Personalized Account Dashboard

One cohesive hub

I led the UX redesign of TaylorMade's Account Dashboard — turning a simple settings area into a personalized hub, organized into 8 tabs and 12+ sub-pages, on every device. It pulls loyalty, fitting history, order history, subscriptions, player profile, saved items, and recommendations into one experience driven by each golfer's activity.

Built around the user's data, not the user

The old dashboard was organized as a database of user info. How to earn loyalty points, fitting history, order status, player profile, and personalized content and products were missing or buried — so there was little reason to return, and engagement was very low.

• Goal 1 · Loyalty — Increase customer loyalty and retention through a more valuable account experience.
• Goal 2 · Personalization — Increase personalization by leveraging player profile, fitting, and purchase data.
• Goal 3 · Engagement — Drive repeat engagement and purchases through loyalty benefits, subscriptions, saved products, and personalized content.
• Goal 4 · Ecosystem — Create a connected brand ecosystem that unifies fitting, shopping, ownership, and rewards.

User Priorities & Goals

Workshop — Facilitated a UX workshop with ~11 stakeholders across eCommerce, Digital Programs, Optimization, Retention, and Design to prioritize what golfers actually need from their account.

Output: a ranked list of user needs and business goals.

TaylorMade's 3 Main User Personas

Personas — Grounded the work in TaylorMade's three core personas:

Watch & Listen — Social golfers driven by points and deals (mid-tier loyalty).

Rise & Repeat — Performance golfers who track data, subscribe, and trade in (top tier).

Follow the Expert — Newer golfers who need guidance to convert (entry tier, high growth potential).

User Journey

Journey mapping — Mapped the key account journeys to decide what content leads on each page, and why.

Navigation & Information Architecture

The experience is anchored by a left-side sub-navigation on desktop, a top dropdown menu on mobile, and a persistent account entry point accessible from anywhere on the site. The redesign focused on four core areas:

• Account Dashboard — A personalized home base that surfaces the most relevant information, including recent orders, loyalty status and points, personalized recommendations, fitting insights, subscription status, and opportunities to earn rewards.
• My Fittings — Gives users direct access to fitting history and shot data from their in-person fittings, making it easy to revisit recommendations and purchase fitted products.
• Order History — Improved with clear order statuses, detailed item-level tracking, and a streamlined cancellation experience informed by usability testing.
• Subscriptions — Enables customers to manage subscriptions in one place, including frequency adjustments, pausing, canceling, and creating new subscriptions.

Additional account areas extend the personalized experience, including Loyalty, Player Profile, Saved for Later, Discounts & Coupons, and Account Settings.

Account Drawer

Account Dashboard

Loyalty Program

Order History

Order Detail

My Fittings

Fitting Details

Subscriptions

Player Profile

Saved Items

Discounts & Coupons

Manage Account

9 participants · unmoderated · desktop prototype

Participants called the redesign clean, modern, and a clear upgrade — with Loyalty and My Fittings cited as the main reasons they'd keep coming back.

What worked

• Navigation was intuitive and clear.
• Loyalty tier and points read instantly as the main reason to visit.
• Fitting shot data built confidence in the recommendations.

What was updated based on feedback

• Added AI chat to explain users' fitting data so they're more confident in their purchases.
• Clarified the cancel flow and order status with copy + icons (users couldn't tell shipped from pending).
• Reworked subscription setup by working with our vendor so users can subscribe anywhere on the site, not just the PDP.

Increased retention and engagement among new loyalty members

Alongside the account dashboard launch, we introduced Persistent Login and launched an AI-powered fitting experience, both of which required users to log in or create an account. This drove a significant influx of new users into the account ecosystem, resulting in increased account traffic, engagement, and loyalty participation.

The redesign helped support and sustain that growth:

• My Fittings became a high-traffic, high-intent destination, allowing users to access fitting history, review AI-powered recommendations, and seamlessly purchase recommended products.
• Order History reduced friction through clearer order statuses, detailed tracking information, and a streamlined cancellation flow informed by usability testing.
• Loyalty engagement increased by prominently surfacing tier status, points balances, and earning opportunities, making rewards more visible and actionable.
• Ball subscription adoption grew after subscription management and enrollment were integrated throughout both the account experience and broader site journey.

What's next

• Extend Saved Items and subscriptions across Cart, PDPs, and Chip AI.
• Use AI Fittings and MCP data to deepen personalization and richer Player Profiles.
• Connect MFE fitting data to drive fitted-club conversions.
• Grow loyalty experiences to lift AOV and repeat purchase.