There’s more to any business than the game it’s in
Learn how we helped the USGA elevate its digital properties.
The United States Golf Association (USGA) is in more than the golf game—it’s also in the digital experience game. When its team looked to enhance some of the USGA’s most important digital properties, they brought in Deloitte for our blend of strategic approach, deep insights, and technology capabilities. Here’s how we’ve helped the USGA elevate the fan experience with the USGA App built by Deloitte.
Our journey
Elevating the fan experience
The USGA hosts 15 championships annually, including five Open Championships and 10 Amateur Championships. Historically, fans had to find championship information across the USGA’s digital ecosystem, which included multiple apps.
Deloitte helped the USGA streamline the mobile experience into a single, unified championship app. This was also a chance for the USGA to strengthen its direct-to-consumer offering, enhance and personalize the fan experience, and increase awareness for the breadth of USGA championships.
Following the data to prioritize the needs
Deloitte and USGA collaborated to drive the transformation of its digital ecosystem. First up, the championship app. Relying on our experience inside and outside of sports, a cross-functional team of Deloitte professionals swung into action guided by data and insights from across industries to help pinpoint the needs of the USGA and more importantly its fans.
Delivering on what users expect
The development team focused on five core principles to ensure the USGA delivered a top-tier experience for golf fans.
- Engaging: Maximizing the ability to engage with and share content to better connect the golf community
- Personal: Creating enhanced user experiences through personalization
- Accessible: Designed for everyone
- Contextual: Providing the right information at the right time to strengthen audience engagement
- Scalable: Growing and adapting the experience based on research, data, and technology to expand golf’s reach to help drive future impact
Collaborating on the build
Insights from our research helped inform the visual designs, information architecture, content management, engineering, and overall roadmap approaches. Deloitte professionals in UI/UX design, front- and back-end development, product management, strategy, and more worked to integrate with third-party providers for a more seamless on-course and at-home experience.
Additionally, the streamlined, modular app is scalable for future innovations, supported by a cache memory strategy ensuring important features remain accessible. This enables next-generation technology to engage the future of golf fans.
The USGA App: A win for fans and business advantage
The USGA App is an all-in-one destination for fans that delivers a seamless experience on course and at home for every USGA championship. Available features include live scoring, tee times, livestreaming, mobile ticketing, GPS wayfinding, in-depth statistics, and more.*
This elevated experience aims to boost awareness and engagement for all USGA championships. With scalable architecture, the app can adapt and evolve over time, maximizing impact.
As we do for businesses of all kinds—regardless of the game they’re in—we can help deliver innovative, impactful solutions.
Scan the QR code above to download the USGA App
Download the app*Not all features available for all USGA championships
total app visits in 2023 during all championship weeks
lifetime installs by end of the 2023 USGA championship season
USGA digital platform traffic from the USGA app in 2023
page views within the USGA App during the 2023 championship season
We've been able to touch millions of fans through our USGA App across 15 championships through an intuitive, easy-to-use experience, and I couldn't be prouder of this collaboration with Deloitte.
U-S-G-A: A vision for the future
With new leadership and incredible growth in the game of golf, the USGA recognized the need for a refreshed strategic outlook to address growth in the game, golfer preferences, and key areas of importance. As a trusted advisor, Deloitte facilitated the USGA’s strategic journey, helping to articulate their purpose and winning aspirations. The impact of the strategic work can be seen across multiple dimensions of the organization – from enhanced digital properties to a deep focus on sustainability and inclusivity, and much more.
Enhancing the USGA’s membership program
USGA members are individuals who help advance the mission of the USGA. With our deep experience across industries, Deloitte stepped in to advise the USGA on how further enhance its membership program and help achieve an ambition of growing membership participation and engagement. Through comprehensive analysis and identification of areas of opportunity, Deloitte outlined potential approaches including refreshed member benefits, membership tiers, and acquisition strategies for short and long-term implementation. The future has the potential to yield an even stronger value proposition to fans and golfers while driving increased membership and loyalty metrics for the USGA.
Expanding Green Section impact
For more than a century, the USGA's Green Section has served golf by delivering expertise and funding groundbreaking research on sustainable golf course management practices, with a focus on helping improve playing quality, environmental sustainability, and economic efficiency. Through target market assessment, future market size potential, and other considerations, Deloitte supported the exploration of new approaches to expand its reach and drive the value proposition for the USGA Green Section's diverse offerings.
Pathways internship program
Deloitte is a foundational supporter of the USGA Pathways Internship, which aims to introduce individuals from underrepresented communities in golf to the broad spectrum of career opportunities. The annual program provides a cohort of college and graduate students with exposure to multiple facets of the golf industry while being immersed in the operations of a championship. The 2024 U.S. Open will bring together 24 participants across 11 days of programming in the Pinehurst, N.C. region.
Driving fan experience into the future
In a bid to provide greater benefit and engagement for its fans, the USGA turned to Deloitte to build an Augmented Reality experience for the U.S. Open and U.S. Women’s Open. The team built immersive, 3D models of multiple courses and developed a back-end system that could process static and real-time data feeds. All so fans could see 3D player shot comparisons and head-to-head custom pairings, even if players weren’t in the same group. With U.S. Open AR built by Deloitte, golf fans at home and onsite were able to get closer to the action by creating their own AR viewing experience.
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Pete, a principal with Deloitte Consulting LLP, leads Deloitte’s US Sports practice, serving multiple sports clients including the United States Golf Association, NBA, United States Tennis Association, and United States Olympic Committee… More