Andrei Carvalho

Work / Handy Golf

A golf web app grew into an ecosystem

What started as a relatively small golf product expanded into apps for golfers and coaches, a content library, and coach website templates. I designed the different parts as they emerged, keeping them connected across platforms, audiences, and visual themes.

Role
Head of Design
Scope
Product design across the ecosystem
Period
2023 — 2026
Platforms
iOS · Web
Tap to enlarge ↗ Four product surfaces across iOS and web.
4 surfaces Golfer and Coach App, HowTo Library and Coach Website Template
Multiple platforms Native iOS and web, built for different audiences and contexts
One ecosystem A shared visual language adapted to each environment
THE BEGINNING

A simple idea for learning golf

The project started with a relatively simple idea for a golf web app: a structured way to learn through lessons, series, and other golf content.

Tap to enlarge ↗ The original web app, before practice tools, coaching, and the content library were added.

Designing While It Was Moving

The product was still taking shape while I was designing it. New platforms, audiences, features, and needs kept appearing along the way, so the design had to evolve with them without losing sight of what was already there.

THE EXPANSION

From web app to native

The web app became a native iOS experience, expanding from structured learning into practice tools, games, swing analysis, and recording.

Tap to enlarge ↗ The native app introduced practice tools, games, and swing recording.
Tap to enlarge ↗ Practice tools were added alongside the existing learning content.
A NEW CHARACTER

Coaches found a place in the product

The Coach App gave coaches a place to create their own services — from in-person lessons and swing analysis to online lessons — and define how and where they worked. They could also create their own website directly from the app, simply by filling in a form and choosing a theme.

Tap to enlarge ↗ The coach app uses the same core component library as the golfer app, with five additional tokens defining its visual layer.
Tap to enlarge ↗ Coaches create their website by choosing content and a theme from the app.
CONTENT LIBRARY

Learning became part of the product itself

The HowTo Library connected golf problems with the tools that could help solve them. A golfer could discover a fix on the web and see how Handy Golf could help, or find the same guidance directly from the relevant feature inside the app.

Tap to enlarge ↗ The library covers both feature guidance and golf instruction, organized across four content types.
THE ECOSYSTEM

How everything connects

Four connected surfaces, each with its own role, platform, and audience.

Tap to enlarge ↗ The four surfaces organized by audience and platform, with the color tokens each one uses.
Tap to enlarge ↗ The iOS design system and component library, shared by the golfer and coach apps.
Tap to enlarge ↗ The web design system and component library, shared by the content library and the coach website template.
The remaining stories
NGN Insights, with tiles configured directly inside the product

Product Evolution

VisualCue

Every implementation required a lot of custom work, which made the product expensive and difficult to scale. The goal was to turn that process into something repeatable — giving customers enough control to configure the platform themselves, without having to understand everything happening underneath it.

View full case The EngageNow interaction running inside the virtual booth

Problem Solving

Grupo NGN

The platform provided by the event organizers was built for images and text. We wouldn't be able to bring the interaction we most wanted to the booth — EngageNow — until I discovered that its rich text field would render raw HTML. That small opening changed what the booth could become.

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