An industry leading responsive website that helps experienced punters make informed betting decisions.
To streamline and safeguard Racing Post’s digital portfolio with a single product that offers content access and betting from any device.
To kick off this enormous project I attempted to extend our existing web app as it was our most recently-built web-based product.
A few steps along that journey exposed that the tech architecture was unfit.
It also tested badly with customers so I abandoned this approach and gained buy-in to design the product from scratch.
I explored using frameworks like Bootstrap but they needed too many modifications. I revisited usability learnings to guide the design of new, bespoke components and patterns.
Once drawn, I organised a week-long workshop with offshore developers to align design / code skills and build a Sass-based design system.
It was clear to me that the business lacked understanding of responsive & pattern-driven design.
I ran four workshops with groups of ten, including Senior management, to explain the fundamentals.
This transformed the design culture within the company, improving collaboration across departments.
As a group, we examined all user research for behaviour patterns (age, profession, device use etc.).
We filled in knowledge gaps with a survey and betting frequency emerged as the best way to define customers.
I took a few of my designers to racecourses to gain feedback from racegoers on paper prototypes.
This was a useful exercise in customer empathy. Valuable insights came not only from interviewing them but from spending time in their environment.
I introduced the company to usability studies in 2007 engaging research agency, Bunnyfoot, to conduct usability and eye-tracking studies.
As Head of Design, I introduced iterative design sprints to validate new concepts faster than we had been thus far.
I made sure that, with each round of testing, my team evolved the design system adding key insights to relevant pages.
Usability tests helped us optimise conversion funnels: betting journey, bookie account sign-ups, & subscriptions.
What makes it successful?
- Enlisting the advice of industry experts gave a solid foundation on which to base initial design hypotheses.
- The tenacity of those involved in its production – comprising over two-hundred page templates and literally millions of URLs this is one of the internet’s larger websites.
- Involving customers over a long period also had significant impact.
- Staying humble during the design process and trusting in research helped keep the project on the right vector.