Breeders Cup

Elevate aesthetics and digital experience for richest thoroughbred race in USA and 2nd richest the world.

Before After

Need

Enhance the site’s user experience, enabling racing enthusiasts, ticket buyers, and bettors to feel and learn more about the world-class experience of attending the Breeders’ Cup World Championships.

My Role

Design System,
UX Interviews,
Product discovery,
End-to-end oversight,
Prototyping,
Usability Testing

TLDR; Solution

Provided Breeders Cup (BCL) with a full responsive visual website redesign, new horse contender avatars, multicast live stream player, seamless ticketing experience, intuitive site architecture, enhanced content serving capabilities, and a streamlined mobile experience, the new site demonstrates Breeders’ Cup’s deep commitment to the fan experience.

Also redesigned newsletter and mobile application for iOS and Android to match with updated visual aesthetic and experience.

Design Process

My process is a combination of Lean UX and Design Thinking. This approach is an ongoing iteration-dependent process that is built upon measurable goals along with research as the main focus.

Competitive Analysis

I conducted a Competitive Analysis to identify the competitors strengths and weak points. The analysis was done in 2 stages; first on the competitors which share similar features and functionalities like Ascot, second on those less similar but with features that can potentially be added.

Analytics Review

I performed a historical data analysis on the existing BCL website. Looking at dead links, heat maps, we spotted the user experience issues and at what point the users drop off.

Stakeholder Workshop

I set up a workshop with stakeholders to define the website goals along with business and user objectives. Through the workshop we were able to gain a thorough understanding of user needs and possible case scenarios for user experience.

Here we fleshed out the iteration outline and established a roadmap according to the ongoing business and performance analysis.

UX Audit

I performed a Heuristic Evaluation to pinpoint the usability issues. To do so, I followed Nielson Norman Group “10 Usability Heuristics” and collaborated with 3 other UX design experts as evaluators, examining its compliance with recognized usability principles.

1. Visibility of system status
2. Match between system and the real world
3. User control and freedom
4. Consistency and standards
5. Error prevention
6. Recognition rather than recall
7. Flexibility and efficiency of use
8. Aesthetic and minimalist design
9. Help users recognize, diagnose, and recover from errors
10. Help and documentation

Using Miro board and rough sketches, I generated various ideas to identify target audience and their pain points. I then created Personas and User Journey Map, two very helpful documents that are used to develop the Information Architecture and interaction.

User Flow showcase

Ideation

I started doing rapid sketch iterations, using data from the research stage and came up with several potential solutions. Using feedback from other stakeholders, I did some initial validations on the sketches and was able to narrow down the ideas.

Mockups

Once we made several changes to the navigation and optimized the information architecture, I was able to produce low and high-fidelity mockups using the wireframes elements. These were used to create prototypes that were utilized to perform iterative rounds of quantitative and qualitative user testing.

Design System

Process

Stake holder Interviews –

I was solely responsible for User experience and user Interface Design and led all the design process, conducting various rounds of qualitative and quantitative research and creating sketches, wireframes, mockups, and prototypes, while collaborating closely with the developers to ensure the quality of implementation.

Execute the Roadmap

Continue to deliver quality digital experiences across the NFL, NBA, NHL, F1, and Utah.