Hay Golf Academy

Hay Golf Academy is a new up and coming golf academy for junior golfers and adults. They needed branding and website to get started.

My Role

Led the redesign and development of the Hay Golf Academy website, evolving the brand a creating a seamless user experience journey for their students.

Customer Insights & Ideation

Working with Hay Golf’s owners, I curated a user experience concept with features that address customer behaviors and motivations.

Experience Strategy & Vision

I strategically created frameworks and prototypes to share the vision and design principles. This helped to evangelise the process, gain alignment and drive decision-making.

Planning & Scope Definition

After getting a clear idea about the product, I focused on Hay Golf’s students and business goals to prioritize a plan for features for launch and beyond.

Oversight & Coordination

Through planning meetings with Hay golf’s owners, we brought their brand vision to life while keeping student motivation in mind.

Design Execution & Validation

Currently the design was done in 3 phases with different outcomes. I began designing in the mobile view and then constructed journeys, wireframes, prototypes and design specs.


I consistently presented concepts to ensure alignment from the owners through the project lifecycle.

Business Cards

The Challenge

Be Knowledgeable, Practice Effectively, Play your Best!

The Hay Golf Academy needed to gain students, generate interest in the competitive market of golf instruction. The academy wanted to gain students and share their articles on golf and fitness.


The three main KPI for this project was to reduce their bounce rate from 90%, increase conversion by getting students, and having people subscribe to their newsletters.

The focus

The target we worked on was increasing inbound traffic and getting students to sign up.

Customer flow

Detailed Design

Say “Hey!” to Hay Golf!

The images below shows the final design developed for Hay Golf.

Current Website—Visit Gary Hay Golf

The Framework


Through a lateral approach to define the overall structure of the experience, I sketched and storyboarded ideas about the arrangement of user interface. Starting broad helped our vision to evolve into something tangible.

Website IA

Phase 1


For the first phase of the project we quickly launched a simple HTML site. The main outcome of this site was to get something up, allow people to get some information and to collect emails.

Website iteration one (HTML)

Phase 2


Following the a static HTML site, we evolved the site to work on wordpress so they could publish articles. This site lived shortly, and replaced by the most recent design that now currently runs on the Ghost blogging platform, focusing on SEO.

Website iteration two (Wordpress)

More Projects