design departments.
Identify pain points, frustrations, and goals.
Create wireframes, initial mockup, and interaction testing.
Finalize mockups and build Webflow test site.
Audit Webflow site and export for launch.
Bench Craft Company approached us to improve customer experience on their website. We used this opportunity to implement marketing strategies and design solutions for customer focus issues, giving new life to both a critical sales tool and creating a positive first impression of the business.
Creative Director
Creative Director
Marketing Manager
Back-End Developer
UX/UI Design
Web Design
Competitor Research
Presentation Design
Template Design
Project Managment
Figma
Webflow
Adobe Illustrator
6 Months
For our user research, we communicated with the sales team about aspects of the site that hindered their ability to close sales calls and walk customers through the pitch. We were given access to the sales team's user feedback to review and identify specific pain points. Lastly, we talked with the art department about their day to day frustrations with customer artwork and how it affected their productivity.
We identified 4 user personas to focus on: Sales, Designers, Advertisers, and Courses Managers.
From analyzing our user personas, we concluded that all our user frustrations came down to wasted time. We identified 3 ways we can improve the quality of time spent on the website.
Page Loading
Access to Key Information
Mobile Experience
Our marketing and design research centered around how golf courses present themselves to their customers. The client wanted to emulate a classy, elegant style, common among golf course websites. The new design would appeal to advertisers who want to attract higher paying, business conscious clients that focus on quality rather than price tag.
Our main goal was to make it easier to access product information. The previous design had information separated into multiple pages per product. We consolidated each product’s information to a single page resulting in a reduction of time spent searching for critical product details. Because of this, early mock-ups were long and wordy. After working through this problem, these pages became efficient and easy to navigate.
To provide advertisers a better site experience, we moved all ad example imagery to one page. The old version made advertisers navigate from product A to example A, then product B to advertisement B and so on. We created downloadable pdf templates for each product and added an art guidelines page to help reduce advertisers from submitting artwork at incorrect sizes. Additionally, we developed an email template for the ad design team to use containing the most important information from the art guidelines page of the website.
Once our design system was approved, I worked on the test site. Our test sites are built in Webflow and are fully responsive at any scale. They can be edited and published at a moment's notice for clients to see their site exactly as it will appear on the web. This is where I will optimize photos to save on load time and add simple interactions to the site to make the experience more dynamic.
We were able to provide the client with a well organized website efficient for all users. Course representatives and potential advertisers now have a more natural path to view website content. We were able to make the website a powerful resource for sales and designers when working with advertisers.
