Condor Tracer is a golf shot tracer. It uses optical and application technology to accurately profile your golf shot by measuring club speed, ball speed, spin, shot apex (height), carry and total distance.
Data from the device is then transferred to an app. This app produces at-a-glance trends, forecasts and visualisations so you can analyse your progress on-demand.
Condor is an ambitious sports tech start-up disrupting the sports goods industry by bringing smart features into the golf equipment market. Until now, big name brands and heavy-duty products have monopolised the golf tech market.
They approached Simple Design Works to create a high-tech, self-development tool for budding golfers to accompany their app. Condor knew they’d need an intuitive, human-centred design to produce a simple yet sophisticated sports product that would stand out. But they also needed a product that delivered a superb user experience. That could hold its own in form and functionality. At a competitive price point.
We delivered.
Condor’s initial goal was to create a comparable product to what was already available in the industry. But the golf tech market was packed with premium, pro-golfing products and high price points that excluded a large percentage of the market.
Our researchers defined the problem (and refined the concept) using in-depth market research. This was to learn what Condor’s target audience was looking for in a stand-out and affordable golf tech product.
We found that the high price point and challenging usability of ‘comparable’ products didn’t suit their target demographic which was a hobbyist golfer who was driven by performance metrics and keen to incorporate tech into their golfing experience.
Our expert quantitative and qualitative data informed us of key success factors for a golf tech product. These were to ensure the user experience and corresponding retail price made it inclusive and therefore accessible for its target market.
In response to market feedback, our designers refined the optical technology in the Condor Tracer’s in-built camera to take more than a 1000-shots-per-second to accurately profile every golf swing.
This high level of precision meant we needed to develop the electronic hardware to convert the captured raw data into meaningful information. This gives users a highly detailed shot profile they could easily interpret to raise their game.
Creating a smart, compact, portable device easily stored in a golf bag pocket was the game-changing characteristic for Condor’s target market. This is a stark contrast to the heavy-duty equipment already sold on the market.
Balancing precision technology and long-lasting battery life within a stylish, small product footprint was challenging, However we creatively overcame this to ensure the highest perceived value and best user experience.
Condor’s target demographic demanded a stylish product with a high shelf value and sleeker aesthetic compared to other rugged golf-tech products.
Detailed colour and material finish (CMF) work meant we could create something that looks and feels the part wherever they play golf. Whether that’s on the course, at the range or in their own backyard.
Extensive testing using CAD photorealistic rendering, 3D and high-fidelity prototyping, partnered with multiple rounds of user trials allowed us to validate and create the best iteration of, and highest performing, product.
Condor, our market testers and the design team are all delighted with the final design of this new sports product. The resulting Condor Tracer combines clean styling, clear data, and uncompromising functionality to excite the next generation of golfers. Discover Condor Tracer.
