Intro/
Links'Up Golf
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Brief
Golf grew rapidly in Sweden during and after Covid, but most golf apps never adapted to the sport’s social dimension. Newcomers, relocated players, and even experienced golfers often struggle to find people to play with - which pushes many to forums and social media. This revealed a strong need for a simple, structured way for golfers to connect.
My role
I initiated the idea and led the research, UX/UI design, product development, and design system work. I continue to refine and expand the app based on new insights.
Year
2026
Duration
In development
Project type
Side-Project
Client
Links'Up Golf
Scope
Product design
Design System
App-Development
Production Lead
Role
Product designer
Production manager
Team
Johan Pettersson
Viktor Sätterman
Understand/
Links'Up Golf
Emphatize
Understanding the social dynamics of Swedish golfers
With no existing documentation on the social side of golf in Sweden, I conducted my own field research - combining a user survey and interviews to understand golfers’ social behaviors more deeply.
%%Analyzed patterns%% in golf-related forums gave me %%valuable insights%% that shaped both the survey and the interview questions
%%Conducted a survey%% which got %%+200 responses%%
%%Interviewed 4 golfers%%, all with different perspectives
Forum and social media discussions revealed that many golfers search for playing partners online, often specifying preferences such as experience level, handicap, or location. These insights helped me better understand golfers behavior online and shape both survey and interview questions.
The survey explored golfers’ social interactions, overall experiences, and attitudes toward the social dimension of the sport.
The interviews also explored the social dimension of golf. I interviewed a beginner, a senior, a junior elite player, and a recently relocated golfer to capture a wide range of perspectives.
Define
Defining golfers’ social challenges and needs
Research revealed a gap between golfers’ intentions and actions: many want to meet new players, but social norms and fear of awkwardness create a hesitation that holds them back.
Survey responses revealed that %%golfers want to connect, but fear of awkwardness create a cognitive dissonance%% that holds them back
Interviews confirmed that %%social connection matters at all skill levels, emphasizing the need for flexible ways to meet new players%%
Forum analysis revealed five key preferences: %%handicap, experience level, location, age-span and gender%%
Used %%affinity mapping to brainstorm ideas and define core functions for the MVP%%
The survey showed that golfers are open to meeting new players, but many feel awkward taking the first step or don’t know where to find like-minded golfers. This revealed two main pain points: social hesitation and the absence of accessible platforms for connection.
Interviews confirmed that golfers across all experience levels value the social aspect of the game. Their differing preferences highlight the need for a flexible solution that supports natural, comfortable interaction while still encouraging new connections.
Affinity mapping translated research insights into a clear MVP and guided development of the app’s core functions.
Explore/
Links'Up Golf
Ideate | Prototype
Translating insights into core features
Affinity mapping and segment analysis transformed research insights into the app’s key features while guiding the visual identity design.
%%Studied conventional matchmaking apps to identify best practices for minimizing cognitive load%%
Developed a clean, timeless, and accessible visual identity %%suitable for all age groups%%
Designed the %%Find Friends feature, including filtering, search, dynamic results, and player profile interactions%%
Explored conventional design and filtering logic across matchmaking apps to identify ways of lowering cognitive load while maintaining usability and clarity for users.
The visual identity was designed to be clean, timeless, and accessible across ages. Initially, I avoided traditional “golf” colors, and tried reds & blues, but recognizing the app’s similarity to dating platforms, I went back to pair green with a modern peach accent to differentiate the visuals from the typical dating palettes.
For the MVP’s main feature, “Find Friends,” users can discover new players through filters or search. With only a few categories needed, I used checkbox filtering chips that update the results instantly. Location can be set by browsing counties, typing in a place, or using the “My Position” icon. Users can also search for specific players via the top-bar magnifier icon, using either name or Golf-ID.
As the user applies filters, the results update dynamically and display potential golf friends in a carousel. Each golfer profile shows their chips, bio, profile details, and profile picture. In the top bar, I added a “Back” icon and an “Add Friend” icon for quick navigation and actions.
Materialize/
Links'Up Golf
Test | Implement
Validating Design & Developer Collaboration
Validated key functions through user testing and created a reusable design system, gaining hands-on insight into both UX design and the developer workflow.
Built an %%interactive Figma prototype%% for core features
Tested the prototype with%% 9 participants across 3 age groups to ensure intuitive usability%%
%%Developed a scalable design system for efficient, reusable components%%
Created a Figma prototype and tested core functions with nine users across three age groups, confirming that the design was intuitive, relevant, and accessible.
Users moved smoothly through the flow until reaching a player profile, where the “Add Friend” icon wasn’t noticeable enough. Replacing it with a prominent CTA button under the username fixed the hierarchy issue and improved task confidence.
Developed a scalable design system to streamline development and support my developer, Viktor, ensuring consistency and efficiency.
Collaborated closely with Viktor, a React Native developer, gaining valuable insights into workflow and handover processes - a highly educational and enjoyable experience.
Insights/
Links'Up Golf
Key insights
Bringing this idea from concept to product was deeply rewarding. I led UX work end to end, made key production decisions, and collaborated closely with development. The core takeaway I carry forward is clear: %%effective design rarely starts from zero. Leveraging proven patterns saves time, reduces risk, and delivers stronger user outcomes.%%
End of case
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2026
