Tee Times — One Brand, One Booking

📣 Context

Tee Times sells golf holidays in Portugal and Spain: tee times, hotels, airport transfers and golf clubs. The business had grown into three separate websites under three different brands, none of them responsive.

Players had to work out which site to use, and the team was maintaining three products that told three different stories.

🏆 What Was Delivered

The new site replaced the three old ones soon after launch, and the business carried on with it after I left.

🥋 My Role

As Lead Product Designer I owned product design for the digital experience, and the alignment of brand, product and UX with the company's goals in the Iberian golf and tourism market.

I set the direction for the new brand on the web, the user flows, the interfaces and the design system, and stayed hands-on through design and front-end build to launch.

🧭 Key Decisions

• One brand before one website. Merging brands is as much an internal decision as a design one. Once the team agreed on one name and one story, the product decisions became much simpler.
• The whole holiday in one booking. Players add a hotel, a transfer or a package to the same booking as the tee time, instead of moving between sites.
• Live availability. Players search by course, region or town and see real-time tee times for courses in Portugal and Spain.
• Every trip in one place. A client area keeps current trips, history, reviews and settings together, with the status of each part of the booking (golf, hotel, transfer) visible at a glance.

🧠 Takeaways

• Merge the story before the software. Three products became one only after three brands became one.
• One product is easier to improve than three. One responsive site meant one booking flow to design, test and improve on every device, instead of three that worked on none of the small screens.