TAB Race Feed
TAB Corp approached Aura to explore ways to bring their racing data to life
The Problem
TAB was looking at ways to attract and maintain a younger audience while still appealing to exisiting users. They have a wealth of content and data at their disposal and asked Aura to ideate on solutions using this existing material.
Discovery
I conducted 1:1 interviews with exisiting TAB users and commissioned surveys with the target demographic to better understand their needs and behaviours.
From this research we worked with Product to create users stories to guide the design ideation.
Design Iterations
We began a process of presenting rapidly prototyped designs to TAB and getting feedback from their designers, engineers and senior stakeholders.
As designs progressed we continued to test with exisiting TAB users.
The design solution focused on highlighting race data that might be considered too technical for casual users and making it easy and enjoyable to scan and swipe through.
Delivery
We worked in two week sprints with our TAB counterparts to ensure the designs adhered to the existing TAB design system. We had to ensure our designs were accessible, worked on smaller devices and could accomodate a variety of edge cases due to the rapidly changing nature of horse racing and the speed the data is updated.
This was the most difficult part of the process but also most satisfying once we had delivered a robust solution.
Outcome
The Race Feed with our Tips and Runner Ranking modules was added to all TAB mobile racing pages in Sept 2023.
It remains featured on all races in TAB mobile apps which host an estimated 450,000 races annually.
I’m not a racing enthusiast but am proud that the designs are robust and to this day still provide value to the intended audience.
