Coral Racing Club
Creating a platform to bring users closer to the world of horse racing
Overview
When Coral envisioned the Racing Club, it was about more than just horse racing—it was about connecting users to the thrill of shared ownership and the camaraderie of race day.
Initially developed by an external agency, the early designs raised concerns. Stakeholders were frustrated by unclear user flows, missing pages, and a lack of alignment with Coral Sportsbook’s established ecosystem.
What started as an advisory role quickly grew into a full-fledged ownership of the project. Over six intense weeks, I led the design team to transform the Coral Racing Club into a feature that seamlessly integrated with the Coral Sportsbook while offering a distinct and engaging user experience.
When Coral envisioned the Racing Club, it was about more than just horse racing—it was about connecting users to the thrill of shared ownership and the camaraderie of race day.
Initially developed by an external agency, the early designs raised concerns. Stakeholders were frustrated by unclear user flows, missing pages, and a lack of alignment with Coral Sportsbook’s established ecosystem.
What started as an advisory role quickly grew into a full-fledged ownership of the project. Over six intense weeks, I led the design team to transform the Coral Racing Club into a feature that seamlessly integrated with the Coral Sportsbook while offering a distinct and engaging user experience.
When Coral envisioned the Racing Club, it was about more than just horse racing—it was about connecting users to the thrill of shared ownership and the camaraderie of race day.
Initially developed by an external agency, the early designs raised concerns. Stakeholders were frustrated by unclear user flows, missing pages, and a lack of alignment with Coral Sportsbook’s established ecosystem.
What started as an advisory role quickly grew into a full-fledged ownership of the project. Over six intense weeks, I led the design team to transform the Coral Racing Club into a feature that seamlessly integrated with the Coral Sportsbook while offering a distinct and engaging user experience.
The problem
Inconsistency with Coral Sportsbook
The initial designs didn’t align with Coral’s existing Sportsbook experience, risking user confusion.Unclear Journeys
Missing screens and undefined user flows left stakeholders unsure how the feature would work in real-world scenarios.Lack of Flexibility for Growth
The agency’s approach didn’t account for the Racing Club’s planned evolution, limiting its future potential.
Inconsistency with Coral Sportsbook
The initial designs didn’t align with Coral’s existing Sportsbook experience, risking user confusion.Unclear Journeys
Missing screens and undefined user flows left stakeholders unsure how the feature would work in real-world scenarios.Lack of Flexibility for Growth
The agency’s approach didn’t account for the Racing Club’s planned evolution, limiting its future potential.
Inconsistency with Coral Sportsbook
The initial designs didn’t align with Coral’s existing Sportsbook experience, risking user confusion.Unclear Journeys
Missing screens and undefined user flows left stakeholders unsure how the feature would work in real-world scenarios.Lack of Flexibility for Growth
The agency’s approach didn’t account for the Racing Club’s planned evolution, limiting its future potential.
Original software design
Design review and advisory concepts
I was asked to provide some expertise regarding user flows and components for the external Agency, that worked on Coral Racing Club designs.
A critical feature of the Racing Club was creating an exciting new experience based on the Coral Sportsbook to provide a smooth transition, also distinction of the content for guests and opted-in users.
By highlighting the main pain points, I was able to come up with the right solution and solve the right problem.
To begin the advisory part I created low-fi user flows and examples of behaviour for navigation and menu.
I was asked to provide some expertise regarding user flows and components for the external Agency, that worked on Coral Racing Club designs.
A critical feature of the Racing Club was creating an exciting new experience based on the Coral Sportsbook to provide a smooth transition, also distinction of the content for guests and opted-in users.
By highlighting the main pain points, I was able to come up with the right solution and solve the right problem.
To begin the advisory part I created low-fi user flows and examples of behaviour for navigation and menu.
I was asked to provide some expertise regarding user flows and components for the external Agency, that worked on Coral Racing Club designs.
A critical feature of the Racing Club was creating an exciting new experience based on the Coral Sportsbook to provide a smooth transition, also distinction of the content for guests and opted-in users.
By highlighting the main pain points, I was able to come up with the right solution and solve the right problem.
To begin the advisory part I created low-fi user flows and examples of behaviour for navigation and menu.
User research findings
Heuristic Evaluation raiting
Minimum requirements for MVP - first iteration
Taking the ownership of the project
To address the design concerns, I created detailed examples for key screens like the Horse Profile and Our Horses pages. These impressed stakeholders so much that they entrusted our team with full project ownership, allowing a complete restructuring.
Following the stakeholders' enthusiastic approval, I met with my managers to strategize. Given the tight deadline, we brought another UX designer on board to support the effort. Together, we initiated the process with a formal kick-off meeting with the stakeholders to align on objectives and next steps.
To address the design concerns, I created detailed examples for key screens like the Horse Profile and Our Horses pages. These impressed stakeholders so much that they entrusted our team with full project ownership, allowing a complete restructuring.
Following the stakeholders' enthusiastic approval, I met with my managers to strategize. Given the tight deadline, we brought another UX designer on board to support the effort. Together, we initiated the process with a formal kick-off meeting with the stakeholders to align on objectives and next steps.
To address the design concerns, I created detailed examples for key screens like the Horse Profile and Our Horses pages. These impressed stakeholders so much that they entrusted our team with full project ownership, allowing a complete restructuring.
Following the stakeholders' enthusiastic approval, I met with my managers to strategize. Given the tight deadline, we brought another UX designer on board to support the effort. Together, we initiated the process with a formal kick-off meeting with the stakeholders to align on objectives and next steps.
Final outcome from the workshop
Solutions
Enter Haze, a fullscreen horizontal portfolio showcase designed to put your visuals front and center. By leveraging a unique, full-screen horizontal layout, Haze transforms how branding projects are visibled, allowing your work to be presented in a striking and memorable way. Developed in Framer, this template ensures a seamless experience, making it the perfect solution.
Enter Haze, a fullscreen horizontal portfolio showcase designed to put your visuals front and center. By leveraging a unique, full-screen horizontal layout, Haze transforms how branding projects are visibled, allowing your work to be presented in a striking and memorable way. Developed in Framer, this template ensures a seamless experience, making it the perfect solution.
Enter Haze, a fullscreen horizontal portfolio showcase designed to put your visuals front and center. By leveraging a unique, full-screen horizontal layout, Haze transforms how branding projects are visibled, allowing your work to be presented in a striking and memorable way. Developed in Framer, this template ensures a seamless experience, making it the perfect solution.
Current flow v new flow
Defining the Vision
To stay focused, we set five clear design goals:
Engage users through competitions and race day features.
Build a future-proof design that could scale with the Racing Club’s ambitions.
Use a modular structure for CMS flexibility.
Provide clear journeys for both guests and members.
Reuse Sportsbook elements wherever possible to ensure familiarity.
To stay focused, we set five clear design goals:
Engage users through competitions and race day features.
Build a future-proof design that could scale with the Racing Club’s ambitions.
Use a modular structure for CMS flexibility.
Provide clear journeys for both guests and members.
Reuse Sportsbook elements wherever possible to ensure familiarity.
To stay focused, we set five clear design goals:
Engage users through competitions and race day features.
Build a future-proof design that could scale with the Racing Club’s ambitions.
Use a modular structure for CMS flexibility.
Provide clear journeys for both guests and members.
Reuse Sportsbook elements wherever possible to ensure familiarity.
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This wireframe was shared in the initial stakeholder meeting to assess technical feasibility.
Stakeholders interviews
Stakeholders interviews
Stakeholders interviews
We began the research phase by conducting stakeholder interviews to uncover business goals, technical requirements, and legal constraints. Ideally, this would have been complemented by user testing to gain deeper insights, but time and resource limitations meant that the project timeline could not accommodate this step.
We began the research phase by conducting stakeholder interviews to uncover business goals, technical requirements, and legal constraints. Ideally, this would have been complemented by user testing to gain deeper insights, but time and resource limitations meant that the project timeline could not accommodate this step.
We began the research phase by conducting stakeholder interviews to uncover business goals, technical requirements, and legal constraints. Ideally, this would have been complemented by user testing to gain deeper insights, but time and resource limitations meant that the project timeline could not accommodate this step.
The test results revealed no significant functionality issues. While some training will be required, the system proved intuitive, even for first-time users.
Competitor analysis
Competitor analysis
Competitor analysis
To fill in the gaps, I conducted a competitive audit to explore how similar features are executed across other platforms. While Coral Racing Club lacked direct competition, I extended the research to include applications and websites with analogous features, identifying best practices and potential opportunities.
I explored introducing a swipe feature for browsing horse and trainer profiles—an interaction inspired by competitive research. However, due to tight deadlines, I prioritized a simpler, actionable solution, ensuring the project stayed on track while meeting user needs."
To fill in the gaps, I conducted a competitive audit to explore how similar features are executed across other platforms. While Coral Racing Club lacked direct competition, I extended the research to include applications and websites with analogous features, identifying best practices and potential opportunities.
I explored introducing a swipe feature for browsing horse and trainer profiles—an interaction inspired by competitive research. However, due to tight deadlines, I prioritized a simpler, actionable solution, ensuring the project stayed on track while meeting user needs."
To fill in the gaps, I conducted a competitive audit to explore how similar features are executed across other platforms. While Coral Racing Club lacked direct competition, I extended the research to include applications and websites with analogous features, identifying best practices and potential opportunities.
I explored introducing a swipe feature for browsing horse and trainer profiles—an interaction inspired by competitive research. However, due to tight deadlines, I prioritized a simpler, actionable solution, ensuring the project stayed on track while meeting user needs."
Designing User Journeys
I crafted detailed user flows to cover multiple scenarios, including:
Registration flow
A seamless process for guest users to sign in through Coral Sportsbook and access Racing Club features.
I crafted detailed user flows to cover multiple scenarios, including:
Registration flow
A seamless process for guest users to sign in through Coral Sportsbook and access Racing Club features.
I crafted detailed user flows to cover multiple scenarios, including:
Registration flow
A seamless process for guest users to sign in through Coral Sportsbook and access Racing Club features.
Design system
Design system
Key learnings
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
User-Centered Design
Collaborating with users ensured the final product directly addressed their pain points, creating a solution they felt confident using.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Phased implementation
By phasing the implementation, I delivered value early while addressing technical and resource limitations over time.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.
Balancing flexibility, user focus, innovation
Staying flexible and user-focused while balancing innovation and practicality.