Clippd
Helping golfers identify, understand and improve their golf game using generative AI
My Role Head of Product Design
Overview
I have been leading the design and development of a proof-of-concept generative AI app for avid golfers. This app leverages Clippd's advanced ML models to provide a completely personalized experience, helping golfers identify, understand, and improve their game through a holistic approach that includes mental, physical, and lifestyle aspects.
Problem Identification
Golfers often struggle to identify specific areas for improvement and how to address them effectively. Existing golf training apps lack the ability to provide personalized, comprehensive training programs that consider the unique data and needs of each player. There was a clear opportunity to create an app that could offer a tailored improvement program, leveraging the vast data and advanced analytics of Clippd's ML models.
Market Research
Interviews and User Insights
To ensure the Clippd app met the needs of its target audience, we conducted extensive market research, including:
In-Depth Interviews Conducted one-on-one interviews with avid golfers, coaches, and sports psychologists to gather detailed insights into their needs, challenges, and preferences.
Focus Groups Organized focus groups to discuss common pain points and desired features in a golf training app, ensuring diverse perspectives were considered.
Surveys Distributed surveys to a larger pool of golfers to validate the findings from interviews and focus groups.
To organize the content and get insights from the transcripts I created a GPT that learned from the transcripts and actioned them against persona variables.
Collaboration with Research Agency
We collaborated with a specialized golf market research agency to gain a deeper understanding of the US product-market fit. Their expertise provided:
Market Analysis Detailed analysis of current market trends, competitor offerings, and gaps in existing solutions.
Product-Market Fit Validation of the app's concept and features through extensive testing and feedback from a broad audience of golfers.
User Personas Development of detailed user personas to guide the design and functionality of the app, ensuring it met the specific needs of different types of golfers.
Persona 1 - Young Professional Golfer
Demographics
Age: 25
Gender: Male
Location: New York, USA
Occupation: Marketing Executive
Golf-Related Behaviors
Skill Level: Intermediate
Frequency of Play: Weekly
Preferred Courses: Public and private
Participation: Casual play and occasional tournaments
Equipment: Uses brands like Titleist and Callaway
Technology Usage
Current Apps: Hole19, Garmin Golf
Preferred Device: iPhone
Comfort with Tech: High, uses app-based tracking and data analysis
Use of Wearables: Yes, GPS watch and range finder
Psychographics
Motivations: Competitive, social, enjoyment
Goals: Improve skills, socialize with friends
Lifestyle: Active, enjoys outdoor activities
Values: Health-conscious, technology-driven
Pain Points and Needs
Challenges: Inconsistent performance, finding time to play
Desired Features: Personalized coaching, advanced performance metrics
Learning Preferences: In-app coaching, video tutorials
Data-Driven Interactions
Engagement: Regularly checks performance metrics
Interest in Historical Data: High, uses it to track progress
Use of Data: Adjusts techniques based on data
Tech-Enabled Personalization
Preferences: Customized training programs, gear suggestions
Comfort with Data Sharing: High
Interest in Predictive Insights: High
Media Behaviors
Preferred Media: YouTube, golf blogs, podcasts
Platforms: YouTube, Instagram, specialized golf apps
Social Media Interaction: Active, shares scores and watches tutorials
Persona 2 - Casual Golfer
Demographics
Age: 40
Gender: Female
Location: Atlanta, USA
Occupation: HR Manager
Golf-Related Behaviors
Skill Level: Beginner
Frequency of Play: Monthly
Preferred Courses: Public courses
Participation: Casual play
Equipment: Uses beginner-friendly brands like Wilson
Technology Usage
Current Apps: SwingU, Fit For Golf, Apple Fitness
Preferred Device: iPhone
Comfort with Tech: Good, uses fitness apps to track progress
Use of Wearables: Yes Apple Watch
Psychographics
Motivations: Relaxation, fitness, social
Goals: Enjoy outdoors, improve basic skills
Lifestyle: Balanced, enjoys meditation and yoga
Values: Eco-friendly, health-conscious
Pain Points and Needs
Challenges: Understanding golf rules and techniques
Desired Features: Simple tutorials, easy-to-use interface
Learning Preferences: Coaching, drills, instructional videos
Data-Driven Interactions
Engagement: Regularly checks metrics
Interest in Historical Data: Low
Use of Data: Good, tracks fitness goals
Tech-Enabled Personalization
Preferences: Basic tips and reminders
Comfort with Data Sharing: Moderate
Interest in Predictive Insights: Low
Media Behaviors
Preferred Media: Blogs, social media
Platforms: Facebook, Instagram
Social Media Interaction: Occasionally shares golf experiences
Persona 3 - Senior Enthusiast
Demographics
Age: 65
Gender: Male
Location: Phoenix, USA
Occupation: Retired Engineer
Golf-Related Behaviors
Skill Level: Advanced
Frequency of Play: Daily
Preferred Courses: Private clubs
Participation: Casual and competitive play
Equipment: Uses premium brands like Ping, TaylorMade
Technology Usage
Current Apps: Hole19, Golfshot
Preferred Device: iPad
Comfort with Tech: High, enjoys detailed data analysis
Use of Wearables: Yes, GPS watch, smart clubs
Psychographics
Motivations: Competitive, enjoyment, social
Goals: Maintain skills, compete in senior tournaments
Lifestyle: Active, traveler
Values: Technology-driven, community-oriented
Pain Points and Needs
Challenges: Physical limitations, keeping up with new technology
Desired Features: Health and fitness integration, easy-to-read interface
Learning Preferences: Direct coaching, in-app tips
Data-Driven Interactions
Engagement: Frequently checks and analyzes metrics
Interest in Historical Data: High
Use of Data: Adjusts tactics and techniques
Tech-Enabled Personalization
Preferences: Health-focused content, personalized training
Comfort with Data Sharing: High
Interest in Predictive Insights: Moderate
Media Behaviors
Preferred Media: Golf magazines, YouTube
Platforms: YouTube, specialized golf apps
Social Media Interaction: Occasionally interacts with golf communities
Persona 4 - Fitness-Focused Golfer
Demographics
Age: 35
Gender: Female
Location: Los Angeles, USA
Occupation: Personal Trainer
Golf-Related Behaviors
Skill Level: Intermediate
Frequency of Play: Weekly
Preferred Courses: Public and driving ranges
Participation: Casual play, fitness-focused practice
Equipment: Uses brands like Cobra, Under Armour
Technology Usage
Current Apps: MyGolfSpy, GolfLogix
Preferred Device: iPhone
Comfort with Tech: High, integrates fitness apps with golf apps
Use of Wearables: Yes, fitness trackers, GPS watch
Psychographics
Motivations: Fitness, relaxation, enjoyment
Goals: Improve fitness through golf, enjoy outdoors
Lifestyle: Very active, health-conscious
Values: Health, technology, eco-friendly
Pain Points and Needs
Challenges: Balancing fitness and golf techniques
Desired Features: Fitness integration, performance tracking
Learning Preferences: Fitness videos, personalized training plans
Data-Driven Interactions
Engagement: Regularly checks fitness and golf metrics
Interest in Historical Data: High
Use of Data: Integrates data to improve both fitness and golf
Tech-Enabled Personalization
Preferences: Fitness-focused content, personalized workout plans
Comfort with Data Sharing: High
Interest in Predictive Insights: High
Media Behaviors
Preferred Media: Fitness blogs, YouTube
Platforms: Instagram, fitness apps
Social Media Interaction: Active, shares fitness and golf progress
Solution Development
Key Features
Personalized Experience Uses Clippd's ML model to define each player's shot quality and play quality, providing insights based on tracked shots from all players on all courses.
Holistic Improvement Program Supports not only technical aspects of golf but also mental health, physical wellbeing, nutrition, sleep, and strength training.
Generative AI Provides personalized practice drills, recommendations and improvement plans based on each golfer's unique data and performance metrics.
Comprehensive Data Integration Tracks and analyzes all aspects of a golfer's game, offering detailed insights and actionable feedback.
Wireframes
Collaboration
I collaborated closely with the data science team to develop this proof-of-concept. Our goal was to integrate Clippd's extensive data and advanced analytics capabilities into a simple user-friendly app that can revolutionize the golfing app market.
Implementation
User-Centered Design Focused on creating an intuitive, easy-to-navigate interface that ensures golfers can access personalized insights and recommendations effortlessly.
Data-Driven Insights Leveraged Clippd's ML model to provide accurate and relevant feedback, helping golfers understand their strengths and areas for improvement.
Holistic Approach Incorporated features that address the mental and physical aspects of training, ensuring a well-rounded improvement program tailored to each golfer's needs.
Outcome
Transformative Potential The proof-of-concept has shown promising results in offering a highly personalized and effective training model.
Market Differentiation Positioned to transform the golfing app market by offering a unique, data-driven, and holistic training experience.
Conclusion
As Head of Product Design, I have led the creation of the consumer Clippd app, a groundbreaking proof-of-concept that utilizes generative AI to provide golfers with personalized, comprehensive training programs. By focusing on the unique data and needs of each player, the app aims to offer an effective and transformative training experience that addresses all aspects of a golfer's game and wellbeing.