Improving the experience for lovers to the sport
“Racing.com is Australia’s primary source of horse racing media, reaching 95% of Australians through their free-to-air TV channels. In 2018, Racing.com had an initiative to improve the sports lovers experience on their mobile app (Android & IOS).”
To comply with my non-disclosure agreement, I have omitted confidential information in this case study.
All information in this case study is my own and does not necessarily reflect the views of Racing.com.
Role
Lead UX Designer
Team
Technical Lead
Product Lead
Art Director
Product Strategist
Technical BA
Developers
Time Frame
6 months
Tools
Butcher paper
Sticky Notes
Sketch
Invision
Keynote
Conducted
Stakeholders workshops
User Interviews
Usability Testing
Affinity Diagram
Conceptualisation
Information Architecture
Prototyping
Assist Racing.com deliver quick and easy content for their customers.
Problem
When Racing.com first released their app, users found the interface confusing and difficult to navigate. Eventually Racing.com notices their mobile app usage declining.
Solution
Enabling Racing.com customers to consume all kinds of content (live racing broadcasts, news, video media, profiles, event information, results, stories, analysis, tips and more) as quickly and as easy as possible; Strengthening their confidence in Racing.com mobile app.
The project kicked off with a six-month UX design process taking into consideration the specific needs of the diverse users that interact with the app. To deliver on the key project goals and core objectives, we tailored a UX program to properly define and validate user needs, all while ensuring continuous delivery of designs for development.
Since the release, Racing.com’s total year-over-year session and user growth figures for web and app are sitting at a remarkable 25%. Being an organisation that relies so heavily on the effective distribution of content, it’s crucial to have a successful app that fulfils that purpose.
Racing.com’s revamped app peaked as the #2 trending app in Australia – a remarkable victory for the brand and a welcome change for their users.
“Would have no hesitation in working with Evon again on another project. She clearly has great level of knowledge & experience in the digital UX space and is very easy to work with. Dedicated, thorough and passionate about her work.”