One Club Hub
About the project
GOALS
The goal was to redesign The OneClub web app — The Open’s official online membership platform — and turn it into a more engaging, personalised experience for fans.
The new experience needed to feel like a dedicated space for each member, where they could access exclusive editorial, video, and audio content, enter competitions, browse offers, tickets and merchandise— all from a single, cohesive platform.
It was also about growth — giving users more reasons to join, return, and engage over time.
CHALLENGE
The platform had to support three user types each with different levels of access. The experience needed to feel seamless, while still creating a sense of exclusivity for those with full access.
Incorporating a new points system that rewarded users for interacting with content and participating in live events — adding a layer of gamification without complicating the user journey.
We were the first agency to use the new brand so we were responsible for setting the tone for its digital expression — establishing a system that was both flexible and future-ready.
Solution
Having a mobile-first design approach from the start, ensuring the experience was intuitive and accessible across all devices — especially for on-the-go users.
We began by auditing the existing platform to identify friction points, gaps in the user journey, and opportunities to improve discoverability and engagement. From there, I developed wireframes and UX flows that streamlined navigation and made it easier for users to access content, rewards, and key features based on their membership level.
As part of being the first team to apply The Open’s refreshed brand digitally, I created assets and components that brought the identity to life in new, expressive ways — maintaining consistency while adding personality and clarity to the interface.
Working transparently in Figma—leveraging real-time comments and quick iterations to keep the client engaged and the design process adaptable.
Let's Jam
Research & Structure
With a user base of 1.3 million, the data revealed a dominant demographic: males aged 31–40, with an overwhelming 91% reporting regular engagement with golf. The key insight? The primary driver for membership is early access to championship ticketing and exclusive live content.
We audited the legacy site to identify structural pain points, separating what could be optimised from elements requiring a ground-up rethink. From this, we restructured the content architecture—grouping and prioritising pages in a way that better aligned with user expectations and behaviours.
We maintained momentum by working transparently in Figma—leveraging real-time comments and quick iterations to keep the client engaged and the design process adaptable.
Wireframing
We adopted a mobile-first approach to ensure the experience was grounded in the most common use case—designing layouts that were clear, efficient and purpose-built for on-the-go engagement.
We also had to create a platform that was very scalable and modular, allowing us to integrate 3rd party extensions - such as instagram story modals.
Wireframes were crucial to defining User Flows, allowing us to explore, test and iterate on key journeys with pace and precision. Ongoing collaboration with the client enabled us to validate early and adapt quickly—reducing friction and accelerating alignment.
A key focus was designing for three distinct user states: not signed-in, Standard, and Advantage members. We shaped the experience around each tier, ensuring content access, navigation and calls-to-action scaled appropriately with membership level.
Once the mobile experience was validated, we translated it to desktop—preserving the vibe while optimising for larger viewports and more complex user interactions.
Brand Application
We were the first agency to work with The Open’s newly developed brand identity—an exciting opportunity that came with both creative freedom and responsibility. As early adopters, we had the unique chance to test and define how the brand translated into a digital environment.
The flexibility of the visual language allowed us to explore a wide range of executions across typography, colour, and layout. We pushed the system where appropriate, stress-testing it across components, interactions and responsive states to ensure it held up under real-world conditions.
This early experimentation not only validated the brand’s versatility but also helped shape how it will continue to live and evolve across digital platforms moving forward.
High Fidelity Design
With the structure, flows and brand direction in place, the next step was to bring it all together—crafting a high fidelity experience that was both visually rich and functionally robust. This phase was about precision: ensuring every screen, interaction and component reflected the intent of the strategy while meeting the standards of a premium sports platform.
Responsiveness was baked into every decision. We optimised layouts for the two key breakpoints—mobile and desktop—ensuring a seamless experience regardless of device. Rather than simply adapting layouts, we considered how content hierarchy, interaction patterns, and visual impact could flex to suit each context.
Delivery was a key focus. We had the chance to go the R&A office in Saint Andrews where we had an in-person design delivery/ handoff that I led.
Social Media
