A multi-tenant web and mobile app that gives members of exclusive golf and city clubs one seamless way to manage their membership, book everything from tee times to dinner, and stay connected to their club.
Invited Golf Clubs is a premium golf club membership service offering members access to the most exclusive golf and city clubs around the world. They wanted a web and mobile web application that would let members easily manage their membership, book tee times, the fitness center, courts and business centers, access hospitality services, and communicate with other members.
Goals
The Invited web and mobile app is a valuable tool for members to stay connected with the club and access its amenities — but we identified multiple elements preventing a seamless member experience.
One of the critical UX gaps was the lack of traceability of users, and the recognition and customization they expect across different clubs.
Invited's long history left them with multiple legacy applications and tools, creating conflict in integrating and managing data across them.
The web and mobile app was cluttered and hard to navigate, missing features like club calendars and clubhouse reservations, all within one seamless flow.
A user-centered, double-diamond process — starting with research and personas, through to a tested, shipped solution. Tap a phase to see what happened inside it.
We interviewed members and stakeholders across clubs to trace every touchpoint — from discovery to booking to on-site consumption — mapped where it broke down, and designed the unified experience that replaces it.
We built personas from the research findings and used them to drive the design — each with their own customer journey map.
Each persona's end-to-end journey — activities, goals, touchpoints, people, business goals and the emotional highs and lows along the way.
We gathered and categorized every insight into how members perceive their experience, then built the information architecture into a more intuitive, user-friendly structure.
The final design focused on unity, customization, simplicity, ease of use, and consistency — a clean, modern design language with a golf-themed color scheme, built into a single unified and personalized digital experience.
Each club gets its own branded dashboard — same layout and components, personalized colors, logo and activities per property.
Invited
The Heights
Cliffside
Tower Club
iPadScreen recordings from the working prototype — the guest flow, personalization settings, and the golf booking experience.
