Keeping the market-leader in first place with a crowded field hot on its heels, through the development of a feature-packed mobile solution
While Racing.com had found an impressive audience with their free-to-air digital television broadcasting service, the brand was lacking the kind of practical mobile solution needed to keep this audience continuously engaged.
With users crying out for on-demand mobile racing content, and competitors emerging quickly to fill this gab in the market, OVO embedded a team within Racing.com to design and build an app that capitalised and built on all the inherent strengths of the brand: comprehensive video content, on-demand statistics and information, and a friendly, intuitive interface.
How to not only solidify, but grow, an enthusiastic audience with an increasing desire for the kind of on-demand racing content Racing.com already had access to?
The challenge required an enhanced, accessible mobile experience that would deliver live, on-demand and easily accessible racing broadcasts, aggregated racing data, news and other timely information to Racing.com’s diverse range of users.
An incompatible mix of pre-existing digital solutions, a range of API integrations, and a growing field of competitors added pressure to this time-critical project
On building the new app, assets needed to be transferred from an existing platform, while the integration of an API layer was required to facilitate the delivery of aggregated statistics and other data from a third-party. All of this had to be overcome in a time-critical environment where competitors were already launching their own mobile solutions in response to the gap in the market.
To begin with, users were broken into four distinct types and, following a comprehensive research period, the new app’s interface was designed to fulfill their demand for racing updates, data and statistics, and on-demand video content.
The platform was chosen to facilitate easier updates, to maximise social media integration and to more easily incorporate an API layer importing race data, statistics and other information from a third-party.
Racing.com remained deeply involved in every aspect of the project, from design to implementation, thanks to the OVO team relocating to work alongside the client. OVO also successfully evolved the existing agile working processes within Racing.com, enabling the project to be launched on-time ahead of the critical Spring Racing Carnival period and allowing the client to optimise the year-round delivery of content to their audience.
Immediate improvements, across all metrics, well beyond the client’s expectations
The growth in Racing.com’s App Store rating have exceeded expectations, boosting the previous iteration’s rating of 3.4 (from approximately 300 reviews) to 4.6 from 15,600 reviews within a year.
Year-on-year and user figures have increased by over 25%, and the app won a silver medal at the 2019 Melbourne Design Awards.
Crucially, Racing.com have retained the improved agile working practices implemented by OVO during the app’s development, improving and expediting their workflows and creating a more dynamic, responsive capabilities.