A Calm Shopping Experience for Golf Clubs

Project overview

After establishing the Green Rogers brand identity, I designed a full homepage prototype that brings the brand to life digitally.

Every element — from layout and UX structure to the hand-drawn golfer illustration created with the pen tool — was designed from scratch to reflect the brand’s premium, calm, and trustworthy character.

The goal was to translate the elegance of golf into a structured, intuitive, and beautifully balanced digital experience for club managers, greenkeepers, and suppliers.

Challenges & constraints

The main challenge was translating a complex business model — a B2B procurement portal for sports clubs — into a website that feels as intuitive and elegant as a lifestyle brand.

It needed to present multiple services and product categories while maintaining a sense of space, flow, and simplicity.

Project goals

Create a homepage that reflects Green Rogers’ premium and sustainable brand identity.
Communicate clarity and overview — no chaos, no clutter.
Offer easy access to key features like Webshop, Services, and Dashboard.
Design a layout that supports scalability for future sports and languages.

UX process

Research

I analyzed similar B2B platforms to understand what often made them feel cluttered. The focus was on simplifying structure and improving clarity for professional users.

Wireframes

Low-fidelity wireframes outlined the site flow: hero, services overview, product sections, testimonials, and news. The aim was to keep every scroll section purposeful and consistent.

High-Fidelity Design

I translated the wireframes into a visual design using the brand’s green and neutral palette. The custom golfer illustration became a key visual anchor.

Development Guidelines

I prepared a developer-friendly prototype with interaction notes, spacing rules, and components for a smooth build process.

Design solution

The design embodied simplicity and delight.

Clean, structured layout with clear hierarchy and generous white space.
Custom hero illustration created manually to reflect craftsmanship and exclusivity.
Feature blocks that visually explain core offerings: Administrative Relief, Dashboard, and Documentation.
Webshop preview section using category-based tiles for easy browsing.
Testimonials and News modules to add social proof and depth.
Consistent color palette and typography (Yeseva One + Roboto) maintaining harmony with the brand identity.

Feel free to scroll around in the below prototype. With the arrow icon in the right hand corner you can also view the prototype in full-screen mode.

Results & feedback

The client described the homepage as “clear, classy, and professional — exactly what we envisioned.”

The prototype now serves as the foundation for Green Rogers’ future web platform, showing how a calm and handcrafted design can elevate a business concept into a real digital presence.