Albatross
Case Study
About
Albatross is the place where successful professional golfers gain value through a community of motivated and dedicated athletes, coaches, trainers, and more. Learn more about Albatross and join the community.
It is a place where golfers have the opportunity to interact and create connections with others interested in succeeding.
Role
UX Researcher / Designer
Background
Albatross is born as the thesis for my master program. There is a personal connection with this project as I am a former collegiate and professional golfer that struggled to achieve their goals. Throughout my golf career, I acquired many connections in the industry which helped me find valuable resources for the purpose of this study.
Problem Statement
How might we use Design Thinking to facilitate the process of golfers, whose skill ranks on a professional level, to accomplish their goals?
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Purpose of study
The focus of this project is to use Design Thinking methodologies to facilitate the process of golfers whose rank is on a professional level in order to achieve their goals for success.
The Process
The Process
1
Discovery
Dived into magazines, books, scholar documents in different topics like; sports physiology, meaning of success, successful golfer biographies etc.
The Process
4
Design
Solving a complex problem though design thinking methodologies, I created a framework and a business model that supports the design of the platform.
The Process
2
Dicovery
Through ethnographic methodologies like interviews, surveys and observational process I got to experience the life of successful professional golfers to gather insights.
The Process
5
Next steps
Next steps to execute the product and make it into a reality.
The Process
3
Define
Some of the synthesis was done with the help of actual users whom would like to pursue a career as a professional golfer.
Discover
Secondary Research
From sports physiologist white papers to PGA Tour statistics, and successful pro golfer biographies I got to learn and gathered insights on key success factors in the pro golfers career.
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(Aldridge & Rabiul, 2012)
PROFESSIONAL PLAYER LOSSES MIGHT BE ATTRIBUTED TO INTERNAL BUT TEMPORARY FACTORS, THOSE THAT ARE OUT OF ONE’S CONTROL
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official media guide, 2016
THERE ARE 1 IN 326,000 OR JUST ABOUT .0003 PERCENT. BOTTOM LINE, “THESE GUYS ARE GOOD”.
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(pgatourmedia, 2013)
OUT OF THE 80 MILLION ESTIMATED GOLFERS PLAYING WORLDWIDE, ONLY 2000 WILL OBTAIN THE RIGHT TO PLAY COMPETITIVELY IN THE MAJOR TOURS.
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Rory Mcllroy (official world golf ranking, 2018)
THIS HAS BEEN A LEARNING CURVE, IF WE WEREN’ T LEARNING AND WE WEREN’ T MAKING MISTAKES THEN THERE WOULD BE SOMETHING WRONG.
Observation
Visited two professional golf tournaments from the PGA and Web.com tour, being able to interact with some of the best players in the world.
With the aim of learning from the behavior of those golfers who are in the maximum competitive tours.
Web.com Tour Savannah Golf Championship
2018, The Landings Club Savannah, GA
PGA Tour RBC Heritage
2018 Harbour Town Links Hilton Head, SC
Case Studies
Studied and analyzed the success stories of some of the bigger names on the history of golf. Visualized through the series documentary “Chronicles of a Champion Golfer”. Focused on their processes on becoming not just a professional golfer but being on the history books.
Expert Interviews
Through interviews, surveys, and being immersed in the golfing world, questions were made to find key factors on the process of a golfer whose skills rank on a professional level achieving their goals.
Q.
In your experience, what are key success factors that influence the process to achieve goals as a professional golfer?
A.
PATIENCE, HAVING THE CORRECT GUIDANCE. FINANCIAL SUPPORT. DISCIPLINE.
Age: 23-30
Pro golfer
Web.com tour
Q.
What are the external factors that influence the process of a professional golfers' career?
A.
FAMILY, SUPPORT NETWORK, OTHER PLAYERS SUCCESS, MONEY
Age: 30-50
Collegiate golf coach
Q.
What are the internal factors that influence the process of a professional golfer’s career?
A.
EMOTIONAL INTELLIGENCE.
Age: 23-30
Pro golfer
PGA Latinamerica & Banorte tour
Q.
What are the internal factors that influence the process of a professional golfer’s career?
A.
95% OF THE PLAYERS WERE BORN LIKE THAT, THE REST HAS TO PRACTICE TWICE AS MUCH TO ACCOMPLISH THEIR GOALS
Age: 30-50
Pro golfer agent
PGA Tour
Define
400+ Data points
After all the data points gathered from many different sources were placed into sticky notes. An affinitization process of clustering data into groups was done. The data points when clustered were making insights in the voice of the user. After 3 rounds of affinitization the 400+ data points were clustered in 10 final insights.
Final Insights
The following 10 insights help me to ideate and design a solution.
Albatross is a community platform that brings together all the participants that create value for the golfer whose skills rank at a professional level and IS seeking success. This platform would enhance the process of golfer’s career path. It is a place where golfers have the opportunity to interact and create connections with others interested in succeeding.
Framework solution
Bussines model canvas
noun al·ba·tross
plural albatross or albatrosses
The albatross is an exceedingly large seabird, having a wingspan as much as 11 feet across. It is a magnificent glider, capable of staying aloft for hours at a time without flapping its wings, and tends to remain almost entirely at sea, typically coming ashore only to breed.