Team
Client Stakeholder
Duration
Tools
Overview
TracerGolf is a Canadian company offering 24/7 fully automated indoor golf ranges and simulator facilities. Founded in 2019 by Toro and Tosan Lee, the concept was inspired by a DIY golf simulator built for their father’s 80th birthday. The business model eliminates the need for staff or memberships. Users book online, enter via smart key, and practice using high-end simulators.
As TracerGolf prepared to launch a new mobile booking app, our goal was to redesign the existing website to improve clarity, reduce user friction, and support user adoption of the new platform.
Challenge
Disorganized Content and Navigation Frustrate Users
The existing website had significant usability issues. Poor navigation and circular link patterns made it hard to move through the site. Instructional content was redundant and scattered across multiple formats: written steps, GIFs, and videos, overwhelming users. The site loaded slowly, had too many page requests, and didn't clearly guide users to the new app. These issues contributed to a 16% support call volume related to simulator usage.
Solution
A More Simplified Booking Experience
We redesigned the website to introduce intuitive, user-centered navigation and removed redundant content. We improved the content hierarchy, added visual clarity, and created a smoother bridge to the upcoming app experience. Tutorials were strategically promoted, and visual design was aligned with the new app.
Before
Homepage
After
Homepage
Before
Book Now
After
Book Now
Before
Book a Teacher
After
Book a Teacher
Research
Stakeholder Kickoff
During our meeting, Toro provided valuable context regarding the upcoming launch of the new mobile booking app and how the website needs to evolve to support it, primarily by focusing on new user acquisition. We also received important data on both their existing and target users, which will be instrumental in our design decisions. The established brand color palette was shared, ensuring visual consistency throughout the redesign.
16% of all support calls stemmed from simulator confusion — despite having tutorials available. We hypothesized the cause was content overload and inconsistent delivery.
Heuristic Evaluation & Interviews
Uncovering Usability Issues
We interviewed 8 users, ranging from beginners to seasoned golfers, and conducted heuristic evaluations to observe how users navigated the site.
Users were confused on where to start, and some thought the learning process was too long if they only wanted to play and have fun. Instructions once they reach the facility in person was unclear and would reach out to support for additional help and not through the website. See the full affinity map here.
Here’s what was mentioned most frequently:
Users struggled to find specific information and understand how the website was organized
Repeated videos, GIFs, and written instructions created a sense of overload
Users noted inconsistent styling hurt professionalism and made elements feel unpredictable
Ideate
Prioritizing for Clarity and Impact
We focused on flattening the site structure to reduce circular navigation. The homepage was revised to clearly explain what TracerGolf is and how it works. Toro wanted lessons with Tracer Teachers to be more prominent, so we built that into our hierarchy. Lastly, we enforced brand consistency to create a polished and professional impression.
Sitemap
We conducted a sitemap audit and collaborated with Toro to define a new site structure that offered better flow and clarity.
Design
Mid-Fidelity
With only two weeks left post-research, we moved quickly into wireframing. Since the app had clearer design patterns, we aligned the website to it visually and structurally to ensure a cohesive experience. We treated the website as an entry point for both first-time users seeking education and returning users transitioning to the mobile app.
Hi-Fidelity
After checking in with Toro, we updated the visual design by lightening the color palette and redesigning the navigation bar for better scannability. We introduced a new "Technology" page that explains simulators in simple terms and integrated the app’s color system to visually represent bay types, enhancing consistency between platforms.
Testing
We conducted the usability test with 7 users aimed to evaluate the redesigned website features, highlighted pain points in the cross-platform interaction (website to upcoming app), and gathered data across four key tasks:
Booking a Tee Time
Learning about the Technology
Redeeming a Gift Card
Booking a Teacher
Results
Cross-Platform Interactions
The primary cross-platform pain point identified was the forced transition to the app during the booking process. This interrupted the user flow on the website and created friction for those who preferred to complete the booking online.
What Worked
Participants appreciated the dedicated Technology page, which helped them better understand the simulator setup
The homepage clearly explained what TracerGolf is and how it works
The visual alignment with the app made the handoff feel smoother and more trustworthy
What Confused Users
App download prompt during booking interrupted the experience and created friction
Some language on the Technology page remained too technical for beginners
Gift card redemption flow was difficult to locate and unclear
Booking a teacher felt disconnected from the main booking experience
Iterations
Validating Design with User Feedback
Before our final stakeholder check-in, we used usability testing to validate our design decisions, particularly around content reduction and instruction placement. Toro had initially been firm on keeping all instructions visible, fearing that removing them would lead to even more support calls. After testing, we demonstrated how a simplified approach actually reduced confusion and improved navigation, while still giving users the help they needed.
We streamlined the Tracer Teacher booking into the main booking flow and clarified the steps for redeeming a gift card with a more prominent CTA. These changes were validated by users and shared with Toro, who appreciated the insights, especially around the app transition pain point. Although the booking integration couldn’t be updated immediately due to system constraints, it set a strong direction for future improvements.
Iteration 01:
Booking a Teacher
Iteration 02:
Buying or Redeeming a Gift Card
Final Thoughts
Reflection
This project deepened my confidence in using research to support design decisions and taught me how to balance constraints while staying user-focused. I also stepped into a more proactive role, leading synthesis sessions, presenting design strategy, and breaking through blockers. Having a strong design partner made the sprint both fun and high impact!
Next steps:
Finalize content with a focus on clarity, tone, and SEO
Deliver a complete style guide and component library for development
Monitor adoption metrics post-launch and prepare for next-phase optimizations
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Until next time~
katrinaicruz@gmail.com ✽ LinkedIn