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Autonomous golf retailer

End-to-end e-commerce product development

An ambitious collaboration  to connect golfers with products and services they love and the fast, custom experience they deserve.

See it in action.


Game-changing golf marketplace.

Product architect for mobile-first,  community-driven platform.

An instrumental architect to the product build.


  • Product Designer
  • Lead UX Designer
  • Brand Strategist
  • Team Lead

Tools Used

  • Figma
  • Sketch
  • Overflow

The Team

  • Michelle Hansen
  • Arif Hakim


  • Product Planning - 4 months
  • UX Designs - 2 months
  • UI-to- Dev - 6 months

Key Contributions

  • Design Thinking
  • Concept Ideation
  • Prototyping
  • User Experience Design
  • Wireframe Design
  • Interaction Design
  • Creative Direction



Product discovery stage

Research the market, perform a product investigation, and come up with the first design ideas.



User personas and full product planning.



Sketches, User Flows, Wireframes


Bring to Life

Prototype design



Prototype testing and user testing

Product Roadmap

Expressed a user-centered product roadmap

Formulate constructed a high-level, strategic overview of the business initiatives used to group and prioritize product features. The user-centric themes and features rallied design, development, and marketing efforts around customer needs.

User Persona

Drafted a well-researched set of end-user personas

A set of three personas sharpened the product messaging toward useful, desirable, and valuable benefits to this target audience. 


Designed effective flows for the backbone of a strong UX

Designed high-level, interactive user flow wireframes that communicated the story—mapping the digital product improved the product team's ability to align the user experience design with the user goals.


Simplified Product E-Fit

Designing category-specific fitting filters that allow for multiple selections, with helpful everyday language helped make a complex process simple. Allowing sorting to be applied intuitively without interrupting the fit flow was critical to keeping the user in control.

Try Before You Buy Feature. Headless Platform.

In today's competitive retail market, customers look for features that deliver real value. This product hinges on its Try Before You Buy (TBYB) feature. The challenge was to distinctly signal a change in state from "buying" to "trying" within the product browsing experience. This was achieved, in part, by visually signaling the change of context through a switch-like slider and utilizing visual cues (movement, color, contextual copy) for clarity. Concurrently a seamless checkout experience is designed into the UI, including a quick-add-to-cart function to bring the functionality to life. The TBYB feature was made possible using Swell's headless commerce architecture. Swell supports the try before you buy capability within the cart, including a pre-authorization process on the back-end.

Returns Technology and Experience

A key objective was to give the business complete control over the end-customer’s return experience.A comprehensive returns interface was created to notify users of their return options, with user flows that include the convenience of printerless QR code labels, order-status updates, return location searches.Instead of using third-party vendors to handle the entire order return process, the UI and API integrations offered a cohesive experience for the customer and less risk for the business.

UI Elements
Design Thinking
Mobile Experiences

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