Helping make golf more accessible and appealing for young people across Scotland
Scottish Golf — National Junior Framework
Scottish Golf — the sport’s governing body — was looking to modernise how young people experience golf.
They wanted to shift the perception of clubs as exclusive or intimidating, and instead make them feel open, inclusive and genuinely exciting for juniors. A big part of that effort was the National Junior Framework — a nationwide initiative tied to a key tournament rollout — with a digital platform designed to support young golfers, schools and clubs through six core themes.
- User-Centred Design
- Workshop Facilitation
- Stakeholder Engagement
- Persona Development
- End-to-End UX & UI Design
- Iterative Prototyping
- Brand Application
My role: Lead designer, leading discovery, design and client engagement
I was the lead (and for most of the project, the only) designer — responsible for running workshops alongside the Project Manager, shaping user journeys, creating concepts, and developing the full visual design. I worked closely with the client to define user needs across very different audiences — from kids just picking up a club for the first time to the teachers and club staff supporting them.
The platform is structured around the six pillars:
- Learn to Golf
- Golf in Schools
- Events & Competitions
- Funding & Support
- SafeGolf
- Education & Training
Designing for flexibility, clarity and young users
After a series of collaborative workshops, I moved into sketching ideas and building out clickable wireframes in Figma. These early prototypes helped us move quickly, gather feedback, and refine the experience in short cycles.
During the project, I led a significant redesign of the homepage and site interactions after internal feedback suggested we were leaning too heavily towards coaches and organisers, rather than speaking to younger players. I carried out additional research, developed new visual ideas, updated the iconography, and produced interactive prototypes to clearly communicate the new direction. This helped steer the team towards a solution that better met the needs of that key audience.
Branding and Delivery
Although the framework was part of the wider Scottish Golf brand, the client was keen for it to have its own identity. I created a simple design system and a set of icons that reflected the six pillars and gave the framework a distinct, consistent feel — one that still sat comfortably within the parent brand.
By the time my involvement wrapped up, the design work was largely complete, with key sections built and handed over for final content population. Despite a few challenges along the way, the client was pleased with both the progress and the quality of the work delivered, whilst providing a platform that could be iterated upon.
