GolfDigest Hot List Interactive Quiz

Interactive quiz designed to help players select the right clubs and build a personalized golf bag.

Goal

The goal of the Golf Digest Hot List Interactive Quiz was to transform Golf Digest’s annual equipment rankings into an intuitive, interactive experience that helps players quickly find the right gear for their game. By guiding users through a quiz based on skill level, preferences, and playing style, the experience simplifies complex equipment data into personalized recommendations, making it easier for golfers to choose clubs that match their needs.

Impact

Delivered an interactive quiz with 60 percent plus completion and 25 percent plus click-through to product recommendations

Simplified complex equipment rankings into a guided experience that increased engagement and decision confidence

Launched the first interactive version of the Golf Digest Hot List in 2019, which performed strongly and became the foundation for the 2020 experience.

Role

Senior Designer

Timeline

November 2020 - January 2020 (2 month)

Team

1 Creative Director, 1 Senior Designer, 1 Developer, 1 Project Manager

My involvement

  • Led design and production from start to end. Partnered closely with the developer and content strategist on quiz logic and interaction flows

  • Translated complex editorial content into a clear, user-friendly interactive experience

Wireframe and Stylescape

I started the project by researching the Golf Digest Hot List content, editorial goals, and player needs around choosing equipment with confidence. Insights into equipment categories, player personas, and comparison behaviors informed the quiz structure and flow.

From there, I sketched and wireframed the experience, then developed a mood board and stylescape to align early on visual direction, interaction, and animation. The design prioritized clarity and minimalism, with key UI moments like the club carousel and a custom golf ball progress indicator to support discovery, momentum, and a rewarding end-to-end experience.

The First Version Released In 2019

Research Insights and Design Decisions

Content overload: Golfers were overwhelmed by dense, technical rankings
Response: Replaced full lists with a guided quiz that progressively narrows options

Spec translation gap: Players struggled to relate specs and reviews to their own game
Response: Converted performance data into player-first, behavior-based questions

Decision friction: Confidence and brand familiarity varied widely
Response: Delivered immediate recommendations after each category to build trust and momentum

Drop-off risk: Long comparison flows reduced completion
Response: Limited each category to three focused questions and streamlined logic with development and content partners

To reduce content overload and decision friction, we organized the quiz into six equipment categories, each with three focused questions to maintain momentum and lower cognitive load. Users received immediate recommendations after each category, reinforcing value early in the experience.

I partnered closely with the developer and content strategist to streamline question logic and sequencing, optimizing the flow to feel fast, intuitive, and easy to complete.

Quiz Structure and Logic Design

Structured the quiz into six equipment categories.

Each category has three focused questions to reduce cognitive load

Delivered instant club recommendations after each category to reinforce value and maintain momentum

Questions use player-first language and clear choices to reduce friction and deliver personalized results

A custom progress indicator visualized as a golf ball rolling toward the hole, designed to clearly communicate progress and encourage quiz completion.

Personalized club recommendations surface immediately after three questions to reinforce value and maintain momentum.

Users can open a product detail modal to explore specs and editorial insights without leaving the quiz flow

Result Screen

The result screen brings all category recommendations into a single tabbed experience, allowing users to compare picks and open detailed product popups without leaving the flow.

Outcome

  • Transformed complex equipment rankings into a clear, player-first interactive experience

  • Reduced decision friction through streamlined interactions and familiar golf metaphors

  • Balanced speed and depth with immediate recommendations and consolidated results

  • Collaborated closely with design, development, and content to deliver a cohesive, intuitive experience

  • Demonstrated the ability to translate dense information into high-impact interactive storytelling

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