Callaway Golf - Website Redesign - User Interface / User Experience Design

A seamless shopping experience for Golfers.

As part of Callaway Golf's initiative to bridge the gap between its traditional audience and the growing interest among younger generations, I led the redesign of their website. Callaway, a global leader in golf equipment and innovation, has traditionally catered to older players, who make up the majority of their customer base. However, with the increasing popularity of golf among younger audiences, driven by strategic influencer partnerships over the past four years, the company identified an opportunity to create a more inclusive digital experience. My challenge was to design a user interface that seamlessly caters to both established and emerging golf enthusiasts, ensuring a smooth purchasing journey and an engaging user experience for all age groups.

Customer Demographics

Handicap                  

Rounds Played per Year

Age

Average Yearly Spend

Gender                         

Years Played

Understanding Callaway’s Customer Demographics and Opportunities

In collaboration with Callaway’s research team, we conducted an in-depth analysis of customer data to better understand the brand’s core audience and identify growth opportunities. The findings revealed that a significant portion of Callaway’s current customer base consists of players aged 60 and above. These individuals are not only seasoned golfers but also exhibit a high degree of brand loyalty, having relied on Callaway products throughout much of their golfing journey.

While this loyalty is a testament to Callaway’s enduring quality and trustworthiness, the data highlighted a noticeable gap in engagement among younger age groups, particularly those between 30 and 50 years old. This demographic represents a key growth opportunity: younger players who are just beginning or advancing in their golf journey are likely to remain active for decades, presenting a long-term opportunity to cultivate brand loyalty and expand Callaway’s customer base.

Pain Points 

Derived from User Research and Stakeholder Interviews    

1

Callaway is missing opportunities for growth and revenue by focusing on a limited target demographic.

2

Younger golfers struggle to connect with the Callaway brand, perceiving it as outdated and out of touch with modern trends.

3

While Callaway's current website performs well in conversions, it lacks strong branding, making it challenging to build lasting brand associations with potential customers.

4

Callaway faces challenges in boosting brand recognition without risking the success of its existing online sales model.

Design System

A Faster Way to Shop

A key improvement in the proposed redesign was the introduction of a category module on every product page. This feature gives customers the flexibility to shop their way—whether they’re casually browsing new arrivals or searching for a specific item. By placing this module directly on product pages, users can seamlessly navigate to their desired category without relying on the main menu or going through multiple steps. This enhancement streamlines the shopping experience, making it more intuitive and efficient.

Golf for Everyone

Through research and analysis of Callaway’s customer experience and sales performance, I identified a key opportunity to improve usability and engagement. The existing site felt overly saturated with content, which often led to confusion—especially for newer golfers or less tech-savvy users. While experienced players could navigate it with ease, the average customer faced friction. To address this, I proposed the addition of a skill level module, allowing users to browse products tailored to their experience level. This feature supports customers at any stage of their shopping journey, making the process more approachable, personalized, and ultimately more effective.

Shop with Confidence

When shopping for golf equipment, customers want confidence that they’re selecting the best option for their game and budget. The previous cart page featured a comparison module, but its cluttered design made it difficult to use effectively. I took on the challenge of refining and streamlining this feature within the redesigned cart page, ensuring a more organized and user-friendly experience. Now, customers can easily compare their selected club against the full lineup, helping them make an informed decision right before checkout.

Seamless Checkout

In today’s fast-paced world, speed and convenience are not just appreciated—they’re expected, especially when shopping online. Callaway’s current checkout process involved multiple steps that slowed down the experience, often making it feel tedious and frustrating for users. As a brand, our goal is to deliver a seamless and consistent experience at every touchpoint. With that in mind, I set out to refine the checkout page—streamlining the flow and ensuring that key elements like upsells and payment options are easily accessible, intuitive, and aligned with the overall brand experience.

This project is being developed in multiple phases and is currently in progress. I’ll be sharing updates as they roll out.

Get in Touch.

San Diego + San Francisco 
lembrands@gmail.com
619-608-6698

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