horse racing case study

horse racing area design conflicted with other sports, increasing user effort to switch between product areas

as the problem was quite complex, it was decided to deconstruct it by breaking down into key user journeys and conducting the following:

• UX audit and usability heuristic evaluation of key user journeys in the horse racing area
• analysis of user behaviour over the past 3 months
• competitor analysis

following the research phase, the first mocks were ideated through continuous iterations based on feedback of 10 designers

observing users interacting with the improved horse racing area, 8 moderated user interviews were conducted

insights gathered during user testing were organised into thematic clusters and analyzed to identify key patterns

based on the insights analysis, pre-user testing mocks were revisited and refined to address identified user pain points

• make it a habit to regularly revisit user data
• while moderated interviews are time-consuming, they provide the best in-depth qualitative insights for complex projects