E6 APEX is the industry leading golf simulation software developed by TruGolf. In addition to providing an amazing golf experience at premium courses all over the world, E6 APEX offers revolutionary training and data analyzing tools.
Scope
Branding, Marketing, UI/UX, Web Design
Tools
Figma, Adobe Creative Suite
Client
TruGolf
Challenge
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Design a brand new, industry leading, golf simulator experience starting with an updated brand identity that would help to support the new, modern software product.
Solution
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Update the brand in a way that retained brand equity. Don’t alienate or confuse longtime users.
Focus on creating a flexible UI that highlighted the amazing graphics of the new game, as well as showcasing massive amounts of data in an easy to digest way.
Result
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In progress.
The Before Pictures
When I started at TruGolf, things felt a bit old. Dated, behind the times.. etc.. Part of why I was hired was to help provide visual updates, as well as UI/UX design.
Updating the Brand
I helped craft the brand and marketing materials for E6 APEX. We wanted it to be a direct visual extension of the game.
The old logo was a bit dated, so we needed to update it but also preserve its brand equity accrued over many years. I was inspired by the simulator itself in updating the logo, same with the original, but I wanted to clean it up and refine it, making the geometry of it more precise.
Research
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I immersed myself in golf. I played a lot of it on the simulators. There was a driving range nearby that I went to on my lunch break to hit balls (poorly). I watched probably all of golf Youtube. I talked with golfers at the company, trying to find the thing that hooked me.
Competitive Analysis
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I researched all of the golf brands. Golf video games, golf broadcasts, anything that was sports related and had a strong aesthetic.
Below are some ideas I toyed with throughout this process.
Landing on a Winner
This is the logo we eventually landed on. Pretty similar to the original, but with a modern update. There was a lot of variations explored, and a good deal of that exploration came back in the form of other graphic elements, and APEX branding.
I think it is an effective solution. Modern, but instantly recognizable as an extension of the previous brand, which was the most important goal.
Incorporating APEX
We started with E6, then immediately had to incorporate APEX into the new brand. Again, the goal here, and in all brands when you add things, is to try and do it without making things feel like a Frankenstein monster. How do you add complexity with making it feel complex.
I decided to use the A from APEX as a major design element. Turning it more into a graphic, and structural thing. By adding the idea of repeating patterns, I was able to create a modular design system that could be used all over. The repetition also helped in showcasing multiple course images, which was an important thing for the new game.
Applications
The brand and marketing was designed to be super flexible for any possible need, medium, or size.
Translating this new Brand Identity to video game UI.
First, we started by mapping out the golf experience.
Goals
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New and improved interface
Better user experience
Make the experience feel cohesive
Being able to practice directly on the course you want to play
Flexible, modular, customizable
Play up the idea of escape. Golf as an event.
Intro to the game
New Player Flow
Lobby and Game modes.
The lobby supports multiple game modes that the user can navigate.
The centerpiece of the navigation is the Session Card. This card is basically the user’s remote control for the game. It’s where they see what course they are on, what type of game they are playing on that course, hole selection, warmup if selected, and who is in the roster.
It’s also where they can edit any of this information.
We wanted the user to be able to open the game, have their last settings ready in the Session Card, and be able to launch into their favorite activity with the push of a button.
Roster
The Roster is where player information is stored, and where players can be managed. Player order, Tee color (difficulty) Status, etc..
It’s also where I new player could log into someone else’s game for a multiplayer experience.
Modular UI
When playing Golf, we wanted the UI to be fairly minimal, and also customizable. The user has the ability to edit any data tile or widget within the UI. Say I am really into data, I can fill the whole screen with, or if I am a purist and want a true simulation experience, I can remove them all.
These choices are saved to the user’s profile, and switch dynamically depending on who’s turn it is.
Widgets
Here are some main widgets that are super important. Players bag, Analysis, Dynamic Weather, and being able to customize a Roster mid-round.
Caddybook Features
It was critical that the Top View area have lots of useful information, mostly surrounding club yardages. But also hazard yardages, club dispersion, green slopes, all things that would be in a traditional Caddybook, but digitized.
Powerful Course and Area navigation
Choosing a course should feel special. It’s like you get to take an exclusive golf vacation to anywhere in the world. We wanted to highlight that experience by creating a globe navigational tool in addition to a more traditional course selection menu.
Practice, Club Fitting, Data Analysis
With the practice module, the user has access to all variety of data analysis tools. They can compare various clubs, or compare shots from a current practice session with historical data.
Challenges and Events
One of the best parts about any hobby is the feeling of progression. By using Challenges and participating in events with other golfers, the user can improve any aspect of their game.
VFX
Helped create visual effects for common golf interactions like Tracers, pin and hole effects, and green difficulty topographic ideas.
Widget Library, Iconography
I designed a library of icons used in the in-game HUD and on the web.
E6 Web Portal
All the data that the user accumulates playing E6 APEX needed to be accessible and useful on the web. The web also needed to handle things like event creation, clubhouse management, and other tasks that would be cumbersome within the game client.
Challenges
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Wrestling with new technology. This was a monumental technical hurdle, and a lot of fine tuning, especially in the User Interaction Design realm, still needs to be done.
This was a huge learning experience for me. How to balance hopes and dreams that run into the brick wall of reality. And how to stay positive and find solutions.
Managing compromise and steep learning curves experienced by the entire development team.
Successes
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Developed a modern new brand, and built out a new UI inspired by the updated brand.
Created really robust data analysis tools.
Created an online Portal where user’s can access all their in-game data from any device.
Next Steps
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Continue refining existing UI. Finesse and polish visual elements, especially animation, while continuing to build new game modes and new functionality.