Platform:Kentico Xperience
Services:Discovery, Websites, Digital strategy
IndustriesEnergy
The Challenge

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.

The Objective

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.

The Challenges

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.

One of the best things about this project was how much we learned from each other, and how well we adapted to each other's approach.
Danny MasalkoviskiLead UX Designer
The SolutionResearch, including interviews with users, was essential to the success of the project

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.

A new mobile platform was utilised to optimise both the back and front-end experiences

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.

Embedding a team and adopting agile working practices were key to aid collaboration

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.

Racing.com mobile app
The Results

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.

The numbers speak for themself...
4.6Apple’s App Store app raiting from 3.4
15KReviews on the app store
25%Year-on-year user and session growth figures
No. 2in Australia’s ‘Trending’ App Store list
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We feel we’ve created a far superior experience to the previous version of our mobile app experience; one that enables our users the ability to access information when and where they need it.
Dale StratfordGM of Digital at Racing.com
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