Horse on Track.
Sunshine Coast Turf Club.
Role: Team Consultant.
Tools
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Figma
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Illustrator
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Balsamiq
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Canva
Duration: 12 weeks
Deliverables:
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Discovery workshop
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Stakeholder Workshop
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Digital Strategy
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UX Strategy
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Wireframes.
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OVERVIEW
The Sunshine Coast Turf Club is a prominent horse racing organisation located in Queensland, Australia. Renowned for its horse racing events and facilities, the club hosts thoroughbred racing.
Who I worked with
The Sunshine Coast Turf Club (SCTC) is a long-established event host, but faces challenges with declining ticket sales due to online sports betting competition. SCTC partnered with Reload Consulting to revamp its digital strategy, targeting a younger audience, improving inquiries, streamlining processes, and enhancing their website.
The problem
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SOLUTION
Scope
SCTC aims to revamp its digital strategy to attract a younger audience and boost inquiries across various segments; like races, private events, corporate functions, and sponsorships. Key goals involve engaging a younger demographic, improving website performance, boosting social media presence, growing the customer database, and staying competitive amidst attendance declines and online betting competition.
Discovery phase
During the discovery and define phases, stakeholder workshops were pivotal in identifying key target market segments by cross-referencing Google Analytics data and defining guiding personas for content and design decisions.
ANALYTICS & RESULTS
The key Google Analytics was used in the empathise and define phase to guide design decisions. Results for the Sunshine Coast Turf Club (SCTC) website from January 1st to April 1st, 2016, indicate that there were 27,910 unique visits, with 83.55% being first-time visitors and 16.45% returning visitors. The total page views during this period were 48,909. Since the implementation of the UX strategy
Membership & Ticket
Conversion and page visits up average 15%
Social Channels
Increased 20% indicating greater youth participation.
Returning Visitors
Up 15% indicating a growing loyalty from community building focus.
WIREFRAMES
This section outlines a sample of wireframes for the SCTC website in the ideation phase, providing layout and functionality recommendations.
DESIGN
Visual System
Events
Home
Membership
Sub Page
Home Page
Ticket Booking Page
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DESIGN
Information Architecture
The Firebirds website's Information Architecture (IA) is organised, categorising pages into different navigation levels. This structured IA ensures a user-friendly browsing experience based on stakeholder research and reference to analytics.