Background
Golf was an undermanaged and underfunded category and that needed assessing for possibilities of growth. Upon initial analysis of our current product performance and expansion of the market within the promotional product industry, it was clear that there was opportunity for growth within the golf category.
Category analysis then focused on products launched in the past 5 years and legacy items performance by price, color, function, and brand. There was identified opportunity to develop a branded product line in the $20-$50 price range to replace outdated and underperforming items.
Research
Desktop Research
Extensive desktop research was conducted to identify all areas of opportunity within the golf industry. Golf product Youtube and magazine reviews, recent PGA tour reviews, and other various golf sources provided product insight on new upcoming technology and styles that needed to be included in our new product line.
Included in this research was a competitive and initial trend analysis to identify what products and solutions were already existing within the promotional product space.
Trend Analysis
Retail trend analysis was performed by visiting sporting good stores and golf suppliers to answer the question of what was selling, what was sitting on the shelf or on clearance, what was most requested, what price point ceilings are key, and what are the style trends that are the most popular.
Key findings were found from talking with the store associates and shoppers to see what they are asking for by asking for a recommendation of my own.
Ethnographic Research
Observational studies and interviews were performed on the golf course in order to uncover the areas of opportunity directly from the consumers.
Key insights showed that golfers needed access to money and their scorecard frequently on the course, but also wanted a place to store extra balls, keys, and personal items. Some golfers played music on their phone and speakers, which tended to run out of power before the end of the outing.
Identified Design Requirements
The research performed uncovered the golf pouch was an accessory that was begging to be addressed. It traditionally was plain in color, either too small or too large, and lacked intuitive design that accounted for new technology. Golf is quickly introducing more athletic and technological adoptions within other tools, but the market seemed to miss this key organizational piece. Golfers also needed a built in solution that allows easy access to their devices, charging capabilities, and protection in the event of inclimate weather. The identified design requirements for this new golf pouch include:
- Secure multiple cards, money, and scorecard in a pocket
- Hold 16+ golf balls
- Sized to fit as an attachment to a golf bag
- Meet branding requirements from associated company including cross category alignment
- Maximize front pocket space for promotional decoration
- IPX rated pocket to withstand golf course weather conditions
- Integrated wireless charging with 5000 mAh to power the average time a golfer spends on the course
From these design requirements, our industrial designer and I worked together to provide an all inclusive solution that fulfilled the requirements as well as hit the target FOB price. The designs below were sent to our overseas factories to produce an initial prototype.
Inner Design
Exterior Design
Initial Prototype
Iteration
Testing of the initial prototype included the ability to decorate by screen print and embroider, meet all the requirements as noted initially, and durability testing by allowing golfers to put the pouch to the test. There was also additional price analysis performed once target FOB and materials selected were not aligning. It was determined that the following issues needed to be addressed:
- Tightened pouch to better hold a phone so it would not fall out easily during use while also allowing enough stretch to decorate
- Modify charging port to allow wireless and traditional charging
- Include a clip strong enough to hold the pouch onto golf bag or golf cart
- Remove multiple accents and replace brass with copper to improve FOB Adjust color and patterns to match inline product assortment
Final Product
