The Challenge
Troon Golf, the world’s largest golf management company, managing over 500 golf courses globally, faced the challenge of modernizing its digital presence. The company’s legacy website and mobile app were outdated, with disparate systems leading to poor integration, suboptimal user experiences, and high bounce rates.
Troon needed a comprehensive overhaul to streamline its services, including booking tee times, promoting events, integrating loyalty programs, and managing a consolidated database of its properties—all while providing a cohesive and intuitive user experience across both their website and mobile app.
The Solution
As the Digital Creative Director, Vic Beazzo led the transformation of Troon’s digital platforms, focusing on seamless integration, enhanced user experience, and a modern, adaptable design.
Vic spearheaded the development of a mobile-first, accessible website that served as the central hub for Troon’s services. The site integrated various technical systems and featured customizable landing pages for each Troon property, all unified under a cohesive brand presence. A key focus was streamlining the booking experience, consolidating multiple systems into a single, intuitive UX that significantly reduced bounce rates and increased conversions. The Troon Store was also redesigned for a more seamless e-commerce experience.
The mobile app, designed by Vic directly as well as under his direction, emphasized modern UI best practices and deep system integration. It provided users with a unified platform for booking tee times, managing memberships, and accessing loyalty programs, ensuring a consistent and satisfying user experience across both mobile and web.
The Process
Creative Workshops
Vic ran workshops with Troon’s leadership and the account managers to gather insights and align the project the objectives, focusing on business, technical, and user needs.
Content Strategy and Information Architecture
The team conducted a thorough audit of all existing website content, identifying areas for improvement and removing outdated material. Vic led card sorting exercises with sample site users as well as Troon team members. These exercises played a crucial role in developing the final information architecture, ensuring that the website’s content was logically organized and easy to navigate.
Collaborative Agile Development:
Beginning with sketches and rough digital wireframes and then moving quickly into high-fidelity interactive prototypes, Vic led the design and development teams through iterative agile sprints to prototype, test, refine, and then develop the new website and mobile app, ensuring that the final products were both functional and visually engaging.
Website Design
The result was a mobile-first, accessible website that not only served as the central hub for Troon’s services but also integrated a complex array of technical systems.
A significant part of the website overhaul was the improvement of the booking user experience. This involved consolidation of multiple disparate systems into a single, cohesive UX for booking tee times, events, and vacation packages. This new, streamlined process reduced bounce rates and significantly increased conversion rates. The Troon Store, an e-commerce component, was also redesigned to offer a more intuitive and integrated shopping experience.
The website’ consolidated a newly reconstructed database of Troon properties, allowing for centralized control. Each property was given its own customizable landing page, designed from a versatile modular template that could be adapted to include custom layout, content, and even brand colors—ensuring a unique yet cohesive presence within the larger Troon.com ecosystem.
Mobile App
The new mobile app, designed under Vic’s direction, was built with a focus on modern UI best practices and deep integration with Troon’s various systems. The app provided users with an intuitive platform for booking tee times, managing memberships, and accessing loyalty programs. Vic worked directly with Troon's in-house development team to design and handoff the application for development using a "paid scoping" model.
By consolidating the booking systems into a unified experience, the app not only improved user satisfaction but also drove higher conversion rates. The app’s design was tailored to ensure a seamless transition between mobile and web, maintaining consistency in branding and user experience across all touchpoints.
I’ve had the pleasure of working with Victor on several projects and have been impressed by his range and energy. He consistently delivers well above expectations – in his strategic thinking, as well as in his delivery of spot-on creative.
Kitt Hancock
President & Senior Partner DaynerHall Marketing & Advertising
Victor is an excellent creative leader. His has an impressive ability to translate clients' vision and goals into compelling creative. Equally important, Victor has a full understanding of web design and development and how to deliver value. Victor is effective at collaborating across functions and leading teams. He uses these skills to get good work done on time and in a cost effective manner. If I had a good-fit opportunity, I would welcome him as a member of my team.
Jay Gast
President, Perrill Agency
Victor is a skilled, creative leader with an ability to understand branding and business goals and then translate that understanding to compelling visuals, smooth customer experiences, and marketing pieces in a variety of media. Along with that, he's uniquely qualified to lead large groups of creatives -- writers, developers, designers to develop tailored solutions that just work.
Chris Day
Vice President, Fulfillment, Newfold
Victor is an amazing Creative Director. To see his vision for a marketing campaign or a brand come to life is exciting. In addition to the skill of capturing a brand's personality, Victor is an organized and positive leader who effectively manages designers and developers to maximize the team's creative output.
Chief Marketing Officer, First Federal Bank
As a person who hires creative teams, you hope for things like Victor exemplified in the years I have known him. Hard working? Check. Takes ownership? Check. Inspires his team, pushes them and himself to new degrees, and fights for a respectful and productive working environment for his team? Check, check, and check. I was very privileged to have the opportunity to work with such an artistic powerhouse.
Director of Digital Products, AAA
Impact
The reimagined website and mobile app, under Vic’s creative direction, successfully revitalized Troon’s digital presence, providing modern, user-friendly platforms that significantly improved customer engagement and conversions. Key outcomes included:
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Significant Revenue Generation: The new booking systems, integrated seamlessly into both the website and app, generated over $150,000 in revenue through online tee-time reservations, with additional conversions driven by the intuitive user experience.
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Increased Engagement: The website and app saw a notable increase in user engagement, with enhanced booking processes and customizable property pages contributing to a more personalized user experience.
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Client Endorsement: Kris Strauss, SVP of Sales & Marketing at Troon, praised the team’s efforts, stating, "…already a strategic marketing partner, we knew their strength in scale and ability to deliver and selected them as our design partner…I extend my praise and thanks to the team and endorse their services for others…"
