The unfair advantage
uCOACHu app
As every golfer knows, the secret to success is in the swing. But perfecting that technique typically requires the help of a top-end coach. So Alphero partnered with Kiwi startup uCOACHu to devise a world-first coaching app that combines expert knowledge, with AI technology, to democratise world-class golf coaching and make it available to everyone.
The brains behind the breakthrough
uCOACHu has since been acquired by a US company and rebranded. It was the brainchild of a world-class golf coach, NZ tech entrepreneur, and an AI specialist with a PhD from Princeton. With support from Callaghan Innovation, they developed clever software that utilises the coach’s ‘nine lines’ coaching framework, and the power of machine learning, to conduct complex motion analysis. They created an algorithm that could analyse videos of people’s golf swings and identify each point at which they might be going wrong.
The technique deconstructs the golf swing into nine key points (called lines). At each line there are optimal elements for the golfer’s swing including grip, stance, weight distribution, wrist and head position, rotation, and the placement of hips, knees and feet all playing a part. Using 2D video of the swing taken from a mobile phone, the software can track points on both the body and the club, and overlay an outline of the ideal swing.
Designing a coach in your pocket
While the machine learning model could produce masses of data about the swing, the Alphero team were brought into the product R&D stage to help the uCoachu team to shape this into a digital product by defining, creating and then building the consumer experience for the golfer that would surface the right advice and insights - just like a golf coach would.
The key challenge for us was how to generate and provide the right feedback to users, in a clear and understandable way to show what was wrong, and what they needed to do next.
We spent the most time looking at different options for presenting the user with (the right) useful feedback. Given that the underlying engine might return hundreds of data points showing elements of the swing that could be improved at all stages, we were concerned about avoiding overwhelming the user. Standard structured learning pathways were less effective, we also considered a raft of good examples for everything from yoga apps to products like Duolingo.
After observing the coach in action in real life, our R&D-mode design thinking led us to a conceptual model for how the machine learning model would serve the right feedback, based on the concept of ‘the root cause’. We noticed that he would observe a swing and immediately zero in on a particular element which - if improved - would have a knock-on improvement to the whole swing.
To do this, we needed to work through each of the swing improvements that the AI picked up and then prioritise them in the order that the user should address them, beginning with the root cause. Once the golfer had addressed the Root cause they were able to move on to the next ‘fix’ and then tackle each one systematically.
Once we were collectively clear on the framework, the AI engineer implemented this into the ML model which was then trained by taking 100s of 1000s of videos of swings, and getting the coach to analyse them and flag the cause and recommendation. Based on his expert knowledge, he could identify what the golfer needed to focus on next and the engineer could use that to train the machine learning model.
Turning data into real-world advice
The next question was not just when to give the advice, but how, explaining each instruction in a meaningful way using analogies that would make sense to the golfer e.g. to resolve a certain grip issue the user would be advised to replicate the technique of holding a hammer and apply this stance to the club.
We also considered real world obstacles - for example if someone had an injury that prevented them from adopting one of the fixes, they could skip that stage and move on to the next without issue.
Each time the user practised their swing they would get a score that would help them to see their improvement over time.
The other key aspect of the user experience was how to make the recording process as easy as possible, while delivering a video that could then be broken down into separate images, so each one could be analysed. To get the correct footage, the app needed to automatically set the camera to slo-mo mode to capture at least 120 frames a second. We also had to put markers and lines over the video so the user could be in the right place to record the swing. The app would then count down and produce a flash so the golfer knew exactly when to take a swing.
Ideas in motion
Alongside this technical and design thinking, we also worked with the team to create a modern and dynamic brand for uCOACHu. They wanted the product to feel fun, approachable and accessible - and retain a strong sense of its Kiwi origins - whilst also being slick enough to sit comfortably alongside the biggest names in sports.
Flexibility was also key. With the possibility that this technology could be applied to cover other sports in the future, the brand needed to suit a range of popular pursuits like yoga, tennis, baseball or weight lifting.
To create the brand we delved into many directions - from the concept of machine learning to the styles of iconic 90s sports brands. Ultimately we developed a new approach that combined the two ‘U’s in uCOACHu to create the sign for infinity - reflecting the continuous and limitless improvement of the AI as the app is used. We also evoked the motion of the swing through the movement of the three dimensional loops in the logo.
A swing that keeps getting better
uCOACHu now enables golfers to improve their game.
The secret behind this highly original product is the understanding of how to use the power of AI/ML technology to create a meaningful experience for the consumer.
During this process we were leveraging a lot of the thinking that sits behind smart sensor based technologies used by sports people, and then exploring how we could democratise that process by making it possible for everyday people to do that with their own phones.
The beauty of this app is that golfers will be able to use it anywhere, anytime - whether that’s on the course with a ball or in their own living room with a club and a scrunched up piece of paper. uCOACHu will ultimately help any golfer to develop the ideal swing.
