ACTIVE Golf
Connecting golfers with the right course
Active Golf, part of ACTIVE Network's golf division, offered technology solutions that helped golf courses manage operations—from online tee-time booking and event registration to marketing and mobile engagement. The brand needed a modern website and refreshed online presence to make it easier for golfers to discover courses and book tee times seamlessly.
Active Golf's existing experience was heavily focused on the mechanics of booking, leaving an opportunity to make discovering a course feel more engaging and inspiring. The challenge was to create a modern digital experience that made it easier for golfers to explore courses and destinations while building confidence in Active Golf as a trusted, technology-forward platform.
The platform had all the functionality. What it was missing was the feeling that made you want to book.
I reimagined the experience around discovery first, transaction second, drawing inspiration from platforms like Airbnb that make browsing destinations feel visual, aspirational, and engaging. I focused on showcasing golf courses as destinations rather than simply listings, using immersive imagery, curated content, and simplified search to help golfers explore and imagine their next round. The refreshed visual direction was designed to make the experience feel modern and inviting while positioning Active Golf as a more compelling, technology-forward platform.
The exploration demonstrated how Active Golf could evolve from a primarily transactional booking experience into a more visual, inspiring destination for discovering golf. The concepts received strong feedback from the team and helped establish a compelling vision for how the brand and experience could evolve. While the work ultimately wasn't prioritized for development, it gave the team a clearer picture of what a more modern, discovery-driven Active Golf experience could look and feel like.
