+
TITLEISTSitemap & Box Wireframes
+
Persona Navigation Mental Models
Brand Loyalist
NAVIGATION MENTAL MODELS
Needs:
• Get golf tips from players
• Stay up to date with Titleist
• Discuss golf with passionate players
Product Investigator
Needs:
• Learn about products
• Find where to get fitted and/or buy
Page 2 of 13
+SITEMAP
! 0.0 HOME [T1]
! 1.0 GOLF BALLS [T2]
1.1 Golf Balls [T3]!
! 1.1.1 Titleist Golf Ball Models [T4]
! 1.1.2 Titleist Pro V1 [T4]
! 1.1.3 Titleist Pro V1x [T4]
! 1.1.4 NXT Tour [T4]
! 1.1.5 NXT Tour S [T4]
! 1.1.6 Velocity [T4]
! 1.1.7 DT SoLo [T4]
1.2 Custom Golf Balls [T3]!
! 1.2.1 Custom Imprinting Tool [T6]
1.2 Golf Ball Fitting [T3]!
! 2.0 GOLF CLUBS [T2]
2.1 Drivers [T3]!
! 2.1.1 913D2 [T4]
! 2.1.2 913D3 [T4]
2.2 Fairways & Hybrids [T3]!
!
!
2.2.1 913F [T4]
!
2.2.2 913F.d Low Spin [T4]
2.2.3 913H [T4]
2.3 Irons [T4]!
! 2.3.1 AP1 [T4]
! 2.3.2 AP2 [T4]
! 2.3.3 CB [T4]
! 2.3.4 MB [T4]
! 2.3.5 712U [T4]
2.4 Vokey Wedges [T3]!
! 2.4.1 Spin Milled SM5 [T4]
! 2.4.2 Spin Milled SM4 [T4]
2.4.4 Vokey.com"
2.5 Scotty Cameron Putters!
! 2.5.2 Select [T4]
! 2.5.3 GoLo [T4]
! 2.5.4 Futura X [T4]
! 2.5.5 Putter Selection Guide [T4]
2.5.6 ScottyCameron.com"
2.6 Custom Clubs!
! 2.6.1 913H.d [T4]
! 2.6.2 712U [T4]
! 2.6.3 Titleist Custom Club [T6]
Options
2.7 Golf Club Fitting [T3]!
3.0 GOLF GEAR [T2]
3.1 Gloves [T3]!
! 3.1.1 Players™ [T4]
! 3.1.2 Players-Flex™ [T4]
! 3.1.3 Perma-Soft ® [T4]
3.2 Bags [T3]!
! 3.2.1 Cart Bags [T4]
! 3.2.2 Stand Bags [T4]
3.3 Headwear [T3]
! 3.3.1 Fitted [T4]
! 3.3.2 Adjustable [T4]
! 3.3.3 Visors & Sun [T4]
! 3.3.4 Women's [T4]
! 3.3.5 Junior's [T4]
! 3.3.6 Team [T4]
3.4 Accessories [T3]!
!
3.4.1 Travel Gear [T4]
3.4.2 Wheeled Travel Gear [T4]
3.4.3 Accessories [T4]
3.5 Custom Accessories [T3]!
0.2 Golf Shop & Fitting Locator [T14]!
UTILITY
0.4 Newsletter [T16]!
! 4.0 TITLEIST STORY [T7]
4.1 History & Innovation!
4.2 Technology!
4.3 By Golfers for Golfers
! 5.0 [AMBASSADORS] [T8]
By Nationality
6.0 INSIDE TITLEIST [T10]
Videos
Articles
Product Updates
! 7.0 TEAM TITLEIST COMMUNITY [T12]
7.1 Discussions [T12]
7.1.1 Golf Balls!
!
7.1.2 Ball Fitting!
7.1.3 Golf Clubs!
7.1.4 Vokey Wedges!
7.1.5 Club Fitting!
7.1.6 On Tour!
7.1.7 Golf Tips!
7.1.8 Travel!
7.1.9 General!
7.2 Sweepstakes [T3]!
7.2.1 Current Sweepstakes [T16]!
7.2.2 Previous Sweepstakes [T16]!
7.2.3 Sweepstakes Winners [T16]!
7.2.4 Sweepstakes Finalists [T16]!
PRODUCT INVESTIGATOR BUSINESS GOAL BRAND LOYALIST
2.8 Golf Club Trial [T3]!
0.6 My Profile [T15]
0.6.1 My Game [T15]
!
PROFILE UTILITY
!
0.6.2 My Bag [T15]!
0.6.4 Friends [T15]!
0.6.5 Inbox [T15]!
4.2.1 Previous Models
0.6.3 My Wish List [T15]!
FOOTER
Connect with Us
7.0 Team Titleist [T12]
Community
F.4 Facebook
F.5 Twitter
F.6 YouTube
0.4 Newsletter [T16]
About Titleist
F.8 Contact [T16]
F.9 FAQs [T16]
F.10 Hole-In-One Stories [T16]
F.13 Patents [T16]
F.14 Unsubscribe [T16]
F.15 Privacy [T16]
F.16 Legal [T16]
F.17 Supplier Citizenship [T16]
F.18 Community Policy [T16]
!
!
!
!
!
!
!
!
!
"
"
"
0.3 Customize Products [T3]!
By Gender
By Rank
#
#
#
By Content Type#
By Topic#
Featured
Tips From the Tour
Tour News
In the Bag
Hole-In-One Stories
Golf Balls
Golf Clubs
!
!
!
F.11 Employment [T16]
F.12 Brand Protection [T16]
!
!
!
!
!
3.6 2014 Accessories Catalog$
!
5.X Player Details [T9] Article Pages [T11]% % Discussion Detail Pages [T13]%
0.1 Language/Internationalization
F.1 Titleist Performance
Institute
F.2 Scotty Cameron
Fine Milled Putters
"
F.3 BV Vokey Design
"
"
F.7 About Us [T16]
!
Sites
TEMPLATES
T1 Home Page
T2 Landing Page
T3 Product Page
T4 Product Detail
T5 Product Comparison
T6 Product Customization
T7 Long Scroll Page
T8 Pro Players
T9 Player Detail
T10 Inside Titleist
T11 Article Page
T12 Team Titleist Community
T13 Discussion Detail Page
T14 Golf Shop & Fitting Locator
T15 Profile
T16 Basic Page
KEY
! Page
% Page Stack
" Links off site
$ Download
# Filter
Fitting Equipment
Improving Game
!
!
Additional Options:
• Pro Players
• Pros
• Players
• Professional Golfers
• Tour Players
Page 3 of 13
+GLOBAL NAVIGATION & FOOTER
Search & Your Profile '
GOLF BALLSPrimary
Header Utility
GOLF CLUBS GOLF GEAR ' TITLEIST STORY [AMBASSADORS] INSIDE TITLEIST' ' ' ' ' TEAM TITLEIST COMMUNITY '
Golf Shop & Fitting Locator | Customize Products | Newsletter
Navigation Option 2
Footer
Connect With Us
Team Titleist Community
Facebook
Twitter
YouTube
About Titleist
About Us
Contact
FAQs
Hole-In-One Stories
Patents
Unsubscribe
Privacy
Legal
Supplier Citizenship
Community Policy
Employment
Brand Protection
Titleist
Performance
Institute
Scotty J Cameron
Fine Milled Putters
BV
Vokey Design
( '
Search & Your Profile '
GOLF BALLSPrimary
Header Utility
GOLF CLUBS GOLF GEAR ' TITLEIST STORY [COMMUNITY TBD]' ' ' '
Golf Shop & Fitting Locator | Customize Products | Newsletter
Navigation Option 1
('
Navigation Title Language TBD
• [Ambassadors] or Players
• Inside Titleist (Articles & Videos)
• Team Titleist (Discussions)
Page 4 of 13
+TEMPLATES
T1
HOME PAGE
T2
LANDING PAGE
T3
PRODUCT LISTING
T4
PRODUCT DETAIL
T7
LONG SCROLL
PAGE
[AMBASSADORS]
PLAYERS DETAIL INSIDE TITLEIST ARTICLE PAGE TEAM TITLEIST
COMMUNITY
DISCUSSION
DETAIL PAGES
BASIC PAGEPROFILEGOLF SHOP &
FITTING LOCATOR
T5
PRODUCT
COMPARISON
T8
T9 T10 T11
T6
PRODUCT
CUSTOMIZATION
(Tool or product page feature)
T12 T13 T14 T15 T16
COMMUNITY (TBD)
T17
Community (TBD)
This page is a unique template that
could be used for navigation option 1.
A T2 page template could also be
used to simplify the landing page.
Page 5 of 13
+DELIVERABLES EVOLUTION
BOX WIREFRAME DETAILED WIREFRAME FINAL DESIGN Box Wireframes
Box wireframes are a guide to help discover template
requirements and communication objectives for the new
Titleist website.
Box wireframes are used to visually represent structure,
priority and functionality of a page. Box wireframes will be
translated into detailed wireframes and final designs.
Page 6 of 13
+
TONE
UX FRAMEWORK
Where Performance Meets Passion
PREMIUM
PRODUCTS &
CRAFTSMANSHIP
TIMELY
CONTENT
BRAND/COMMUNITY
ENGAGEMENT
Encourages trust and
engagement between
serious golfers and the
brand. Helps keep
Titleist front of mind,
even when users aren’t
actively looking for
products or equipment.
Provides relevant
content that is timely,
informative and useful to
any serious golfer.
Continues to help
solidify Titleist as a
trusted leader in golf.
Showcases the premium
quality of Titleist
products/equipment
while demonstrating the
impact they have on
every golfer's game.
Brand Loyalist
Their Goal:
• Stay up to date with
what’s happening at
Titleist.
• Check Team Titleist
discussions.
• Get golf tips from
players to improve
game.
Their Goal:
• Learn about Titleist
products to inform a
future purchase.
• Find a dealer and
fitting/demo day
events.
Product Investigator Brand Loyalist
Their Goal:
• Stay up to date with
what’s happening at
Titleist.
• Check Team Titleist
discussions.
• Get golf tips from
players to improve
game.
DIFFERENTIATOR INTERACTIONS
PREMIUM PRODUCTS &
CRAFTSMANSHIP
BRAND/COMMUNITY
ENGAGEMENT
TIMELY
CONTENT
Page 7 of 13
+
HEADER & NAVIGATION
FOOTER
HOME PAGE
T1 Home Page
The home page is a content hub for golfers
encouraging investigation of new products as well
as providing ways to explore lifestyle and
entertainment content.
USED FOR:
0.0 Home Page
REQUIREMENTS MATRIX:
R12 Timely and relevant content
R16 Titleist golf balls are for every level of golfer
R17 Golf ball education content on the home page
R25 Usage stats
R28 Communicate the value of Team Titleist
R29 Highlight what Team Titleist is in the main navigation
R29 Integrate Team Titleist discussions
R31 Indicate new and fresh content
R32 Prioritize content for weekdays and weekends
R41 Personalized content
R42 Trending discussions on home page
R44 Strengthen #1 position with a consistent brand position across
global markets
R45 Leveraging this distinctive loyalist community and feature it
throughout the site
Hero Slider
All hero slides will highlight the premium products and craftsmanship brand message.
Hero Slider
Titleist content editors will have the ability to
feature different content in the slider.
Suggested Content:
• Products & New Product Launches
• Campaign Content
• Tour & Player Content
• PR in markets
Background Image
Background image of a golf course.
Suggested Content:
• Tournament Course
• Aspirational course near golfer
Inside Titleist
Timely and living content to help educate golfers.
Golf Ball Education
Highlights golf ball fitting
information.
Product Spotlight
Titleist can choose to feature a product or product line to feature.
Team Titleist Discussions
Introduces Team Titleist and encourages trust
and engagement with other loyalists and Titleist.
Ambassadors
Titleist can select aspirational players to showcase premium products.
PREMIUM PRODUCTS & CRAFTSMANSHIP
TIMELY CONTENT PREMIUM PRODUCTS & CRAFTSMANSHIP
Timely Content
Providing relevant content
based on current events
and local activity.
TIMELY CONTENT
PREMIUM PRODUCTS & CRAFTSMANSHIP
BRAND/COMMUNITY ENGAGEMENT
PREMIUM PRODUCTS & CRAFTSMANSHIP
Pro Players
The different Titleist markets can choose to feature
players specific to their markets. If the golfer is logged
in this content will be customized to show players that
the member has chosen to follow.
Timely Content
We have seen from the analytics that users are looking
for different content at the beginning of the work week
than on the weekends. We wanted to push this
concept further to give them immediately relevant
content based on events and what is happening in the
golfer's location at the moment.
Suggested Content:
• Fitting Locations Near You
• Courses Near You
• Relevant Products
• Relevant Article & Video Content
P
P
P P
P
KEY
Product
Investigator
Brand
Loyalist
Personalized
Content
P
PERSONALIZATION LEVELS
LEVEL 0 LEVEL 1 LEVEL 2
The site doesn't
know anything about
the user.
• The site displays
default content.
The site personalizes
content based on
the visit.
• Retargeting from
entry information.
• Location from the
users IP address.
• Selections made
previously by the
user on the site.
• Previous pages
visited on the site.
The site personalizes
content based
on information
specifically given
to Titleist.
• Profile information
• My game stats
• Surveys
Page 8 of 13
+
HEADER & NAVIGATION
FOOTER
Related Products
Encouraging golfers to keep exploring
and investigating additional products.
PREMIUM PRODUCTS & CRAFTSMANSHIP
Related Ambassadors
Displays players who use this line
of products.
PREMIUM PRODUCTS & CRAFTSMANSHIP
PRODUCT PAGE
T4 Product Detail Page
Highlighting the Titleist technology story and adding
engaging content from real golfers.
Transform product education content (especially
golf ball) into fun, exciting and educational content.
USED FOR:
All Product Pages
REQUIREMENTS MATRIX:
R14 Interest in golf clubs and bags
R16 Titleist golf balls are for every level of golfer
R18 Interactive golf ball content
R19 Feature golf ball content on club pages
R20 The science of Titleist
R21 Interactive product features
R25 Usage stats
R26 Product comparison
R27 Connect golfers to products
R29 Integrate Team Titleist discussions
R36 Player data (My Game & Team Titleist)
R40 Tailored recommendations
R41 Personalized content
R45 Leveraging this distinctive loyalist community and feature it
throughout the site
Product Information
Introduces the product and gives high
level value proposition.
The Invention of the Product
This section tells the story of why the product was developed and
what improvements were made.
Technology + Performance
An interactive area where golfers can see how the Titleist
technology will impact their game.
Specs
The area where golfers can read all of the specs and other
detailed information on the product.
Community Engagement
Discussions tagged with this product will pull in. Golfers will be
able to see what other Team Titleist community members are
saying about the product.
Call to Action
Find a golf shop
Share product
Save to wish list/profile
Compare products
In Page Navigation
Helping golfers to quickly get to the relevant
information they need.
PREMIUM PRODUCTS & CRAFTSMANSHIP
PREMIUM PRODUCTS & CRAFTSMANSHIP
PREMIUM PRODUCTS & CRAFTSMANSHIP
PREMIUM PRODUCTS & CRAFTSMANSHIP
BRAND/COMMUNITY ENGAGEMENT
Lifestyle Content
Articles and Videos tagged with this product will pull in.
TIMELY CONTENT
Related Products
This area allows Titleist to cross-sell golf balls on golf
club pages. If a user has logged in, this would be
related products based on "What's in your bag" or what
products the member has recently looked at on the
site.
Technology + Performance
If the member has logged in the area will populate with
custom stats based on any existing my game profile
information.
Suggested Content:
• Showing current member data on fairways hit and
how that specific product could help. This would in
turn influence the member's purchase decision.
P
P
P
P
KEY
Product
Investigator
Brand
Loyalist
Personalized
Content
P
PERSONALIZATION LEVELS
LEVEL 0 LEVEL 1 LEVEL 2
The site doesn't
know anything about
the user.
• The site displays
default content.
The site personalizes
content based on
the visit.
• Retargeting from
entry information.
• Location from the
users IP address.
• Selections made
previously by the
user on the site.
• Previous pages
visited on the site.
The site personalizes
content based
on information
specifically given
to Titleist.
• Profile information
• My game stats
• Surveys
Page 9 of 13
+TITLEIST STORY
T7 Long Scroll Page
The Titleist story page celebrates the history of
Titleist and the legacy around the technology and
craftsmanship of Titleist products.
USED FOR:
4.0 Titleist Story
REQUIREMENTS MATRIX:
R15 Elevate technology section
R20 The science of Titleist
R21 The art of Titleist
R23 Timeline
R42 Unique template to help bridge the gap between technology and
how it impacts performance
HEADER & NAVIGATION
FOOTER
History of Innovation
Introduces the timeline long scrolling page showcasing the history
and innovation of the Titleist brand.
Timeline
The timeline will showcase some of the previous
models of Titleist products linking off to see all
previous products.
PREMIUM PRODUCTS & CRAFTSMANSHIP
Technology + Performance
Highlights the pride Titleist takes in making products with the best
technology. Conveys the message that only the best products are
developed and released.
Technology + Performance
This page will be high level, showcasing the premium
aspect of the products and technology. Product
specific examples of technology will exist on individual
product pages. This allows for ease of keeping content
current with minimal effort.
PREMIUM PRODUCTS & CRAFTSMANSHIP
By Golfers for Golfers
Conveys the Titleist passion around research and craftsmanship of
premium products.
PREMIUM PRODUCTS & CRAFTSMANSHIP
KEY
Product
Investigator
Brand
Loyalist
Personalized
Content
P
PERSONALIZATION LEVELS
LEVEL 0 LEVEL 1 LEVEL 2
The site doesn't
know anything about
the user.
• The site displays
default content.
The site personalizes
content based on
the visit.
• Retargeting from
entry information.
• Location from the
users IP address.
• Selections made
previously by the
user on the site.
• Previous pages
visited on the site.
The site personalizes
content based
on information
specifically given
to Titleist.
• Profile information
• My game stats
• Surveys
Page 10 of 13
+INSIDE TITLEIST
T10 Inside Titleist
A valuable content resource connecting golfers to
products. This is a separate area of the site
establishing Titleist as a leader in timely and
relevant lifestyle content.
USED FOR:
6.0 Inside Titleist
REQUIREMENTS MATRIX:
R12 Timely and relevant content
R28 Communicate the value of Team Titleist
R31 Indicate new and fresh content
R32 Give blog and thought leadership its own section
R41 Personalized content
HEADER & NAVIGATION
FOOTER
Photo/Video
Featured Content
Photo
Video
Titleist will have the ability to
curate the content in this section
to showcase premium content.
Share
All Types ' Topics ' Most Recent '
Exploratory Layout
The "mashable" style layout allows golfers to explore
content. From the analytics we have seen that golfers
are very interested in this content during the week.
Giving this section prominence will allow the golfer to
navigate directly to this section and become immersed
in this content.
TIMELY CONTENT
TOPIC
Browse
Engaging sharable articles
and videos.
TIMELY CONTENT
Engaging sharable articles
and videos.
TIMELY CONTENT
TOPIC
Featured Content
This will allow Titleist to highlight more lifestyle content
during the week and more product focused content on
the weekend. If the user has logged into the site this
content could be customized based on content they
have saved to their profile.
Save
Share Save
Video
Engaging sharable articles
and videos.
TOPIC
Share Save
Video
Engaging sharable articles
and videos.
TIMELY CONTENT
TOPIC
Share Save
Video
Engaging sharable articles
and videos.
TIMELY CONTENT
TOPIC
Share Save
Photo
Share
TOPIC
Engaging sharable articles
and videos.
SavePhoto
TOPIC
FOOTER
Product Spotlight
All content will cross promote
relevant products & expose golfers
to new products or products they
may not be aware of.
PREMIUM PRODUCTS & CRAFTSMANSHIP
Call to Action
Share on social media
Save to profile
BRAND/COMMUNITY ENGAGEMENT
P
TOPIC
KEY
Product
Investigator
Brand
Loyalist
Personalized
Content
P
PERSONALIZATION LEVELS
LEVEL 0 LEVEL 1 LEVEL 2
The site doesn't
know anything about
the user.
• The site displays
default content.
The site personalizes
content based on
the visit.
• Retargeting from
entry information.
• Location from the
users IP address.
• Selections made
previously by the
user on the site.
• Previous pages
visited on the site.
The site personalizes
content based
on information
specifically given
to Titleist.
• Profile information
• My game stats
• Surveys
Page 11 of 13
+ARTICLE/VIDEO PAGE
T11 Article/Video Page
Timely and relevant content made by golfers, for
golfers. Content connects golfers to Titleist and
each other creating engagement.
USED FOR:
6.X Article Detail Pages
REQUIREMENTS MATRIX:
R11 Tips from tour discussions
R12 Timely and relevant content
R13 Expand tour player "In the Bag" content
R29 Integrate Team Titleist discussions
R34 Editorial "My Bag" content from members
R35 Team Titleist golfer stories
R40 Tailored recommendations
R41 Personalized content
HEADER & NAVIGATION
FOOTER
Photo/Video
Comments
Comments allow members to interact with each
other and the brand.
Get Started with these Products
Cross promote relevant products & expose
golfers to new products or products they may not
be aware of.
Article Content
Engaging article content.
Related Articles
Related articles with
similar topic tags.
TIMELY CONTENT
TIMELY CONTENT
Call to Action
Share on social media
Save to profile
Become a Team Titleist Member
BRAND/COMMUNITY ENGAGEMENT
BRAND/COMMUNITY ENGAGEMENT
PREMIUM PRODUCTS & CRAFTSMANSHIP
Related Discussions
Related Team Titleist
discussions with similar
topic tags.
TIMELY CONTENT
BRAND/COMMUNITY ENGAGEMENT
Related Products
This area helps Titleist to cross-sell golf balls on article
pages. If a user has logged in this would be related
products based on "What's in your bag" or what other
products the member has recently looked at on the
site.
P
KEY
Product
Investigator
Brand
Loyalist
Personalized
Content
P
PERSONALIZATION LEVELS
LEVEL 0 LEVEL 1 LEVEL 2
The site doesn't
know anything about
the user.
• The site displays
default content.
The site personalizes
content based on
the visit.
• Retargeting from
entry information.
• Location from the
users IP address.
• Selections made
previously by the
user on the site.
• Previous pages
visited on the site.
The site personalizes
content based
on information
specifically given
to Titleist.
• Profile information
• My game stats
• Surveys
Page 12 of 13
+COMMUNITY (TBD)
T2/T17 Community Page
Bridging the gap between the Titleist expert content,
pro player lifestyle content, and user generated
content from the serious golfer.
REQUIREMENTS MATRIX:
R12 Timely and relevant content
R13 Expand tour player "In the Bag" content
R28 Communicate the value of Team Titleist
R29 Integrate Team Titleist discussions
R31 Indicate new and fresh content
R32 Give blog and thought leadership its own section
R34 Editorial "My Bag" content from members
R41 Personalized content
HEADER & NAVIGATION
FOOTER
Feature Area
Titleist will have the ability to curate and feature user generated content.
New Team Titleist Members
Populates with new community
members.
Ambassadors
Lifestyle content
from players.
BRAND/COMMUNITY ENGAGEMENT
TIMELY CONTENT
KEY
Product
Investigator
Brand
Loyalist
Personalized
Content
P
PERSONALIZATION LEVELS
LEVEL 0 LEVEL 1 LEVEL 2
The site doesn't
know anything about
the user.
• The site displays
default content.
The site personalizes
content based on
the visit.
• Retargeting from
entry information.
• Location from the
users IP address.
• Selections made
previously by the
user on the site.
• Previous pages
visited on the site.
The site personalizes
content based
on information
specifically given
to Titleist.
• Profile information
• My game stats
• Surveys
Join Team Titleist
Introduces the Team Titleist community and conveys the
benefits of becoming a member.
BRAND/COMMUNITY ENGAGEMENT
Timely Content
Timely and living content to help
educate golfers.
TIMELY CONTENT
Team Titleist Discussions
Encourages trust and engagement with other
loyalists and Titleist.
BRAND/COMMUNITY ENGAGEMENT
P
BRAND/COMMUNITY ENGAGEMENT
Featured Members
Telling authentic stories of
important contributors to the
community.
BRAND/COMMUNITY ENGAGEMENT
Ambassadors
Many of the respondents of the site user survey expressed
interest in more detailed and personal content about players.
This area focuses on that unique editorial/lifestyle content.
• Featured what's in the bag (video, article, interactive piece)
• Golf club set make up
• Instructional videos
• Videos that reveal personal characters and quirks
This content will be flexible so that players updating their
specs will not impact keeping content up to date.
Player pages will allow for additional content tagged to a
player's page if available.
Page 13 of 13

Titleist - Sitemap & Box Wireframes

  • 1.
  • 2.
    + Persona Navigation MentalModels Brand Loyalist NAVIGATION MENTAL MODELS Needs: • Get golf tips from players • Stay up to date with Titleist • Discuss golf with passionate players Product Investigator Needs: • Learn about products • Find where to get fitted and/or buy Page 2 of 13
  • 3.
    +SITEMAP ! 0.0 HOME[T1] ! 1.0 GOLF BALLS [T2] 1.1 Golf Balls [T3]! ! 1.1.1 Titleist Golf Ball Models [T4] ! 1.1.2 Titleist Pro V1 [T4] ! 1.1.3 Titleist Pro V1x [T4] ! 1.1.4 NXT Tour [T4] ! 1.1.5 NXT Tour S [T4] ! 1.1.6 Velocity [T4] ! 1.1.7 DT SoLo [T4] 1.2 Custom Golf Balls [T3]! ! 1.2.1 Custom Imprinting Tool [T6] 1.2 Golf Ball Fitting [T3]! ! 2.0 GOLF CLUBS [T2] 2.1 Drivers [T3]! ! 2.1.1 913D2 [T4] ! 2.1.2 913D3 [T4] 2.2 Fairways & Hybrids [T3]! ! ! 2.2.1 913F [T4] ! 2.2.2 913F.d Low Spin [T4] 2.2.3 913H [T4] 2.3 Irons [T4]! ! 2.3.1 AP1 [T4] ! 2.3.2 AP2 [T4] ! 2.3.3 CB [T4] ! 2.3.4 MB [T4] ! 2.3.5 712U [T4] 2.4 Vokey Wedges [T3]! ! 2.4.1 Spin Milled SM5 [T4] ! 2.4.2 Spin Milled SM4 [T4] 2.4.4 Vokey.com" 2.5 Scotty Cameron Putters! ! 2.5.2 Select [T4] ! 2.5.3 GoLo [T4] ! 2.5.4 Futura X [T4] ! 2.5.5 Putter Selection Guide [T4] 2.5.6 ScottyCameron.com" 2.6 Custom Clubs! ! 2.6.1 913H.d [T4] ! 2.6.2 712U [T4] ! 2.6.3 Titleist Custom Club [T6] Options 2.7 Golf Club Fitting [T3]! 3.0 GOLF GEAR [T2] 3.1 Gloves [T3]! ! 3.1.1 Players™ [T4] ! 3.1.2 Players-Flex™ [T4] ! 3.1.3 Perma-Soft ® [T4] 3.2 Bags [T3]! ! 3.2.1 Cart Bags [T4] ! 3.2.2 Stand Bags [T4] 3.3 Headwear [T3] ! 3.3.1 Fitted [T4] ! 3.3.2 Adjustable [T4] ! 3.3.3 Visors & Sun [T4] ! 3.3.4 Women's [T4] ! 3.3.5 Junior's [T4] ! 3.3.6 Team [T4] 3.4 Accessories [T3]! ! 3.4.1 Travel Gear [T4] 3.4.2 Wheeled Travel Gear [T4] 3.4.3 Accessories [T4] 3.5 Custom Accessories [T3]! 0.2 Golf Shop & Fitting Locator [T14]! UTILITY 0.4 Newsletter [T16]! ! 4.0 TITLEIST STORY [T7] 4.1 History & Innovation! 4.2 Technology! 4.3 By Golfers for Golfers ! 5.0 [AMBASSADORS] [T8] By Nationality 6.0 INSIDE TITLEIST [T10] Videos Articles Product Updates ! 7.0 TEAM TITLEIST COMMUNITY [T12] 7.1 Discussions [T12] 7.1.1 Golf Balls! ! 7.1.2 Ball Fitting! 7.1.3 Golf Clubs! 7.1.4 Vokey Wedges! 7.1.5 Club Fitting! 7.1.6 On Tour! 7.1.7 Golf Tips! 7.1.8 Travel! 7.1.9 General! 7.2 Sweepstakes [T3]! 7.2.1 Current Sweepstakes [T16]! 7.2.2 Previous Sweepstakes [T16]! 7.2.3 Sweepstakes Winners [T16]! 7.2.4 Sweepstakes Finalists [T16]! PRODUCT INVESTIGATOR BUSINESS GOAL BRAND LOYALIST 2.8 Golf Club Trial [T3]! 0.6 My Profile [T15] 0.6.1 My Game [T15] ! PROFILE UTILITY ! 0.6.2 My Bag [T15]! 0.6.4 Friends [T15]! 0.6.5 Inbox [T15]! 4.2.1 Previous Models 0.6.3 My Wish List [T15]! FOOTER Connect with Us 7.0 Team Titleist [T12] Community F.4 Facebook F.5 Twitter F.6 YouTube 0.4 Newsletter [T16] About Titleist F.8 Contact [T16] F.9 FAQs [T16] F.10 Hole-In-One Stories [T16] F.13 Patents [T16] F.14 Unsubscribe [T16] F.15 Privacy [T16] F.16 Legal [T16] F.17 Supplier Citizenship [T16] F.18 Community Policy [T16] ! ! ! ! ! ! ! ! ! " " " 0.3 Customize Products [T3]! By Gender By Rank # # # By Content Type# By Topic# Featured Tips From the Tour Tour News In the Bag Hole-In-One Stories Golf Balls Golf Clubs ! ! ! F.11 Employment [T16] F.12 Brand Protection [T16] ! ! ! ! ! 3.6 2014 Accessories Catalog$ ! 5.X Player Details [T9] Article Pages [T11]% % Discussion Detail Pages [T13]% 0.1 Language/Internationalization F.1 Titleist Performance Institute F.2 Scotty Cameron Fine Milled Putters " F.3 BV Vokey Design " " F.7 About Us [T16] ! Sites TEMPLATES T1 Home Page T2 Landing Page T3 Product Page T4 Product Detail T5 Product Comparison T6 Product Customization T7 Long Scroll Page T8 Pro Players T9 Player Detail T10 Inside Titleist T11 Article Page T12 Team Titleist Community T13 Discussion Detail Page T14 Golf Shop & Fitting Locator T15 Profile T16 Basic Page KEY ! Page % Page Stack " Links off site $ Download # Filter Fitting Equipment Improving Game ! ! Additional Options: • Pro Players • Pros • Players • Professional Golfers • Tour Players Page 3 of 13
  • 4.
    +GLOBAL NAVIGATION &FOOTER Search & Your Profile ' GOLF BALLSPrimary Header Utility GOLF CLUBS GOLF GEAR ' TITLEIST STORY [AMBASSADORS] INSIDE TITLEIST' ' ' ' ' TEAM TITLEIST COMMUNITY ' Golf Shop & Fitting Locator | Customize Products | Newsletter Navigation Option 2 Footer Connect With Us Team Titleist Community Facebook Twitter YouTube About Titleist About Us Contact FAQs Hole-In-One Stories Patents Unsubscribe Privacy Legal Supplier Citizenship Community Policy Employment Brand Protection Titleist Performance Institute Scotty J Cameron Fine Milled Putters BV Vokey Design ( ' Search & Your Profile ' GOLF BALLSPrimary Header Utility GOLF CLUBS GOLF GEAR ' TITLEIST STORY [COMMUNITY TBD]' ' ' ' Golf Shop & Fitting Locator | Customize Products | Newsletter Navigation Option 1 (' Navigation Title Language TBD • [Ambassadors] or Players • Inside Titleist (Articles & Videos) • Team Titleist (Discussions) Page 4 of 13
  • 5.
    +TEMPLATES T1 HOME PAGE T2 LANDING PAGE T3 PRODUCTLISTING T4 PRODUCT DETAIL T7 LONG SCROLL PAGE [AMBASSADORS] PLAYERS DETAIL INSIDE TITLEIST ARTICLE PAGE TEAM TITLEIST COMMUNITY DISCUSSION DETAIL PAGES BASIC PAGEPROFILEGOLF SHOP & FITTING LOCATOR T5 PRODUCT COMPARISON T8 T9 T10 T11 T6 PRODUCT CUSTOMIZATION (Tool or product page feature) T12 T13 T14 T15 T16 COMMUNITY (TBD) T17 Community (TBD) This page is a unique template that could be used for navigation option 1. A T2 page template could also be used to simplify the landing page. Page 5 of 13
  • 6.
    +DELIVERABLES EVOLUTION BOX WIREFRAMEDETAILED WIREFRAME FINAL DESIGN Box Wireframes Box wireframes are a guide to help discover template requirements and communication objectives for the new Titleist website. Box wireframes are used to visually represent structure, priority and functionality of a page. Box wireframes will be translated into detailed wireframes and final designs. Page 6 of 13
  • 7.
    + TONE UX FRAMEWORK Where PerformanceMeets Passion PREMIUM PRODUCTS & CRAFTSMANSHIP TIMELY CONTENT BRAND/COMMUNITY ENGAGEMENT Encourages trust and engagement between serious golfers and the brand. Helps keep Titleist front of mind, even when users aren’t actively looking for products or equipment. Provides relevant content that is timely, informative and useful to any serious golfer. Continues to help solidify Titleist as a trusted leader in golf. Showcases the premium quality of Titleist products/equipment while demonstrating the impact they have on every golfer's game. Brand Loyalist Their Goal: • Stay up to date with what’s happening at Titleist. • Check Team Titleist discussions. • Get golf tips from players to improve game. Their Goal: • Learn about Titleist products to inform a future purchase. • Find a dealer and fitting/demo day events. Product Investigator Brand Loyalist Their Goal: • Stay up to date with what’s happening at Titleist. • Check Team Titleist discussions. • Get golf tips from players to improve game. DIFFERENTIATOR INTERACTIONS PREMIUM PRODUCTS & CRAFTSMANSHIP BRAND/COMMUNITY ENGAGEMENT TIMELY CONTENT Page 7 of 13
  • 8.
    + HEADER & NAVIGATION FOOTER HOMEPAGE T1 Home Page The home page is a content hub for golfers encouraging investigation of new products as well as providing ways to explore lifestyle and entertainment content. USED FOR: 0.0 Home Page REQUIREMENTS MATRIX: R12 Timely and relevant content R16 Titleist golf balls are for every level of golfer R17 Golf ball education content on the home page R25 Usage stats R28 Communicate the value of Team Titleist R29 Highlight what Team Titleist is in the main navigation R29 Integrate Team Titleist discussions R31 Indicate new and fresh content R32 Prioritize content for weekdays and weekends R41 Personalized content R42 Trending discussions on home page R44 Strengthen #1 position with a consistent brand position across global markets R45 Leveraging this distinctive loyalist community and feature it throughout the site Hero Slider All hero slides will highlight the premium products and craftsmanship brand message. Hero Slider Titleist content editors will have the ability to feature different content in the slider. Suggested Content: • Products & New Product Launches • Campaign Content • Tour & Player Content • PR in markets Background Image Background image of a golf course. Suggested Content: • Tournament Course • Aspirational course near golfer Inside Titleist Timely and living content to help educate golfers. Golf Ball Education Highlights golf ball fitting information. Product Spotlight Titleist can choose to feature a product or product line to feature. Team Titleist Discussions Introduces Team Titleist and encourages trust and engagement with other loyalists and Titleist. Ambassadors Titleist can select aspirational players to showcase premium products. PREMIUM PRODUCTS & CRAFTSMANSHIP TIMELY CONTENT PREMIUM PRODUCTS & CRAFTSMANSHIP Timely Content Providing relevant content based on current events and local activity. TIMELY CONTENT PREMIUM PRODUCTS & CRAFTSMANSHIP BRAND/COMMUNITY ENGAGEMENT PREMIUM PRODUCTS & CRAFTSMANSHIP Pro Players The different Titleist markets can choose to feature players specific to their markets. If the golfer is logged in this content will be customized to show players that the member has chosen to follow. Timely Content We have seen from the analytics that users are looking for different content at the beginning of the work week than on the weekends. We wanted to push this concept further to give them immediately relevant content based on events and what is happening in the golfer's location at the moment. Suggested Content: • Fitting Locations Near You • Courses Near You • Relevant Products • Relevant Article & Video Content P P P P P KEY Product Investigator Brand Loyalist Personalized Content P PERSONALIZATION LEVELS LEVEL 0 LEVEL 1 LEVEL 2 The site doesn't know anything about the user. • The site displays default content. The site personalizes content based on the visit. • Retargeting from entry information. • Location from the users IP address. • Selections made previously by the user on the site. • Previous pages visited on the site. The site personalizes content based on information specifically given to Titleist. • Profile information • My game stats • Surveys Page 8 of 13
  • 9.
    + HEADER & NAVIGATION FOOTER RelatedProducts Encouraging golfers to keep exploring and investigating additional products. PREMIUM PRODUCTS & CRAFTSMANSHIP Related Ambassadors Displays players who use this line of products. PREMIUM PRODUCTS & CRAFTSMANSHIP PRODUCT PAGE T4 Product Detail Page Highlighting the Titleist technology story and adding engaging content from real golfers. Transform product education content (especially golf ball) into fun, exciting and educational content. USED FOR: All Product Pages REQUIREMENTS MATRIX: R14 Interest in golf clubs and bags R16 Titleist golf balls are for every level of golfer R18 Interactive golf ball content R19 Feature golf ball content on club pages R20 The science of Titleist R21 Interactive product features R25 Usage stats R26 Product comparison R27 Connect golfers to products R29 Integrate Team Titleist discussions R36 Player data (My Game & Team Titleist) R40 Tailored recommendations R41 Personalized content R45 Leveraging this distinctive loyalist community and feature it throughout the site Product Information Introduces the product and gives high level value proposition. The Invention of the Product This section tells the story of why the product was developed and what improvements were made. Technology + Performance An interactive area where golfers can see how the Titleist technology will impact their game. Specs The area where golfers can read all of the specs and other detailed information on the product. Community Engagement Discussions tagged with this product will pull in. Golfers will be able to see what other Team Titleist community members are saying about the product. Call to Action Find a golf shop Share product Save to wish list/profile Compare products In Page Navigation Helping golfers to quickly get to the relevant information they need. PREMIUM PRODUCTS & CRAFTSMANSHIP PREMIUM PRODUCTS & CRAFTSMANSHIP PREMIUM PRODUCTS & CRAFTSMANSHIP PREMIUM PRODUCTS & CRAFTSMANSHIP BRAND/COMMUNITY ENGAGEMENT Lifestyle Content Articles and Videos tagged with this product will pull in. TIMELY CONTENT Related Products This area allows Titleist to cross-sell golf balls on golf club pages. If a user has logged in, this would be related products based on "What's in your bag" or what products the member has recently looked at on the site. Technology + Performance If the member has logged in the area will populate with custom stats based on any existing my game profile information. Suggested Content: • Showing current member data on fairways hit and how that specific product could help. This would in turn influence the member's purchase decision. P P P P KEY Product Investigator Brand Loyalist Personalized Content P PERSONALIZATION LEVELS LEVEL 0 LEVEL 1 LEVEL 2 The site doesn't know anything about the user. • The site displays default content. The site personalizes content based on the visit. • Retargeting from entry information. • Location from the users IP address. • Selections made previously by the user on the site. • Previous pages visited on the site. The site personalizes content based on information specifically given to Titleist. • Profile information • My game stats • Surveys Page 9 of 13
  • 10.
    +TITLEIST STORY T7 LongScroll Page The Titleist story page celebrates the history of Titleist and the legacy around the technology and craftsmanship of Titleist products. USED FOR: 4.0 Titleist Story REQUIREMENTS MATRIX: R15 Elevate technology section R20 The science of Titleist R21 The art of Titleist R23 Timeline R42 Unique template to help bridge the gap between technology and how it impacts performance HEADER & NAVIGATION FOOTER History of Innovation Introduces the timeline long scrolling page showcasing the history and innovation of the Titleist brand. Timeline The timeline will showcase some of the previous models of Titleist products linking off to see all previous products. PREMIUM PRODUCTS & CRAFTSMANSHIP Technology + Performance Highlights the pride Titleist takes in making products with the best technology. Conveys the message that only the best products are developed and released. Technology + Performance This page will be high level, showcasing the premium aspect of the products and technology. Product specific examples of technology will exist on individual product pages. This allows for ease of keeping content current with minimal effort. PREMIUM PRODUCTS & CRAFTSMANSHIP By Golfers for Golfers Conveys the Titleist passion around research and craftsmanship of premium products. PREMIUM PRODUCTS & CRAFTSMANSHIP KEY Product Investigator Brand Loyalist Personalized Content P PERSONALIZATION LEVELS LEVEL 0 LEVEL 1 LEVEL 2 The site doesn't know anything about the user. • The site displays default content. The site personalizes content based on the visit. • Retargeting from entry information. • Location from the users IP address. • Selections made previously by the user on the site. • Previous pages visited on the site. The site personalizes content based on information specifically given to Titleist. • Profile information • My game stats • Surveys Page 10 of 13
  • 11.
    +INSIDE TITLEIST T10 InsideTitleist A valuable content resource connecting golfers to products. This is a separate area of the site establishing Titleist as a leader in timely and relevant lifestyle content. USED FOR: 6.0 Inside Titleist REQUIREMENTS MATRIX: R12 Timely and relevant content R28 Communicate the value of Team Titleist R31 Indicate new and fresh content R32 Give blog and thought leadership its own section R41 Personalized content HEADER & NAVIGATION FOOTER Photo/Video Featured Content Photo Video Titleist will have the ability to curate the content in this section to showcase premium content. Share All Types ' Topics ' Most Recent ' Exploratory Layout The "mashable" style layout allows golfers to explore content. From the analytics we have seen that golfers are very interested in this content during the week. Giving this section prominence will allow the golfer to navigate directly to this section and become immersed in this content. TIMELY CONTENT TOPIC Browse Engaging sharable articles and videos. TIMELY CONTENT Engaging sharable articles and videos. TIMELY CONTENT TOPIC Featured Content This will allow Titleist to highlight more lifestyle content during the week and more product focused content on the weekend. If the user has logged into the site this content could be customized based on content they have saved to their profile. Save Share Save Video Engaging sharable articles and videos. TOPIC Share Save Video Engaging sharable articles and videos. TIMELY CONTENT TOPIC Share Save Video Engaging sharable articles and videos. TIMELY CONTENT TOPIC Share Save Photo Share TOPIC Engaging sharable articles and videos. SavePhoto TOPIC FOOTER Product Spotlight All content will cross promote relevant products & expose golfers to new products or products they may not be aware of. PREMIUM PRODUCTS & CRAFTSMANSHIP Call to Action Share on social media Save to profile BRAND/COMMUNITY ENGAGEMENT P TOPIC KEY Product Investigator Brand Loyalist Personalized Content P PERSONALIZATION LEVELS LEVEL 0 LEVEL 1 LEVEL 2 The site doesn't know anything about the user. • The site displays default content. The site personalizes content based on the visit. • Retargeting from entry information. • Location from the users IP address. • Selections made previously by the user on the site. • Previous pages visited on the site. The site personalizes content based on information specifically given to Titleist. • Profile information • My game stats • Surveys Page 11 of 13
  • 12.
    +ARTICLE/VIDEO PAGE T11 Article/VideoPage Timely and relevant content made by golfers, for golfers. Content connects golfers to Titleist and each other creating engagement. USED FOR: 6.X Article Detail Pages REQUIREMENTS MATRIX: R11 Tips from tour discussions R12 Timely and relevant content R13 Expand tour player "In the Bag" content R29 Integrate Team Titleist discussions R34 Editorial "My Bag" content from members R35 Team Titleist golfer stories R40 Tailored recommendations R41 Personalized content HEADER & NAVIGATION FOOTER Photo/Video Comments Comments allow members to interact with each other and the brand. Get Started with these Products Cross promote relevant products & expose golfers to new products or products they may not be aware of. Article Content Engaging article content. Related Articles Related articles with similar topic tags. TIMELY CONTENT TIMELY CONTENT Call to Action Share on social media Save to profile Become a Team Titleist Member BRAND/COMMUNITY ENGAGEMENT BRAND/COMMUNITY ENGAGEMENT PREMIUM PRODUCTS & CRAFTSMANSHIP Related Discussions Related Team Titleist discussions with similar topic tags. TIMELY CONTENT BRAND/COMMUNITY ENGAGEMENT Related Products This area helps Titleist to cross-sell golf balls on article pages. If a user has logged in this would be related products based on "What's in your bag" or what other products the member has recently looked at on the site. P KEY Product Investigator Brand Loyalist Personalized Content P PERSONALIZATION LEVELS LEVEL 0 LEVEL 1 LEVEL 2 The site doesn't know anything about the user. • The site displays default content. The site personalizes content based on the visit. • Retargeting from entry information. • Location from the users IP address. • Selections made previously by the user on the site. • Previous pages visited on the site. The site personalizes content based on information specifically given to Titleist. • Profile information • My game stats • Surveys Page 12 of 13
  • 13.
    +COMMUNITY (TBD) T2/T17 CommunityPage Bridging the gap between the Titleist expert content, pro player lifestyle content, and user generated content from the serious golfer. REQUIREMENTS MATRIX: R12 Timely and relevant content R13 Expand tour player "In the Bag" content R28 Communicate the value of Team Titleist R29 Integrate Team Titleist discussions R31 Indicate new and fresh content R32 Give blog and thought leadership its own section R34 Editorial "My Bag" content from members R41 Personalized content HEADER & NAVIGATION FOOTER Feature Area Titleist will have the ability to curate and feature user generated content. New Team Titleist Members Populates with new community members. Ambassadors Lifestyle content from players. BRAND/COMMUNITY ENGAGEMENT TIMELY CONTENT KEY Product Investigator Brand Loyalist Personalized Content P PERSONALIZATION LEVELS LEVEL 0 LEVEL 1 LEVEL 2 The site doesn't know anything about the user. • The site displays default content. The site personalizes content based on the visit. • Retargeting from entry information. • Location from the users IP address. • Selections made previously by the user on the site. • Previous pages visited on the site. The site personalizes content based on information specifically given to Titleist. • Profile information • My game stats • Surveys Join Team Titleist Introduces the Team Titleist community and conveys the benefits of becoming a member. BRAND/COMMUNITY ENGAGEMENT Timely Content Timely and living content to help educate golfers. TIMELY CONTENT Team Titleist Discussions Encourages trust and engagement with other loyalists and Titleist. BRAND/COMMUNITY ENGAGEMENT P BRAND/COMMUNITY ENGAGEMENT Featured Members Telling authentic stories of important contributors to the community. BRAND/COMMUNITY ENGAGEMENT Ambassadors Many of the respondents of the site user survey expressed interest in more detailed and personal content about players. This area focuses on that unique editorial/lifestyle content. • Featured what's in the bag (video, article, interactive piece) • Golf club set make up • Instructional videos • Videos that reveal personal characters and quirks This content will be flexible so that players updating their specs will not impact keeping content up to date. Player pages will allow for additional content tagged to a player's page if available. Page 13 of 13