Client assignments
New website makes it easier to find and book trotting schools
Previously all information about trotting schools and courses was on each racetrack’s website. This made it difficult for users and potential customers to actually find and book a course. Few knew that there were trotting schools and many had preconceived ideas that trotting was about racing, gambling and only for those who already know how to ride. But trotting is so much more! Did you, for example, know that there are trotting schools for all ages and skill levels - just like at a riding school or a football school? That you can organize a trotting party or attend a trotting camp? Or that companies can alternate a PowerPoint with tandem driving at their next conference? We certainly had no idea about this before we started the project, but the assignment became all the more fun when we got to dive into a whole new industry.
The assignment in brief
- Gather all courses on a new website
- Increase awareness of trotting schools
- Get more people to sign up for a course
- Enable booking of courses online
How we approached the assignment
A team from Limetta conducted workshops together with a working group from Svensk Travsport. Here we learned more about the industry and understood the core business objectives. To get to know and understand the users' needs, we conducted interviews. Through user scenarios we defined the needs and challenges. A structure with clear flows was developed and wireframes visualized key functions and components. We worked through the graphic profile and tone of voice and developed a new design language that resulted in finished design mockups.
The solution - a modern and user-friendly website
The project involved several of our competencies such as UX, design and front-end development and back-end development. The new website features clear flows and functions that give users a natural platform to easily find and book a course. To increase awareness of trotting schools, the site clearly communicates what a trotting school is and who it is for. We also clearly showcase the breadth of the offerings
The design work took its starting point in a previously partially developed graphic profile with blue and yellow as the dominant colours. Blue and yellow suggest both "Swedish" and have a connection to Svensk Travsport. Clarity and simplicity are keywords in the overall design approach. To maintain good readability and accessibility, for example, yellow is used only against darker colours. A well-balanced typography combined with a simple colour palette and clear messages creates a good balance. The imagery in the new design is an important component that should reflect the softer values of harness racing. It should be inclusive and accessible, depicting riders and healthy horses in authentic and joyful environments.
The solution became a modern and user-friendly website with a logical user flow, neutral colour choices and typography that conveys trust, seriousness and emphasizes selected components in a considered way.
The project involved competencies such as:
- UX
- Design
- Workshops
- Interviews
- Frontend development
- Backend development
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