new wedge!” Ted has been playing golf since he was a teenager. He consistently shoots in the mid 80's. Ted doesn't formally keep track of his handicap. He follows the tour, but doesn't get caught up with reading all of the golf magazines. His is solely focused on enjoying the game and the challenge it presents him. Ted's main goal is keeping his game consistent. He'll To shoot a game in the mid 70's once. Change to his game up when necessary. Keep his game consistent. Goals Riley Stevens “How can I shoot consistently in the low 90's?” Riley has been playing golf on and off his adult life but has really caught the bug in the last few years. He has been trying to improve his game over the last year. He wants to shoot consistently in the low 90's. Riley is sometimes embarrassed by his game, especially when he's playing with people in the ofﬁce or on a business outing. He spends a lot of time at the Uses the web for everything. Married with one child. 35 year old; plays golf at least once a week; always at the driving range. Background Conﬁdently play with better golfers. Find the right combination of clubs and technique to improve his game. Consistently shoot in the low 90's Goals change things up if he notices certain areas of his game ﬂounders. Lately his short game has been a mess. Ted wants to change out his wedge to try something different. He researches and buys products online, including a car on eBay. Married with two children. 54 year old; plays golf 3 times a month; doesn't practice much. Background driving range and reading the golf magazines looking for ways to improve his game. Riley thinks that the right clubs can change his game but he doesn't know what to get.
once. Change to his game up when necessary. Keep his game consistent. Goals He researches and buys products online, including a car on eBay. Married with two children. 54 year old; plays golf 3 times a month; doesn't practice much. Background “I'm in a funk and need a new wedge!”
child. 35 year old; plays golf at least once a week; always at the driving range. Background Conﬁdently play with better golfers. Find the right combination of clubs and technique to improve his game. Consistently shoot in the low 90's Goals “How can I shoot consistently in the low 90's?”
Unique Feature: bar graphs for key club characteristics § Strengths: clean appearance, Flash integration Weaknesses: confusing main navigation, slow page load times, obscured touts Unique Feature: online club ﬁtting wizard, video of Ping employees reading real letters § Strengths: strong branding, good product description content, effective use of images for products Weaknesses: poor text readability, no navigation for shafts and grips information § Strengths: clear product descriptions copy, clear navigation labels Weaknesses: visually cluttered, lacking in player improvement resources § Strengths: visually appealing, good mix of product animation and copy Weaknesses: product description navigation is unnecessarily complicated § Strength: strong animation Weakness: product copy lacks useful content Unique Feature: product descriptions suggest appropriate player proﬁles § Strengths: straightforward product copy, clear navigation labels and hierarchy Weakness: somewhat dated look and feel Unique Features: videos explaining design and manufacturing process for clubs, 360 club view § Strengths: excellent branding, visual design, women’s microsite Weaknesses: does not support browser back button, ambiguous “experience” menu label Callaway Competitive Analysis
within the site to showcase the brand and set a new standard for golf manufacturer. 2) Providing meaningful guidance during the product selection process from those who know and use the product: Nike Athletes, Golf Pros, and customers. 3) Evolving the current site architecture and visual design to improve ﬂexibility, ease of use and search engine optimization. 4) Engaging users of the website by helping them improve their game, make new local connections with fellow golfers and ignite their passion for golf within an area of the site dedicated solely to them and “The Game” of golf. 5) Providing opportunities for wrap around services that keeps users coming back long after a product purchase.
Selector My Game On Tour Bios (In the Bag, Videos, Tour Wins) Videos Tour Wins In the Bag (Head to Toe) Youth Womens Mens Athletes The Game Product Description Product Categories Tiger Woods Products Home Track Your Game (scorecard) Handicap Custom Fitting Videos Community Tools (Course Reviews, Your Course, Find a Partner, Local Pros)
Entered via a Desktop Widget Ofﬂine Fitting Info Entered by Pro Fitter Detailed Player Info entered by User Product Selector Pro Tips Lessons Fitting Nike Product Tiger Woods On Tour On Tour From Nike Local Community Tools Find a Partner Golf Courses (Reviews) Custom Fitting Ofﬂine Game Info Entered via a Mobile Device Handicap Your Local Course Local Pros Demo Days Promotions Game Proﬁle My Game News The Game
Interactive Product Navigation Driver s Club Club Club Clubs | Balls | Footwear | Apparel | Bags | Gloves Mens Clubs Club World Wide Customer Service | Dealer Locator | Demo Days | About Nike Golf Nike Golf Products | Tiger Woods | Athletes | Your Game Footer Product Wall