B2C, UI, UX
Master's Practice Range Tracker
Creating an immersive, data-fueled 3D experience for golf fans at home.
Role
UI
Tools
Figma
Year
2024
Agency
AKQA
The Sport of Exclusivity
The Masters Tournament is an annual sporting event that has been loved for decades. Some may consider it an elite club. So much so that many individuals spend lifetimes trying to get tickets to the real-life game to experience all it has to offer.
One of the main perks of attending the tournament is getting to see practice their shots up close on The Range. However, many viewers watching at home are not able to sit through this experience. This makes The Masters lose a large audience, which could increase their viewership.
Tournament FOMO
Instead of making viewers at home feel like they are missing out on IRL tournament perks, our client wanted to provide them with their own set of perks. To address this, The Masters crafted a digital simulation where users could watch live players practice while accessing their shot data as a guide for our design team.
Quest for Engagement
🗣️ The Ask
Create an experience tailored for passionate Master's golf fans and data enthusiasts who seek to analyze or engage with players during practice sessions.
⭐️ The Goal
Make golf data exciting and generate an exclusive feature that allows fans and data nerds to experience the range from the comfort of their homes and raise interest in a player’s practice before the tournament.
Initial Draft: TV Experience
During our initial drafts, we had many ideas to make the player-to-viewer experience more engaging than just viewing data. Our initial thoughts included a TV-guide view of player's schedules and real-time footage of the player playing.
However, there were many limitations to those like – players coming back multiple times a day, no way to track which bay they will be practicing from, and the feasibility of having a camera for each player.
Giving Viewers at Home Live Data & Shot Tracking
After a few client reviews and a handful of internal design sessions, we landed on an engaging experience that golf fans could interact with from the comfort of their homes: the Practice Range.
Titled the Range Tracker, this new 3D experience provides multiple ways a user can engage with their favorite players's practice session during the golf tournament in both real time and past sessions. Interactions include panning, tilting, and zooming in & out to get the most detailed look at a player's tracked shot.
Users can view all the live players that are on the bay, or they have the chance to go deeper into one specific player's session and get raw data of every practice shot that player has ever taken.
Having Fun At Home
The Range Tracker had many iterations; however, due to tech limitations and systemization, a simpler approach was prioritized. However, this did more good as it provided a simple interface for golf fans to get behind.
Working with a collaborative team was a true highlight and a testament to the amount of work we were able to get done for The Masters 2025.
As a thank you for making it this far, here is a mini video loop of the Range Tracker experience.
The Team
Nicole de Venoge
UX Director
Leonardo Ferro
Associate Creative Director
David Muhlhausen
Associate Creative Director
Parnal Munghate
Senior Product Manager
John Hinson
Program Manager
