I spent five years as a Creative Lead at Inrange Golf on a contract basis. Inrange Golf's story is unique. As part of the Alphawave Group, a team of innovative engineers—originally known for developing powerful radio telescopes to explore the universe—saw potential in applying their technology closer to home: transforming the golfing experience.
They believed golf could be more accurate, engaging, and accessible. Their ambitious mission was to create the world’s most accurate golf ball tracking technology while crafting a brand experience that balanced detailed data insights with approachable, fun gameplay.
Starting as a small yet highly skilled team, Inrange had to demonstrate their technology's viability while creating an engaging brand experience. The challenge wasn't simply building a shot-tracking system—it was redefining the golf experience itself.
At Inrange’s first site in Cape Town, I led the creative efforts to evolve and expand the existing brand. Although I didn’t initially create the brand, my role was pivotal in developing and implementing an expanded identity to support new products and diverse experiences.
The final products were designed strategically to reflect Inrange's vision. The inrangegolf.com website evolved significantly over five iterations, each guided by strategic insights, brand consistency, and user feedback.
Going on an evolutionary journey
Over five years, Inrange Golf experienced remarkable growth and recognition:
The creation of the world’s first team-based driving range experience represented another significant milestone, enhancing golf's appeal as a social and interactive activity.
Summing up a 5-year journey isn’t easy. It was a continuous process of iteration, collaboration, and growth. This experience reinforced that design isn't solely about aesthetics or functionality—it's about creating meaningful experiences that evolve alongside the product, the business, and the people who bring it to life.
Claudia quickly demonstrated a remarkable talent for intuitive and engaging design. Her growth trajectory at Inrange Golf has been impressive, culminating in the role of Creative Lead. She has been pivotal in shaping our software and marketing strategies, significantly enhancing our online presence and customer engagement.
Claudia has solved some of the biggest user experience challenges and delivered countless exceptional designs. Her obsession with putting users and customers at the center of the design process has meant that we have a product that is truly compelling and rewarding for golfers around the world. I consider her an expert in UX and UI design, combined with an advanced knowledge of development, making her an invaluable asset to any team.
If you’re looking for a strategic partner who understands how to balance user needs with technical realities and who focuses on building intuitive, engaging experiences that align with long-term brand goals. I’d love to hear how your brand is evolving and explore how we might create something meaningful together.
At How About Now Design, I don’t just build brands—I collaborate with them to evolve through thoughtful, user-centered design.
