Role
Lead Product Designer, led a team of 3 designers.
Skills
Research, Design Direction, Interaction Design
Industry
Sports Tech, AI, Golf
About the Product
Northway is an AI-powered golf companion built to elevate the playing experience for both amateur and professional golfers. The product brings together live gameplay assistance, community engagement, performance tracking, and an interactive voice assistant inspired by the legendary Andy North, the brand ambassador.
The goal was to redesign the existing product into a modern, voice-enabled mobile app that feels premium, intuitive, and built for the future of golf.
Objective
I led a team of 03 designers to completely revamp the product experience within a tight 3-month timeline.
My responsibilities included:
Assessing the strengths of each designer and assigning modules accordingly
Providing design direction, defining UX flows, and supplying use cases
Reviewing work, giving feedback, and ensuring consistency across modules
Ensuring the final product aligned with modern design systems and AI-ready interaction patterns
Key Modules Designed
Onboarding
The onboarding flow was redesigned to feel simple, personalised, and purposeful. Users can smoothly add clubs to their virtual bag and set their brand preferences, which helps the system tailor recommendations later in the experience. The focus was on creating a welcoming introduction that sets expectations and helps the AI understand the player from the very first interaction.
Homepage
The homepage serves as a dynamic starting point, showing users a curated list of nearby golf courses and upcoming events, while also offering quick access to instantly start a game at their home course. A dedicated QR code section at the top makes it easy to add friends, and a compact profile shortcut ensures users can access their essentials with a single tap. By combining relevant courses, social features, and quick actions, the homepage stays engaging, intuitive, and easy to navigate.
Gameplay
The gameplay screen is the heart of the app, enabling users to enter scores quickly and review their scorecard in real time. It also provides live distance to the pin, giving players the essential data they need throughout their round. The voice assistant is available throughout the experience and can answer questions about club selection, course conditions, or other gameplay insights, while remaining subtle and unobtrusive. When the round is completed, players can view a clear game summary along with their complete scorecard.
Round History
Round History lets players view real-time data for everyone in their round, including live stats and shot logs across multiple holes. It offers a clear, instant picture of how each player is performing, making the game more engaging and competitive.
Shot Tracking
Shot Tracking lets players record each shot by entering the club used, creating a consistent log of their performance. The app also suggests the most suitable club for the next shot, helping players make smarter, more confident decisions on the course.
Voice Assistant
One of the most compelling features of the app is the AI-driven voice assistant that allows users to “talk to Andy North.” This virtual mentor provides guidance, answers questions, and supports decision-making during a game. Designing this experience involved balancing personality, utility, and ease of interaction to create something that felt genuinely helpful and uniquely Northway.
Feed
The feed was built to foster a strong golf community. Similar to popular social platforms, it allows players to post photos and videos from their rounds, celebrate moments, and engage with other golfers. Users can like posts, leave comments, add locations, and tag friends, making interactions more social and expressive. The visual design reinforces community-building while keeping the aesthetic consistent with the rest of the app.
Profile
The profile serves as a mini dashboard where users can access all aspects of their game in one place, from their history and stats to their virtual bag and preferences. The information architecture is intentionally structured to be intuitive and easy to explore, giving users a sense of ownership and control.
Outcome
Northway is currently in the process of raising funding, and the redesigned experience has significantly contributed to investor confidence. The leadership team was genuinely impressed with how the new design elevated the product and clarified its potential. For me, this project was both challenging and deeply fulfilling. I loved mentoring the team, guiding the design vision, and delivering a product that genuinely showcases what thoughtful, modern, AI-driven design can achieve within a tight timeframe. This is the type of work I truly thrive on as a designer.
