Refining the experience with real operator feedback and data-driven iteration.
To ensure the dashboard met user needs, I conducted moderated usability tests with a pilot group of golf course operators and internal NBC stakeholders. We observed how users navigated pricing tables, interpreted KPI cards, and interacted with filters and charts.
Through this feedback loop, we identified opportunities to:
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Simplify chart labeling and color contrast for quick scanning
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Adjust layout density to accommodate real-world workflows
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Improve responsiveness on tablets, the most-used device in the field
Final refinements were prioritized based on task friction, time-on-task, and verbal feedback—resulting in a more intuitive, accessible product that fits seamlessly into operators’ daily routines.
Athena —
Smarter Decisions, Better Performance
A SaaS dashboard built to empower golf course operators with real-time business insights.
Overview
Athena is NBC Sports Next’s business intelligence SaaS platform designed specifically for golf course operators. As the principal designer, I led the end-to-end UX and UI design of the platform, translating complex performance data into clear, actionable dashboards that operators could use to optimize revenue, track tee time trends, and monitor performance across locations.
Strategic Design Goals
Built to empower course operators with a centralized, scalable, and user-friendly platform—balancing data clarity, multi-location control, and future-ready flexibility.
1. Design a centralized dashboard for real-time operational visibility.
2. Simplify complex data into digestible visualizations for non-technical users.
3. Create a scalable design system for future modules and feature growth.
4. Support multi-location management for enterprise-level course groups.
5. Ensure responsive design for use across desktop and tablet devices.
My Role
I led the Athena platform design as the solo product designer, owning the process from strategy to delivery. My responsibilities included:
• Defining UX strategy and mapping end-to-end user flows
• Building a scalable, modular design system for future growth
• Designing clean, intuitive dashboards tailored for non-technical users
• Creating custom data visuals—charts, tables, and KPI components
• Collaborating closely with PMs, engineers, and key stakeholders
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Process: Designing for Operational Impact
A research-driven approach focused on simplifying data, empowering operators, and supporting long-term scalability.
1. Discovery & User Research
Interviewed course operators, general managers, and regional directors to identify their pain points with legacy data tools. Mapped key workflows around tee time revenue, booking trends, and daily performance tracking.
2. Information Architecture & Wireframes
Defined the dashboard hierarchy based on most-used metrics, including total revenue, occupancy, daily comparisons, and peak booking windows.
3. Data Visualization & Modular Design
Designed custom data cards, filters, and comparison tools using accessible color contrast and simple labeling. Focused on clarity and drill-down capabilities for advanced users.
4. Design System & Scalability
Created a component-based design system to support future expansion (e.g., weather overlays, loyalty metrics, and marketing performance).
5. Testing & Iteration
Conducted usability testing with internal stakeholders and a pilot group of operators, then iterated on chart labeling, layout density, and mobile responsiveness.
Key Features
Purpose-built tools that turn complex data into clear, actionable insights
—designed with operators, not developers, in mind.
Dynamic Tee Time Pricing Table
Empowers operators to adjust prices in real time using intuitive controls and live booking data—maximizing revenue based on demand.
Interactive Performance Dashboard
Consolidates key metrics like revenue and booking trends into customizable, digestible visualizations—designed for non-technical users.
Multi-Location Management
Supports enterprise-level oversight with centralized access to multiple courses, allowing operators to compare and act on cross-course performance data.
Modular, Scalable Design System
Built with reusable components that enable quick rollout of new features like loyalty tracking and marketing insights—ensuring long-term product growth.
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Outcome In Numbers
A responsive, modular platform that improves tee time revenue management, reduces friction, and scales across multiple golf properties.
+30%
Engagement
Increased daily operator engagement by 30%, based on internal usage tracking
40%
Faster
Use this space to explain the above number.
100+
Properties
Global golf courses supported under one scalable CMS template
+20 Pts
Accessibility Score
Improved accessibility score from 68 → 95 based on WAVE testing
Tools That Brought Athena to Life
A mix of design, collaboration, and analytics tools used throughout the end-to-end product process.
Figma
Main hub for UI design, prototyping, and building the modular design system.
Amplitude
Used to analyze internal product usage and identify key operator behavior patterns.
Lucidchart
Created user flows and information architecture maps to align teams early in the process.
Jira
Facilitated seamless design-to-dev handoff with clear specs and sprint-based task tracking.
