PTGL Web App & Digital Gaming Platform

Role: Creative Direction, Digital Strategy, UX/UI Design & Brand Architecture Lead
Core Domain: Sports Tech, Web Application UX/UI, Interactive Gaming Platforms, Brand Systems & Community Ecosystems
User Journey Scope: Full Funnel (Brand Awareness → Member Registration → Live Drafts/Match Voting → Real-Time Game Tracking & Community Engagement)

Executive Summary

As Lead Designer, Strategist, and UX Architect, I conceptualized and designed the comprehensive web application, brand identity, and interactive gaming platform for the Pro Team Golf League (PTGL). PTGL reimagined golf as an interactive team fantasy league, where actual professional golfers competed based on user-generated matchups and real-time live play data.

Partnering with an external engineering team, I architected the complete user journey and digital experience across both marketing and live gaming environments. I designed an integrated web app ecosystem featuring custom matchup voting, live draft rooms, real-time statistical tracking, community forums, live stream integrations, and exclusive event content. Alongside the platform UI, I developed a complete brand identity system, component library, and asset delivery framework to guide third-party development and establish brand cohesion.

Technical & Professional Scope

Categorization	Details & Competencies
Role & Focus	Lead Strategist, UX/UI Designer, Art Director & Brand System Architect
Domain Scope	Web Application Design, Digital Gaming Platforms, Live Sports Tech, Brand Systems
Cross-Functional Stakeholders	Executive Leadership, Third-Party Engineering Teams, Community Managers, Content Leads
UX/UI & Production Workflow	Complete User Journey Mapping, Wireframing, High-Fidelity UI Design, Component Libraries, UI Asset Production
Optimization & Mechanics	Community-Driven Matchup Voting, Live Draft Room Workflows, Real-Time Stat Telemetry, Interactive Forums
Lifecycle Stages	Awareness (Brand Education & News) → Acquisition (Member Registration) → Engagement (Drafts & Voting) → Retention (Live Play & Forums)

Key Initiatives & Strategic Impact

A. End-to-End Platform Experience & Interactive Gaming Architecture

• Embedded Digital Gaming & Live Telemetry: Architected the complete user experience for PTGL’s web app, embedding fantasy-style team gaming tools directly into live-streamed tournament play and real-time statistical feeds.
• Community-Driven Custom Matchups: Designed the user flow and interface for interactive voting mechanics, allowing community members to curate and vote on custom golfer matchups before actual live competition.
• Live Draft Rooms & Leaderboards: Created intuitive draft room interfaces, interactive league leaderboards, community discussion forums, and gated exclusive news and event access portals to drive continuous user retention.

B. Brand Identity, Component Library & Delivery Architecture

• Brand Identity & Style Governance: Developed the foundational PTGL brand guidelines, visual identity standards, color systems, and custom typography rules for both digital and broadcast presentation.
• Component System & Asset Handoff: Built a structured UI component library and visual delivery framework, establishing standardized design patterns and explicit UI specifications for the third-party engineering team.

Workflows & Governance

• Strategy & Experience Mapping: Defined core user personas, platform hierarchy, and user flows connecting marketing landers, member accounts, gaming tools, and community forums.
• UX/UI Wireframing & Detailed Visual Design: Authored end-to-end site and game experience wireframes, translating complex fantasy sports mechanics into clean, accessible visual interfaces.
• Third-Party Developer Collaboration: Partnered closely with external web developers, providing detailed asset specs, layout behavior rules, and interactive component states to ensure precise front-end execution.