The Jockey Club
The Jockey Club is a prominent figure in British horse racing. They own and manage renowned racecourses throughout the country, hosting spectacular events like The Grand National, Cheltenham Festival, and The Investec Derby.
The challenge
The design challenge involved consolidating the 16 Jockey club owned websites and combining them into a single, compelling and engaging digital hub. With this in mind we proposed a modular design system approach which would maximise efficiency for the client and allow a consistent engaging design. This would allow the client to maximise efficiency while providing them with a flexible design system that would suit their needs.
The approach
The approach was to address the challenge of consolidating 16 different racecourses into a single digital presence while also boosting revenue and up-sell opportunities.
Assessment and Research:
Begin by conducting a comprehensive assessment of the existing digital presence, e-commerce platforms, and racecourse-specific websites.
Identify the strengths, weaknesses, opportunities, and threats associated with each racecourse.
User Research:
Conduct user research, including surveys, interviews, and usability testing, to gain insights into the preferences and needs of racegoers and potential customers.
Unified Branding:
Develop a cohesive branding strategy that incorporates elements from all 16 racecourses while maintaining a consistent look and feel across the digital presence.
Ecommerce Redesign:
Redesign the e-commerce journey to provide a seamless and intuitive experience for purchasing tickets, merchandise, and other offerings.
Implement features such as personalised recommendations, easy checkout, and secure payment processing.
Mobile Responsiveness:
Ensure the digital presence is fully responsive to accommodate users on various devices, including smartphones and tablets.
The outcome
We designed and built a completely new .com which consolidated the content, events and booking journeys of the full set of racecourses. We met and exceeded the KPI’s and succeeded in raising ticket sales and driving new revenues for the business.
14.1% Increase in users
15.5% Increase in revenue
23.2% Increase in sessions
34.6% In funnel completion rate
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UI/UX | Design system | Art direction | Prototyping