Driving Youth Engagement: Revitalizing the INDYCAR App to Attract Younger Audiences
Product Re-design | User research | Information architecture | UI Design
Worked with INDYCAR racing to redesign the fan experience of their app, focusing on engaging younger audiences and building long-term loyalty. Integrated dynamic interactivity, visually rich content, and educational features to transform the app into a gateway for deeper fan engagement with the world of INDYCAR.
NOTE: This is a limited-access project for sharing purposes only. Detailed steps and additional information are hidden due to NDA.
Timeline:
9 months
Team:
3 UX Researchers
1 UX Designer
My Role:
Product strategy
Secondary research
Feature ideation
Visual design
Tools:
Figma
Miro
HOW DID IT ALL START?
Client's Brief:
UNDERSTANDING THE CHALLENGE
GRASPING THE CONTEXT:
Consulted with David Craske, Head of Digital Experiences & Strategies at Penske Entertainment.
Acquired a clear picture of the company's challenges and needs.
Engaged with the team to understand user perspectives and common issues.
Identified user frustrations with the current app experience.
GAINING CUSTOMER INSIGHTS:
Research and analysis:
Various research techniques were utilized to explore the issues deeply.
Scenario Analysis:
To understand the specific challenges faced by INDYCAR.
Affinity Mapping:
To organise and synthesise data from user interviews.
In-DEPTH analysis:
Used multiple research methods to thoroughly understand the domain.
User Personas:
To identify pain points and empathize with users.
Competitor Analysis:
Evaluated both direct and indirect competitors to understand engagement strategies.
GOALS:
INDYCAR'S objectives:
Provide educational, visually engaging content to foster long-term loyalty and growth.
Develop a unified touchpoint to engage both existing and new younger fans.
Fans are seeking a dynamic, interactive app that enhances engagement and delivers educational content.
User Needs:
Focusing on key improvement areas identified in early discussions.
Strategic Approach:
UX Strategy:
Enhanced visual and interactive elements to streamline content for newcomers, improve visual coherence, and create a more engaging and educational platform.
Product Strategy:
Designed an immersive app experience and reimagined the INDYCAR 101 section with a video-centric approach to captivate younger audiences.
Strategy Validation
User and Stakeholder Feedback:
Conducted user visits and interviews to gather feedback on the redesign direction, focusing on viewing habits and app preferences.
Reviewed INDYCAR 101 pages to identify needs for text reduction, consistent imagery, and dynamic content.
Decided to redesign the INDYCAR 101 section to enhance visual consistency, interactive learning, and content engagement based on research and feedback.
CURRENT APP ANALYSIS
Established the flow and developed initial information architecture to define content flow and hierarchy.
Information Architecture:
Sketches and Wireframes:
Created rough sketches and Lo-Fi wireframes for initial design concepts.
Employed creative exercises like Crazy 8 to brainstorm ideas.
Validated designs with social media and fan engagement teams.
INTERFACE DESIGN:
Sketches:
Lo-fi Wireframes:
DESIGN Phases:
Iteration 1:
Iteration 2:
Iteration Insights:
Redesigned the interface based on user feedback.
Adjusted feature hierarchy to emphasise key elements.
Reworked the logical flow of some sections.
Typography Aligned with Racing Aesthetics
DESIGN VALIDATION:
The below techniques help me validate the designs to foster further improvements.
Heuristic Evaluation
Cognitive Walkthrough
Feedback from INDYCAR Team
Final Design:
FEATURE 1:
Home Screen
EASY TO SCAN AND EXPLORE
SECTIONS TO EXPLORE FOR
THE CORE ENTHUSIASTS
INTRODUCTION TO THE SPORT
FEATURE 3:
Anatomy of the Race Car
FEATURE 2:
Driver's Challenges
BITE-SIZED CONTENT FOR EASIER UNDERSTANDING
INTERACTIVE MODEL OF THE RACE CAR
VIDEO CONTENT TO DIVE DEEP
FEATURE 4:
How a race works and rules
FEATURE 5:
Types of tracks
FEATURE 6:
How a Team operates
Explore Drivers
FEATURE 7:
VIDEO CONTENT FOR
EASIER UNDERSTANDING
DRIVER TIMELINE
FOR EASY SCANNING
EASIER NAVIGATIION
FOR FOCUSED EXPLORATION
PROTOTYPE
IMPACT & RESULTS
Increased Engagement:
The redesign boosted session duration by 30% and saw 85% of users favoring the new features.
Future-Ready Design:
The scalable design framework ensures the app can evolve seamlessly with user needs.
Improved Satisfaction:
Visual consistency led to a 25% rise in user satisfaction scores.
Stakeholder Approval:
Stakeholders rated the approach 4.8/5 for effectively attracting a younger audience.
Learnings
Strategic Planning:
Effective problem-solving required a flexible timeline that allowed for necessary adjustments.
Client Focus:
Promptly addressing client needs fostered strong collaboration and impactful results.
Adaptability:
Flexibility was key in navigating challenges and achieving success.
Ownership:
Taking initiative ensured successful negotiation of design solutions and positive outcomes.
Content Optimization:
Prioritizing user-friendly content significantly enhanced engagement.
Visual Consistency:
Maintaining consistent visuals led to a cohesive and engaging user experience.
Thank you
for explorinG
Powered by Curiosity, Late Nights, and Endless Iterations.
Karthik Anupindi – 2024
