Royal Ascot
Helpful guides created to communicate information on upcoming race day events while capturing the glamour of the race day experience.
Information at your fingertips.
Ascots’s objective of expanding their hospitality venues and broadening its consumer base inspired the content hierarchy and user journeys on the new hospitality feature across the platform. Findings from research indicated that there was a lot of hesitation for people contemplating attending an event at Ascot, which ultimately prevented them from booking. For example, users were concerned about parking, dress codes, and how the weather affects the day.
I was responsible for refining wireframes engineered by UX and creating the UI for helpful guides which were incorporated within the hospitality design to clearly communicate this information. Likewise, the ‘Plan Your Day’ feature was redefined to bring key details to the forefront that were previously buried across the platform, feeding users relevant information and creating up-selling opportunities through tailored packages.
Creating a slick mobile experience
To improve navigation and mobile usability, the existing top-heavy “mega-nav” was replaced with a simplified hamburger menu, supported by an expandable secondary bottom navigation for quickly accessing race days. The interface was redesigned with a mobile-first approach, introducing modular layouts and more prominent calls to action to guide user behaviour.
The solution was validated through extensive user testing with focus groups, ensuring the experience performed effectively across both mobile and desktop prior to launch.
