Scalable, Accessible & Integration-Ready Digital Platform for Golf Properties Worldwide.
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Overview
Troon, a global leader in golf and club management, needed a modern, scalable website template that could be used across its diverse network of golf properties. Each course required a consistent yet customizable digital presence that aligned with the Troon brand, supported content updates by non-technical users, and allowed for seamless integration with tools like OpenTable, WooCommerce, and event platforms. My role involved leading the UX/UI design of this multi-site WordPress template, ensuring accessibility compliance, modular CMS flexibility, and ease of use for operators across different golf courses.
Strategic Design Goals
Modernize Troon’s digital presence by redesigning the website and CMS for easier management, improved accessibility, and consistent branding across all golf courses.
1. Design a cohesive yet customizable website experience for Troon-affiliated properties
2. Improve content management for internal teams with flexible WordPress CMS components.
3. Ensure WCAG-compliant accessibility across all templates.
4. Integrate 3rd-party tools such as OpenTable (for reservations), WooCommerce (for e-commerce), and events plugins.
5. Streamline digital presence to boost user engagement and drive business performance
My Role
As the UX/UI Designer, I led the creation of a component-based design system tailored for flexibility and scalability. My responsibilities included:
• Planned the CMS structure for compatibility with the WordPress editor.
• Defined an accessibility strategy aligned with WCAG 2.1 guidelines.
• Optimized assets to improve performance across the site.
• Maintained brand consistency across all golf courses.
• Collaborated with developers, marketing, and stakeholders.
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Process: Laying the Foundation for Scalable Growth
A collaborative, systems-focused effort to streamline content management, enhance accessibility, and ensure brand consistency across all properties.
1. Discovery & Audit
Conducted an audit of Troon's existing property websites to identify inconsistencies, usability issues, and pain points in the CMS. Aligned with stakeholders on design goals and user needs.
2. Information Architecture & Modular Design
Designed a flexible IA and reusable components that adapt to different property needs (e.g. resort-style courses vs. municipal golf). Created wireframes and prototypes emphasizing hierarchy, clarity, and responsive behavior.
3. Design System & Accessibility
Built a design system for typography, color, and components to ensure consistency across the network. Prioritized accessibility, including contrast ratios, keyboard navigation, and screen reader support.
4. CMS Optimization
Structured the WordPress backend to use block-based content for easy updates by non-technical admins. Included modular templates for events, tee times, course info, and menus.
5. Integration Planning
Created flexible layouts and design patterns for third-party tools like:
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OpenTable (restaurant reservations)
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WooCommerce (merchandise sales)
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Event platforms (tournaments, weddings)
Key Enhancements
Smart, scalable enhancements designed to streamline operations, elevate the guest experience, and give course teams the control they need—without added complexity.
Design Once, Scale Everywhere
Unified design system for faster, consistent site builds.
Content Made Simple
CMS optimized for easy content updates across courses, reducing reliance on support teams.
Access for All
WCAG 2.1 AA accessibility compliance for inclusive user experience.
Events, Seamlessly Managed
Integrated a dynamic calendar to promote tournaments, leagues, and special events with ease.
Validated in Action: Operator Feedback from a Tournament.
During a regional golf tournament hosted at one of Troon’s flagship courses, we conducted on-site testing with course operators managing real-time updates through the new CMS. This live event provided a valuable opportunity to observe how staff handled time-sensitive content like leaderboard postings, dining specials, and tee time adjustments.
From their feedback, we identified key areas to improve:
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Streamlining updates for tournament-specific content blocks
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Enhancing visibility and responsiveness of mobile admin tools
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Clarifying schedule modules to reduce last-minute confusion
Operators shared comments like, “Updating the event leaderboard was faster than ever,” and “I finally didn’t need to call support during a tournament day.” These insights guided final adjustments that made the platform more intuitive, reliable, and aligned with the pace of high-stakes events.
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Outcome In Numbers
Delivered a flexible, accessible web solution with a modular design system and optimized CMS—empowering Troon teams to manage content easily while maintaining a cohesive brand across all courses.
+12%
Online Reservations
Online restaurant reservations grew by 12% through OpenTable integration.
+32%
Mobile Engagement
Increased mobile session duration by 32% through responsive design.
50%
Faster
Development and design time cut in half by leveraging a reusable, component-based system.
92+ Pts
Accessibility Score
Achieved a 92+ accessibility score, meeting WCAG 2.1 AA standards with enhanced functionality.
Tools That Powered Troon
A blend of design, CMS, and collaboration tools driving a seamless, scalable website experience.
Figma
Crafted design systems, wireframes, and high-fidelity prototypes ensuring consistency.
WordPress + Gutenberg
built a flexible CMS structure using the block editor for easy content management.
Google Lighthouse
Measured and optimized site performance and accessibility to meet quality standards.
Jira
Managed tasks, progress, and handoff between design, development, and others.
