Butler Pitch & Putt
Butler Pitch & Putt, a classic Austin hidden gem, risks loosing it’s place if it is unable to attract and keep new customers.
BUTLER PARK PITCH & PUTT SCOPE:
Problem: After decades of serving the city of Austin, the owner, Lee noticed a drastic decrease in new customers. She knows Butler Pitch & Putt risks losing their place in Austin if they are unable to attract and keep new customers.
We spoke to customers (regulars and first timers), staff, and the owner to get a deep understanding of the opportunties to make Buttler Park Pitch & Putt an even greater experience.
Here’s what we found:
Ideal Customer Journey Map : What the owner thought was happening.
Actual Customer Journey: What was actually happening.
Butler Pitch & Putt risks losing their place in Austin if they are unable to attract and keep new customers. New customers are afraid to look ignorant and rely on touch-points and staff to anticipate their needs. When staff doesn’t offer guidance and touch points fail, new patrons don’t ask and remain ignorant.
Our design criteria:
Seamlessly integrates with Butler Pitch & Putt landscape
Adoptable by long-time Butler Pitch & Putt staff, regulars and first time patrons
Maintains old South Austin charm of Butler Pitch & Putt
painpoint one : club house
“Is anyone in here? What do I need? How do i start?”
Our Goal: Create an Inviting Clubhouse where first timers experience confidence not confusion.
Create clear signage and remove unnecessary clutter from behind and on the counter.
Rearrange the space so the staff aren’t hidden behind the book shelf. We found many first-timers walk in with confusion.
We watched first time customers walk in and know immediately what they needed. Additionally, within the first week, the owner reported sales for merchandise and refreshments had increased.
pain point two: finding the first tee
where in the world is the first tee?
Goal: Create Easy Independent Navigation
Change the flooring to create a natural pathway to the first tee upon exiting the clubhouse.
We used sticks to test out the concept before they invested in a more permanent solution.
We watched first time customers walk follow the path to the first tee with ease.
painpoint three: inaccurate map
how do i read this map?
Goal: Create Easy Independent Navigation and Easy to Read Map
We interviewed and watched first timers utilize the new maps with ease and less confusion compared to the original map.
How did the prototypes work after a week?
A week after Celine, Misty, and I went back to Pitch and Putt to see the results of our prototypes. Here were some responses from the owner and staff members:
This project was a part of AC4D’S 1k challenge, we were one of the few teams that did complete the challenge. Our team had a blast working on this project.
User Interviews, Ideation, Mockups, Implementation of Prototypes, Customer Journey Map Creation, and Visual Design.
Misty Nickle, Celine Tibault, and Sophie Kwok.
Illustrator + Keynote