Project Overview
Racing.com is Australia’s primary source of horse racing media, reaching 95% of Australians through their free-to-air TV channels. In addition to their enormous broadcasting reach (helped along by their partnership with Seven West Media), they also offer digital content via their app.
Horse racing fans consume all kinds of content, so Racing.com provides live racing broadcasts, news, video media, profiles, event information, results, stories, analysis, tips and more. Plenty of work to keep their dedicated journalists and form analysts busy.
When Racing.com saw mobile app usage declining, they partnered with Our Very Own to get a better understanding of their users’ needs and design an intuitive user experience to deliver the features that their users desired.
Project Commissioner
Project Creator
Team
Racing.com Team
Sreenivas Chary - Technical Lead
Matt Hill - Product Lead
Joel Chris - Art Director
Dale Stratford - Commissioned by
Our Very Own Team
Kelvin Dart - Product Strategy
Tamara Pintov - Project Manager
Evon Tan - UX Lead
Felicity Mitchem - CX Lead
Vlado Grancaric - Technical BA
Jackson Zaloumis - Frontend Developer
Errol Hassall - Backend Developer
Daniel Setiawan - UX Support
We Are You Group - Mobile Development Team
Project Brief
The nature of this project was to deliver an enhanced customer experience on Racing.com’s mobile Apps (iOS and Android) with a new design, a new front-end mobile framework, new Information Architecture, new data API layer, new features and overall improved performance.
The key project goals included delivery of an App that was:
- User-desire driven (new UX/UI experience, including new information architecture)
- High-performing (React Native platform, built on a new DynamoDB, GraphQL, App Sync architecture)
- Data-driven (ingest a new API layer)
- Accessible (meet WCAG 2.1 standards)
Project Need
When Racing.com first released their app, users found the interface confusing and difficult to navigate. This project sought to assist Racing.com deliver on a fundamental tenet of their brand promise: Quick and easy content delivery.
Racing.com also wanted to take their initial digital offering to the next evolution, supporting their market’s desire for a service that provided direct betting, national form information, exclusive/enhanced video content and more in-depth content and analysis.
User Experience
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. This included the following initiatives (many of which were run in parallel):
- Co-design sessions through to paper prototyping
- Rapid user validation
- 1-on-1 interviews and behavioural testing
- Revised Information Architecture
- New user flows and wireframes
- Second round of user validation
- Mid-fidelity designs and user testing
- High fidelity designs
- Interactive prototyping
- Final user testing
- Delivery-ready designs
Project Marketing
Racing.com were proud of their updated app, making sure to emphasise the new features and design on their website and app store descriptions.
The product was marketed through the following channels:
- Social media (Twitter primary source, Facebook and Instagram)
- Broadcast
- Partner advertising – i.e. Sportsbet, Best Bets etc
- Via the app store
Users have responded with positive reviews and praise:
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.
Project Privacy
This project is publicly available on the Apple App Store and Google Play store. All information contained in the app is publicly available.
Digital - Entertainment & Leisure
Digital services have overtaken entertainment and leisure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for nominations that make entertainment even more entertaining.
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