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Never Miss Your Shot Golf · Product design

No time for bad UX.
NMYSG.

A new product, a 30-second signup constraint, and roughly six weeks to prepare for a public launch.

My role
Lead Product Designer
Scope
Research, strategy, prioritization, UX, and delivery coordination
Users
Golfers, ambassadors, editors, and administrators
Launch
Six golf courses · Fixed delivery deadline
An NMYSG ambassador helps two golfers register on a golf course.
Designing for the realities of the course: a short interaction in the middle of a round.

01The problem

The launch was scheduled. The experience wasn’t ready.

Never Miss Your Shot Golf offered professionally edited videos that golfers could order on demand. The early web app had been tested with friends, but a public launch across six courses was already on the calendar.

Important workflows were missing. Golfers could not sign themselves up. Admins needed developer help to configure courses and offers. Editors lacked information needed to fulfill orders. The ambassador dashboard did not fit the pace of an actual round of golf.

A test day made the constraint clear: ambassadors had roughly 30 seconds to collect a golfer’s name, phone number, photo, and payment before interrupting play. We needed to design, build, and test the launch experience in about six weeks.

A 30-second signup time budget allocates 8 seconds to name and phone, 7 to a photo, 8 to payment, and 7 to confirmation.
The illustrated design time budget for registration, rather than a measured usability result.
The supplied blurred reference of the earlier ambassador dashboard.
Before: the early ambassador dashboard.
The supplied blurred reference of the redesigned ambassador dashboard.
After: the redesigned dashboard. These source references preserve the original blur.

02My approach

Protect the launch by making clear decisions.

Adapt the work already in motion.

The signup constraint emerged during development. I adapted existing components and interaction patterns to fit the field experience, keeping the team moving within the fixed timeline.

Prioritize by impact and effort.

I gathered feedback through in-person sessions and surveys with ambassadors, editors, and admins. An impact/effort matrix helped us prioritize launch viability, then the customer-facing experience, followed by internal tooling.

Defer what we could not validate.

We did not have enough evidence to define useful video customization, so I deferred it. I also set aside a course-directory app that the business was not yet ready to use. Those choices kept effort focused on getting customers through the full experience.

An impact/effort matrix with quadrants labeled Do first, Plan, Do later, and Avoid.
The prioritization framework used to discuss what belonged in the launch.

03The solution

A complete path, from signup to delivered video.

The launch experience connected the needs of four user groups. Golfers could register and purchase independently; ambassadors had a more focused field workflow; editors received the information needed to fulfill orders; and admins could configure courses and offers.

NMYSG’s mobile home screen with course information and purchase options alongside a golfer playing a shot.
Golfer self-signup and purchasing created a clear path without requiring an ambassador.
The NMYSG ambassador dashboard with orders, search, course filtering, and registration controls alongside the field team.
The ambassador dashboard brings the field team’s registration and order tasks together.

Designing beyond the first screen.

Registration was only the beginning. Coordinating the customer experience with editor and admin workflows helped the team carry a purchase through to a finished video, rather than leaving operational gaps behind a polished signup flow.

04The outcome

Ready for the course, and the work behind it.

The product launched on schedule across six golf courses, with the workflows golfers, ambassadors, editors, and admins needed from day one. Customers were able to register and purchase independently, and the team processed and delivered videos to real golfers.

The decisions to limit scope also mattered after launch. Deferring customization avoided additional pressure on an already stretched editing team. Setting aside the course directory prevented investment in a feature the business could not yet put to use.

Feedback from a course owner highlighted that customers could use the interface on their own, reinforcing the value of a clear self-service experience.

A camera mounted beside a golf course, ready to record golfers’ shots.
The live service in the field: capturing the moments the product helped golfers purchase.
Shipping on time matters. Shipping the right things matters more.

This project made prioritization an essential part of the design work. The goal was a complete, usable launch experience that respected the pace of play and the capacity of the team delivering it.

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