As part of a partnership with Golf Australia, design agency AKQA has launched a new digital experience for golf enthusiasts to better connect to the sport and its community.
This launch marks the complete redesign of the consumer interface of the Golf Australia website, golf.org.au, just six months after the commencement of the partnership, with plans still in place to transform the entire digital structure of Golf Australia.
AKQA managing partner, Asia Pacific, Brian Vella, said the website redesign will make it easy for existing users and prospective golfers in Australia to understand the wider golfing communities.
“As a passionate golfer myself, partnering with Golf Australia has been incredibly rewarding,” Mr Vella said.
“Together, we’ve been able to look forward and plan the future of golf in the digital age.
“The web is such a powerful vehicle so it’s critical we offer a seamless experience to not only serve current players but inspire new ones.
“We thank the executive team led by Stephen Pitt and John Sutherland and the Golf Australia board for supporting the vision,” he said.
Golf Australia general manager, marketing and communications, John Sutherland, said Golf Australia recognised the need to design and build its assets in a way that moves the organisation to a future-focused, digital mindset, which led to this partnership with AKQA.
“We were very thorough in our search for a new digital partner and we spoke to a lot of agencies,” Mr Sutherland said.
“We wanted to provide our customers with a modern user experience in the short-term, but we also wanted to find a partner and build foundations for growth into the future.
“We know we have found that with AKQA.
“It was important for Golf Australia to have people engaging with our site for longer.
“Bounce rates have typically been high following visits to our handicap look-up page.
“We know people love checking their handicaps online, and the new site better supports engagement with other content and offers, such as our junior programs.
“We hope golfers around Australia find the new site easier to navigate as a whole, easier to view on their mobile devices and that it showcases all the things we are doing at Golf Australia to improve the health of their game,” he said.
The future for the digital transformation for Golf Australia reportedly still includes marketing automation capability, digital asset management tools to be added and the constant evolution of user personalisation across all digital platforms.