The Jockey Club, commercial owner of 14 racecourses in the UK including Cheltenham, Aintree and Newmarket wanted to re-design all their websites in order to:
- Unify and standardise all racecourse websites under The Jockey Club global brand.
- Inspire and excite race goers in order to increase ticket sales.
- Promote conferencing and events facilities to increase venue hire enquiries.
I created proto personas of key audience types based on some initial research my colleagues had conducted. These were used as artefacts to prioritise content and as tools in client and team discussions.
Content & GA Audit
I conducted an audit of content from the existing websites, in order to identify similarities, gaps and redundancies. This was backed by a GA audit, which showed where the most engaging content was on the sites.
From this I was able to formulate a content strategy, which I presented to regional racecourse owners, convincing them to adopt the new content model. A content matrix was used to show how they could use the new content hubs to direct traffic towards their business goals.
Taxonomy & Tree Testing
I went through 2 iterations of taxonomy for the new website using tree testing to validate labelling and structure improving it significantly between rounds of testing.
I worked collaboratively with the lead visual designer to explore the different templates for the new site.
User Journeys & Wireframes
I produced documentation to define user flow through the system and wireframes for each of the templates. There was a short round of light-weight user testing to optimise the templates.
I worked closely with the visual designer who translated the brand guidelines onto the new page templates.
Coding & Content
I worked closely with front end developers to ensure the responsive design implementation maintained consistency with the UX vision, and I worked with back end developers to create an effective CMS. I also helped lead final copy direction, which was handled by different regional stakeholders, before the sites were launched.