Golf scoring, stats & course discovery • iOS appJosephmark

A library of high-quality course flyover videos really helped bring Pin to life.

I worked with the Josephmark team to create an app for world champion golfer, Adam Scott. Pin helps golfers track their progress via intuitive scoring, and statistical insights.

In late 2016, Scott's team asked us to audit their iOS and Android app, Adam Scott's Mi Golf Club. The app had significant performance issues, but we discovered deeper issues with UX and business strategy.

Over the course of 12 months, I led a dynamic team to research, design, develop, launch and iterate on the app.

Shorty after we began working on a second club facing product, contract negotiations stalled the project. I left Josephmark in early 2018, and have had no involvement with the project since.

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Project Overview

I had the privilege to lead the product for Josephmark from the very beginning.

Our original task, to assess the performance and UX of their app, extended to a discovery sprint – a deep-dive to uncover potential problems and opportunities to seize.

We worked with product and content owners from Scott Golf to assure we were building the right thing, and building it right.

To achieve this, the Josephmark team stayed flexible in size and shape, adapting depending on the team's needs at each stage of the project:

The following are a small selection of the assets created over that time. If you want access to my complete case study on the project, fill out the form above, or email

Exploration of Nav & IA Structure
One of the first iterations of what would become the app's navigation structure.
A quick UI skin added to our wireframes
We quickly and roughly skinned our wireframes before testing our prototype, to allow our participants to suspend their disbelief while assessing an app of static mock-ups.
Visual Design for Scores screens
Final visual design for some of the screens in the 'Scores' section.
The Invision Prototype (note that some screens and states are missing, and some hotspots are now disconnected)

Roles & Responsibilities

My responsibilities:

  • Product Lead
  • Product Strategy
  • Product Design
  • UX Lead
  • Prototyping
  • UI Design

Josephmark provided:

  • Product Design
  • Business Strategy
  • Project Management
  • Content Strategy
  • Growth Strategy
  • iOS, Web & API Engineering

Project partners:

Fresh Development:
  • iOS Engineering
  • Dev Ops management
Scott Golf Designs:
  • Content production
  • Marketing & PR