Swingers Crazy Golf: Transforming UX for Global Growth

Swingers Crazy Golf were targeting more sales and global growth but faced challenges scaling operations due to issues with their website’s design. My customer research identified problems in key journeys, an unclear site structure, and inconsistency in the overall experience. In addition, the website’s lack of emphasis on search engine optimization and its complexity in content maintenance presented challenges for the marketing team. In my role as the UX lead, I undertook the task of re-envisioning the website to better align with Swingers’ business model and customer needs.

Clarity of purpose

To kickstart the redesign, I collaborated with stakeholders to define a clear vision and strategy, ensuring unified direction and priorities. Key questions were addressed through various research activities, yielding valuable insights documented in customer personas, journey maps, and a comprehensive vision document.

Streamlining journeys

With a clear vision and brief in place, my first action was tackling structural issues. I streamlined and simplified customer journeys by addressing pain points and reducing friction. The existing business-centric site structure shifted to a customer-centric approach, prioritising search engine friendliness and ease of maintenance for the marketing team. I collaborated with my client’s SEO agency to develop a web domain strategy ready for the business’ expansion, enabling the addition of global city sites under a single domain with a consistent web address format.

Iterative, responsive design

Leading the design team, I guided the creation of wireframes and design concepts, prioritising improved usability while maintaining the unique brand personality. With the insight that more than half of website visitors used mobile devices, we embraced a mobile-first approach, ensuring a positive, responsive user experience. We created a high-fidelity prototype, to validate the design with real customers, instilling confidence in our chosen path and providing clear specifications for the Agile development team.

Results

The redesigned website not only boosted sales in the UK but also facilitated the launch of new venues in New York and Washington DC, with Las Vegas planned for 2024. It significantly improved how Swingers Crazy Golf attracts, engages, and serves customers, with a unique visual style that sets them apart in the market