The situation
When the United States Golf Association (USGA) team looked to enhance some of the USGA’s most important digital properties, it brought in Deloitte for our blend of strategic approach, deep insights and technology capabilities.
The USGA hosts 15 championships annually, including five Open Championships and 10 Amateur Championships. Historically, fans had to find championship information across the USGA’s digital ecosystem, which included multiple apps.
Deloitte helped the USGA streamline the mobile experience into a single, unified championship app. This was also a chance for the USGA to strengthen its direct-to-consumer offering, enhance and personalize the fan experience, and increase awareness for the breadth of USGA championships.
The solve
Deloitte and USGA collaborated to drive the transformation of its digital ecosystem. First up, the championship app. Relying on our experience inside and outside of sports, a cross-functional team of Deloitte professionals swung into action guided by data and insights from across industries to help pinpoint the needs of the USGA and more importantly, its fans.
The development team focused on five core principles to ensure the USGA delivered a top-tier experience for golf fans.
- Engaging: Maximizing the ability to engage with and share content to better connect the golf community
- Personal: Creating enhanced user experiences through personalization
- Accessible: Designed for everyone
- Contextual: Providing the right information at the right time to strengthen audience engagement
- Scalable: Growing and adapting the experience based on research, data and technology to expand golf’s reach to help drive future impact
The build
Insights from our research helped inform the visual designs, information architecture, content management, engineering, and overall road map approaches. Deloitte professionals in UI/UX design, front- and back-end development, product management, strategy, and more worked to integrate with third-party providers for a seamless on-course and at-home experience.
Additionally, the streamlined, modular app is scalable for future innovations, supported by a cache memory strategy ensuring important features remain accessible. This enables next-generation technology to engage the future of golf fans.
The impact
The USGA App is an all-in-one destination for fans that delivers a seamless experience on course and at home for every USGA championship. Available features include live scoring, tee times, livestreaming, mobile ticketing, GPS wayfinding, in-depth statistics, and more.*
This elevated experience aims to boost awareness and engagement for all USGA championships. With scalable architecture, the app can adapt and evolve over time, maximizing impact.
*Not all features available for all USGA championships.
Major results
increase in installs year over year
year over year in-app video views increase
average session length, up over 60 seconds
in Sports Category on iOS App Store during the U.S. Open
