A positive experience is the sum of our experiences.
In this case study, let me explain what I mean by that and introduce myself to one of my passion projects.
Reading time about 3 min.
Project start: Mai 2003
Timeline: 12 months
Own project: What began as a self-marketing initiative to showcase my experience design concept evolved when I reunited with old friends. Together, we expanded the idea to elevate our profession, aiming to create exceptional user experiences while building our expertise. Several renowned European design awards recognized this work.
Services: Invention, Product Design, Industrial-Design, Art, UX, UI, IxD, Branding, Corporate Design…
Application: Industrially manufactured product, web shop, web community
The job to be done
How might I, build a portfolio case that shows my passion and thoughts in experience design?
In 2003, after hitting rock bottom and losing what mattered most—my family, good friends, and job permission in Switzerland — I started this project.
Hallo DOT.com
Why: After working for four years in application design for international finance companies, I was bound by non-disclosure agreements (NDAs) that prevented me from showcasing any of my professional work.
The goal was to create a case study or whitepaper demonstrating my thoughts on experience design, digital product development, and further digital transformation, an emerging and relatively unknown field at the time.
The Result
After 15 years, PIT GREEN has become a sleeping legend —with 423,000 units sold worldwide, four prestigious awards, and over 10 minutes of earned TV coverage across several channels.
As several magazines noted, the PIT GREEN project became synonymous with ANTI-DESIGN and represented designers' growing maturity in an era when, thanks to evolving global business networks, they had unprecedented opportunities to bring their ideas to market.
My Role
Experience Designer
As project inventor and lead designer, I guided the design and development process, running creative workshops and co-creation sessions. I focused on interaction and mechanics before developing PIT GREEN's form and functionality to capture the essence of real golf.
Team: Rutan: Axel Hildenbrand, Oliver Johanson, Jörg Meister / 423: Matze Lenz
Tools: Rhino3D, Cinema4D, Illustrator, InDesign, Skype, Exel, …
Applied skills: Invention, Design Thinking, Research, Industrial Design, Engeniering and Construction, Prototyping and Testing, Brand Design, Illustration, Marketing, ……
Feel the swing
Functional Prototyping
The prototyping phase was crucial for validating the design concept and testing user interactions. Using 3D printing technology, we created functional prototypes that allowed us to:
- Test ergonomics and handling with different user groups
- Evaluate the ball trajectory and physics of the game mechanics
- Refine the product's form factor based on user feedback
Multiple iterations of prototypes were produced, each incorporating improvements based on user testing sessions. These physical models helped bridge the gap between conceptual design and final manufacturing, ensuring that the product met functional requirements and user expectations.
Iterate to the max
Engineering and Injection molding optimizations
In our relentless pursuit of perfection and issues with the new molding techniques, we encountered some amusing challenges during development. One particularly entertaining issue was the need to adjust our little golfer's posture—we couldn't have him looking like he'd spent too much time on the nineteenth hole! The mold engineers even joked about having to give him a "digital chiropractor appointment" to straighten him up.
And then there was the hilarious debate about the parting line placement in the injection molding process. Someone suggested running it through the middle of his head, to which our lead budget deadpanned, "Well, at least we don't have to worry about ruining his hairstyle." While technically challenging, these minor but crucial adjustments kept our team laughing throughout the optimization process.
You call it MVP
We call it Zero-Serie
A Zero-Serie, or zero series, represents the initial small production run of a product before mass manufacturing begins. These pre-production units are used to test manufacturing processes, verify quality standards, and identify potential issues before full-scale production launch. They serve as the final validation step between prototype and mass production.
Reach the advocates
1st Edition – for the early adopters
The first market version was a hit among early adopters, particularly toy collectors and gaming enthusiasts who appreciated its unique blend of design and playability. What surprised us most was that nearly 60% of our buyers were women, proving that good design transcends traditional gender marketing in the gift sector.
These early adopters, especially the street art scene, became our most valuable ambassadors, sharing their PIT GREEN experiences at parties and social gatherings. The product's quirky charm and portable nature made it a perfect conversation starter in office break rooms or backyard barbecues.
One collector memorably described it as "the lovechild of miniature golf and a design museum piece," which perfectly captured the balance we were striving for between playfulness and sophisticated design. This description proved prophetic when PIT GREEN ultimately found its way into the prestigious MOMA Museum Shops in New York and Tokyo, bridging the gap between playful products and design artifacts.
Spread the word
2nd Edition – ready for the global market
What the project taught me
Take the opportunities and welcome change.
Looking back, the most beautiful thing about this project was how it constantly surprised us, despite all the roadmaps and plans. New doors opened, unexpected opportunities appeared, and we had to learn to be flexible. That was the true magic—embracing these possibilities and seeing change not as a threat, but as a gift.
What I learned
- Co-creation: The power of creating together.
- Dialogue over consultancy.
- Experience beats budget.
When people come together with a shared vision and genuine passion, unexpected things happen. Involving friends who shared my enthusiasm for design was one of the best decisions I’ve ever made. This merging of hearts and minds not only accelerated the design process but also gave it depth and soul.
Instead of hiring expensive consultants, we sought open dialogue—with experts, influencers, and especially the elderly, whose life experience helped bridge generational gaps. These conversations became our internal compass, offering not just confidence in our decisions but also true wisdom.
When your focus is on the experiences you gain and deliver, you can achieve incredible things—even without a big budget. But when money and risks suddenly started to play a bigger role, the dynamic began to shift. What was once a unified team with a shared vision became a group with individual perspectives.
What I would do differently
- Trust is good, clear agreements are better.
- Keep the vision alive.
- Strategy over spontaneity.
Looking back, I wouldn’t change much—the lessons were too valuable. But one thing I’ve learned: even with close friends, clear, written agreements are essential when money is involved. It’s not rude to insist on formalities—it’s responsible.
It’s so easy to get lost in the day-to-day. I should have spent more time regularly revisiting our vision and ensuring it remained at the center of everything.
A stronger focus on marketing and distribution would have helped us better bridge the gap between the mass market, the influencer market, and the luxury segment. This was a lesson that came late but would have made a big difference.
In summary:
PIT GREEN was more than just a project—a journey full of surprises, setbacks, and breakthroughs. It taught me that vision and passion can move mountains, that real dialogue is more valuable than any budget, and that change is an invitation to rethink and reinvent.
Are you curious about more details? Let’s dive in.
Collaborate
… SOON
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