ATG Play
Addressing the diverse needs of horse racing enthusiasts worldwide, we focused on a design approach that caters to both the avid fan and the casual follower. This dual focus on depth and accessibility not only enhanced user engagement but also earned ATG Play a spot among Internetworld's Top 100 Websites.
ATG Play
Addressing the diverse needs of horse racing enthusiasts worldwide, we focused on a design approach that caters to both the avid fan and the casual follower. This dual focus on depth and accessibility not only enhanced user engagement but also earned ATG Play a spot among Internetworld's Top 100 Websites.
ATG Play
Addressing the diverse needs of horse racing enthusiasts worldwide, we focused on a design approach that caters to both the avid fan and the casual follower. This dual focus on depth and accessibility not only enhanced user engagement but also earned ATG Play a spot among Internetworld's Top 100 Websites.
Client
ATG
My role
UX Designer
Platform
Web, native mobile app
Challenge
The primary challenge for ATG Play was to develop a functional and engaging digital platform that addresses two distinct user groups within the horse racing community: enthusiasts and casuals.
For enthusiasts, the key focus was on funding and integrating advanced functionalities that align with their deep interest in the sport. This includes offering comprehensive access to a vast archive of historical races and detailed statistical data. The design had to ensure that these features are not only robust but also intuitively navigable, enabling enthusiasts to easily locate specific races, historical data, or analytics they are interested in.
Conversely, for casual users, the challenge was to spark and nurture an interest in horse racing. This required presenting race results and other content in a way that is immediately captivating yet not overwhelming.
Challenge
The primary challenge for ATG Play was to develop a functional and engaging digital platform that addresses two distinct user groups within the horse racing community: enthusiasts and casuals.
For enthusiasts, the key focus was on funding and integrating advanced functionalities that align with their deep interest in the sport. This includes offering comprehensive access to a vast archive of historical races and detailed statistical data. The design had to ensure that these features are not only robust but also intuitively navigable, enabling enthusiasts to easily locate specific races, historical data, or analytics they are interested in.
Conversely, for casual users, the challenge was to spark and nurture an interest in horse racing. This required presenting race results and other content in a way that is immediately captivating yet not overwhelming.
Challenge
The primary challenge for ATG Play was to develop a functional and engaging digital platform that addresses two distinct user groups within the horse racing community: enthusiasts and casuals.
For enthusiasts, the key focus was on funding and integrating advanced functionalities that align with their deep interest in the sport. This includes offering comprehensive access to a vast archive of historical races and detailed statistical data. The design had to ensure that these features are not only robust but also intuitively navigable, enabling enthusiasts to easily locate specific races, historical data, or analytics they are interested in.
Conversely, for casual users, the challenge was to spark and nurture an interest in horse racing. This required presenting race results and other content in a way that is immediately captivating yet not overwhelming.
Process
Our approach to transforming ATG Play into a dynamic and user-friendly platform was rooted in comprehensive research and iterative design processes. We engaged in extensive end-user interviews, gathering insights directly from both enthusiasts and casual users. Stakeholder interviews were also conducted to align the platform’s capabilities with business objectives. These insights were crucial in shaping the development of both low and high fidelity prototypes, which underwent rigorous user testing to ensure an optimal user experience.
Process
Our approach to transforming ATG Play into a dynamic and user-friendly platform was rooted in comprehensive research and iterative design processes. We engaged in extensive end-user interviews, gathering insights directly from both enthusiasts and casual users. Stakeholder interviews were also conducted to align the platform’s capabilities with business objectives. These insights were crucial in shaping the development of both low and high fidelity prototypes, which underwent rigorous user testing to ensure an optimal user experience.
Process
Our approach to transforming ATG Play into a dynamic and user-friendly platform was rooted in comprehensive research and iterative design processes. We engaged in extensive end-user interviews, gathering insights directly from both enthusiasts and casual users. Stakeholder interviews were also conducted to align the platform’s capabilities with business objectives. These insights were crucial in shaping the development of both low and high fidelity prototypes, which underwent rigorous user testing to ensure an optimal user experience.
Results
Recognizing the significance of statistics in horse racing, we introduced a feature called Motion Sense. This innovative tool allows users to overlay statistical data on live race feeds. With a simple button press, users can access real-time data such as the speed of the leading horse or detailed statistics of any participant in the race.
To cater to the needs of both enthusiast and casual users, we developed a mobile app focused on learning and historical exploration. The app provides access to the last two weeks of races, complete with the Motion Sense feature. A user can also search for a specific horse, trainer or race to build up their betting intuition.
Results
Recognizing the significance of statistics in horse racing, we introduced a feature called Motion Sense. This innovative tool allows users to overlay statistical data on live race feeds. With a simple button press, users can access real-time data such as the speed of the leading horse or detailed statistics of any participant in the race.
To cater to the needs of both enthusiast and casual users, we developed a mobile app focused on learning and historical exploration. The app provides access to the last two weeks of races, complete with the Motion Sense feature. A user can also search for a specific horse, trainer or race to build up their betting intuition.
Results
Recognizing the significance of statistics in horse racing, we introduced a feature called Motion Sense. This innovative tool allows users to overlay statistical data on live race feeds. With a simple button press, users can access real-time data such as the speed of the leading horse or detailed statistics of any participant in the race.
To cater to the needs of both enthusiast and casual users, we developed a mobile app focused on learning and historical exploration. The app provides access to the last two weeks of races, complete with the Motion Sense feature. A user can also search for a specific horse, trainer or race to build up their betting intuition.