Random Golf Club (RGC)
UX/UI design, product strategy, and admin platform for a global golf community and media brand.
Overview
Random Golf Club (RGC) is a global community founded around the idea that golf should be more inclusive and social. The brand produces films, apparel, and live events to build a connected culture around the sport.
I was brought in to define the full digital product experience — designing both the mobile app for members and the admin web platform used by internal stakeholders to manage community data, user content, and events. My role spanned UX strategy, lo-fi and hi-fi design of the architecture, UI system development, and front-end implementation using HTML, PHP, and REST APIs alongside the back-end engineer.
Challenge
RGC wanted to transform its growing audience into a connected digital platform where members could join local chapters, view events, share photos, and follow the brand’s film content. The challenge was to design an experience that felt authentic to the community spirit while introducing scalable digital infrastructure behind it.
Internally, stakeholders also needed an admin environment to manage users, data, and media. This system needed to balance simplicity for non-technical staff with enough flexibility for real-time content management and analytics.
Process
- Discovery & Research: Worked with founders to define business goals, user archetypes (casual golfers, event hosts, members), and the flow of interactions between mobile users and admin staff.
- Information Architecture: Produced low-fidelity user journeys and system maps to clarify relationships between profiles, events, chapters, and content feeds.
- High-Fidelity UX/UI: Designed the entire member app experience - from onboarding and discovery to events and media - plus the web-based admin dashboard with a modular layout and permission tiers.
- Front-End Development: Built responsive templates using HTML5, Bootstrap, and PHP, integrating REST APIs for user and content management alongside the back-end engineer.
- Design System: Established typography, components, and color tokens that unified both the mobile and admin environments under the RGC brand identity.
Outcome & Learnings
The project produced a complete design system, working prototype, and developer-ready front-end for both the member app and admin portal. While investor delays paused the product before public release, the deliverables provided a validated foundation for future community-driven initiatives.
This engagement reinforced how UX clarity and scalable system design can align creative brand storytelling with business operations, bridging community engagement, content management, and platform usability in one ecosystem.
What clients say
“Having spent over a decade building products, I've learned my first and most important hire is my designer and marketer... Alex not only listens, but knows what questions to ask to draw out of you the information he needs to make his gorgeous designs. He's been a huge asset in turning our small business into a professional firm.”
“I worked with Alex side-by-side for years and I can't think of anyone else that has the skill to understand user behavior and how to convert high traffic into sales. He's never said anything is impossible and is always hard at work looking for the best solution... He's an a/b master, but we call him the conversion king.”
“Alex is detail oriented and has an agile approach in UX/UI and user monetization. I was impressed by his approach in traffic conversions, which helped me gain additional boosts in ROI for the projects that I managed. His Conversion Optimization skills are simply amazing!”
“I've been working with Alex on and off for the last 12 years... I saw him evolve from a web designer to a top-rated Conversion Optimization Specialist that helped boost merchants and affiliates' ROI worldwide. He has a very good understanding of the eCommerce space and the technical skills to get the work done.”
