News: Pfizer Partners with Work & Co on Digital Innovation
PGA TOUR Rolls Out New Fan Experiences
November 21, 2022
PGA TOUR has announced the rollout of new digital tools for fans, following a year-long partnership with Work & Co.
The first phase begins with two native apps for iOS and Android — and a new website and other new digital experiences will launch in the coming months. These products were shaped by hundreds of interviews with fans and players, and underpin PGA TOUR’s goal of kicking off 2023 with a suite of enhanced, personalized, and purposeful digital touchpoints.
Said Eric Hanson, VP of Product Development at PGA TOUR: “This is not just a redesign. It is a fresh start. Our goal is to bring fans closer to our players, tournaments, and the courses we play through with an immersive experience that is powered by rich visuals, deep data, and enhanced storytelling.”
Work & Co led product and content strategy, design, writing, iOS and Android development, and quality assurance for the apps. Key features fans will see:
- Leaderboard: real-time shots, tee times, and FedEx Cup Standings
- Play-by-Play: see more strokes, round-by-round stats, and highlights
- Players: get to know players and dive deep into their performance
- Watch & Listen: view coverage times highlights, interviews and more
“Helping PGA TOUR as they grow their product and tech organization has been a rewarding collaboration at an exciting time for the sport —which has seen a surge in popularity that has attracted more fans than ever,” said Bethany Pensworth, Group Director of Product Management at Work & Co. “Fans inspired every decision and feature implemented in these mobile apps, as well as the forthcoming products next year.”
"Everyone knows Work & Co as the experts in digital product, but less known is how their approach to design and development can amplify and drive in-house teams further too," said Scott Gutterman, Senior VP of Digital Operations and Broadcast Technology at PGA Tour. “Their team was highly flexible, met challenges with confidence, and helped us get to a successful conclusion by seeing where we required adjustments to our initial roadmap along the way. I can safely say the process has been one of the most collaborative cross-company digital initiatives we have done in my 17 years at the TOUR. In the end, our engagement with Work & Co resulted in a launch we are all proud of and fans are excited to engage with.”