New UX and design for harness racing tracks

Svensk Travsport is the main organization for Swedish harness racing. They lead, organize and develop the sport. After a successful collaboration with Travskolor.se we received continued trust from Svensk Travsport, where we have developed a shared user experience for the racetracks' websites

 

The assignment

As a second step in Svensk Travsport's development work we have developed new UX and design for the racetracks' websites. Previously the tracks managed their own websites, which often had limited functionality and development opportunities. This contributed to the user experience varying quite a bit between the different tracks. There was therefore a need to present the brand in a more cohesive way. We therefore reviewed features and components that could collectively match the various needs and still create a strong, cohesive user experience.

Given several target groups with different needs and varying levels of knowledge, a logical structure and natural flows became extremely important. Since the venues also have different kinds of needs, we had to find a concept that had a common foundation but could be adapted to some extent. The goal for the new website was to focus on reaching a broader audience, getting more people to visit the venues and increasing sales of tickets, restaurant visits and package offers The goal of the new website - Reach a broader audience - Get more visitors to the venues - Increase sales of tickets, restaurant visits and package deals

The result - modernised and at the same time customer- and business-focused

With users and business goals in focus, we have developed a basic and cost-effective foundation for websites with different editorial needs. On the new website we clearly demonstrate the breadth of the racetracks’ offerings and thus appeal to a broader audience.

With a clear structure and flows we also create a seamless user experience. Clear calls to action encourage action in a natural way. The colour palette is neutral to suit the different racetracks’ brands while at the same time creating a more cohesive user experience across the various racetracks and Svensk Travsport.

 

Visit Bergsåker racetrack website

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