Skins


Gamify the game of golf. A golf app that offers popular betting games, guided gameplay, seamless wagering with friends, and automated scorekeeping.

PROJECT TYPE

Freelance - Product Design

CONTRIBUTION

Product Design Lead

YEAR

2020

COMPANY

Skins

OVERVIEW

Skins was a freelance project I joined through a network of former colleagues to lead design efforts. This moonlight project focused on the lucrative golf industry, specifically the side games that naturally occur during a traditional round. Skins aimed to provide players with a library of popular golf betting games, guided gameplay, seamless wagering with friends, and automated scorekeeping.

Over three years, the app evolved to include enhanced features, an expanded game library, and integration with GHIN (Golf Handicap & Information Network). Throughout this process, I led all design efforts, including brand identity, marketing campaigns, email outreach, and product design.

PROBLEM

Many golf apps help track scores, provide swing instruction, offer GPS tracking, and suggest clubs. However, none focused solely on side games played during a traditional round—games that add excitement through friendly wagers. The challenge is that most players don’t fully understand the rules, some games are more complex than others, and calculating payouts often defaults to trusting the player who knows the rules best.

The Skins App set out to eliminate this complexity, allowing players to focus on their game while handling all the math in the background and only requesting input when necessary. Adding to the challenge, not all games are the same—some require different player counts, while others allow multiple games to be layered.

Game discovery and education also needed a solution beyond a wall of confusing instructions. To uphold our core pillars of low friction and lightweight design, we needed to create a streamlined onboarding process that quickly gets players into the game with minimal effort.

Initial Design Thinking

The initial approach to the "Start a Match" surface relied on search and filters to navigate the game library. However, the team quickly realized that each game needed a distinct identity, branded to align with the Skins look and feel.

The "User Profile" surface served a dual purpose - tracking user activity while also acting as a hub for adding friends, managing groups, and selecting courses.

At the heart of the app was the "Gameplay" surface, designed to highlight player rankings and earnings. Each hole provided users with two key CTAs: place a side bet or view the scorecard.

This first version of the app was designed as a utility to enhance gameplay, not distract from it. It needed to provide a quick snapshot of player rankings, ensuring users could stay focused on their round while easily tracking their standing.

UI Evolution

After gathering feedback from stakeholders and early adopters, we refined the design to align with a newly established design system, ensuring consistency in icons, padding, and typography.

The Gameplay surface underwent a major redesign, introducing a unique rounded arch-scroll, allowing players to seamlessly navigate both holes and player standings simultaneously.

Game setup was streamlined into a single scrollable screen, accessible anytime via the flag icon. Additionally, the Round Payouts screen was designed to clearly display match results with a CTA to settle payments based on player standings.

Game icon Library

When a new game was added to the app, I developed a library of assets, including a unique game icon and a custom animation for each.

Video and Animation

A key part of each game was creating a how-to video that featured its animated game icon. I also repurposed these assets for the App Store preview video, ensuring a cohesive visual experience

Future Thinking

Thinking long-term for the app and building on what we've learned from market feedback, there’s a clear demand for offline content, deeper personalization, and a space for golf influencers to connect with their communities. We envision a dynamic content feed where Skins users can consume short-form golf videos, react to scores, and even place bets on games they’re not actively playing. The future of Skins is bright, with strong potential for growth and innovation in the golf tech space.


POST-LAUNCH RESULTS

50+

Unique games added to the library

+10K

+30k

Active users in the community

Rounds of golf played using Skins

Previous
Previous

Buy with Prime Consent Optimization

Next
Next

Spin