Client
GolfPass, GolfNow
Role
Lead Designer
Year
2023
Business Objective
Our team faced the challenge of creating a GolfPass Points loyalty program from scratch for GolfNow. The goal was to make the program intuitive, valuable, and seamlessly integrated into the user experience. We identified 3 key areas of focus:
Visibility
We needed to clearly communicate how many points users could earn and redeem during checkout.
Incentive
We had to find a way to encourage users to upgrade to GolfPass+ so they could fully take advantage of their GolfPass points.
Upsell
We needed to identify upsell opportunities throughout the flow to drive GolfPass+ memberships.
Opportunity
How can we design a GolfPass Points loyalty program that is easy to understand, motivates users to engage with it, and drives GolfPass+ membership upgrades?
Goals
We converted our key problems into opportunities to consider while reworking our new color palette.
Tracking
Ensure users can easily track and redeem their points during checkout.
Upgrade
Design a seamless and appealing path for users to upgrade to GolfPass+ and leverage their points for additional benefits.
Upsell
Identify upsell opportunities in the flow to boost GolfPass+ conversions and increase program engagement.
Design Iterations
Starting from scratch, we iterated on several design concepts to make the GolfPass Points program both effective and user-friendly. Our team explored different placements and designs for showing point totals and redemption options during checkout. We also tested ways to promote GolfPass+ through different points of the user journey. Ultimately, we settled on adding a pre-checkout interstitial and updating the sidecart to highlight the benefits of GolfPass+ and the ability to save money by redeeming points.
Final Designs
The designs for the GolfPass Points program have been pushed live. We focused on making the program clear and enticing from the start of the checkout process all the way to the final purchase. The sidecart and interstitial updates were specifically created to capture user attention, highlight the key benefits of GolfPass+, and provide a clear call to action for users to use their points.
2024 GolfPass Points Data
The initial rollout of GolfPass Points drove significant user engagement, with 21K users converting to paid GolfPass+ memberships in 2024. This contributed to GolfNow’s impressive $400M revenue for the year.
13.6K
Points Members earn annually (2024)
3.3K
Points Non-Members earn annually (2024)
50K
Membership Conversions from Checkout SideCart
20K
Membership Conversions from Pre-Checkout Interstitial
These results demonstrate the success of our approach, and we will continue to refine the experience in 2025 based on ongoing feedback, testing and accessibility concerns.