Storm ID Score A Hole In One With British Golf Museum Redesign

Storm ID’s redesign of the British Golf Museum website has proved par for the course by scooping a prestigious award from the International Sports Heritage Association.

Based in America, The International Sports Heritage Association (ISHA) is a non-profit membership organization to assist sport museums and halls of fame to develop, operate and promote their facilities in the best way possible.

Storm ID were approached earlier this year by the British Golf Museum to redesign and redevelop their website.

It was hoped a redesign of the site would better support the fascinating array of collections – containing some 17,000 golf-related objects including machines that press the patterns on golf balls and flick books of golf’s biggest names – as well as the overall user experience.

Storm ID approached each step of the project via our user centred design process.

This method of designing with the end user in mind involved Storm ID visiting the museum, creating user personas and associated journeys for each of the site’s hypothetical visitors.

For example, Storm ID identified golf enthusiasts, teachers and tourists as the website’s primary user groups so ensured the architecture of the site accurately met the needs of these individuals.

Being able to access the site ‘on the go’ was also identified as being particular important for tourists and golf enthusiasts who were likely to be accessing the site whilst away from their home or work desktop; opting to use a smart phone or tablet instead.

Responsive design technology was integral, ensuring the site was optimised for any device by flexing to compliment screen sizes and user habits commonly associated with these devices.

Tim Threlfall – Head of Projects at Storm ID – was responsible for leading the redesign:

“Storm ID was delighted to be able to work on a project that not only celebrated the fascinating history behind one of the world’s favourite sports but also a key part of Scotland’s heritage.

 “We worked closely with the project team at the British Golf Museum to design a website that accurately reflected the level of intrigue and discovery available whilst supporting the needs and requirements of the people visiting the website.

 “Of course, we couldn’t design the website without a visit to the Museum where we investigated every aspect of the centre – from the guided tours to the highlighted items that take precedence across the site. It was a fantastic project to be involved in.”

To view the award-winning British Golf Museum website, visit

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