Coral Racing Club
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.
Kiosk before redesign
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.
Example of the Sports Page
Also, I went the extra mile and also created a few examples of the screens for a Horse Profile Page and Our Horses Page.
The stakeholders loved the idea and decided they wanted us to take over the project and restructure it from scratch.
Also, I went the extra mile and also created a few examples of the screens for a Horse Profile Page and Our Horses Page.
The stakeholders loved the idea and decided they wanted us to take over the project and restructure it from scratch.
Also, I went the extra mile and also created a few examples of the screens for a Horse Profile Page and Our Horses Page.
The stakeholders loved the idea and decided they wanted us to take over the project and restructure it from scratch.
User persona
Example of competitor analysis for betslip
Example of field research
Research findings summary
Solutions
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.
Example of wireframes for top navigation, side menu and betslip (no selections).
Example of wireframes for top navigation, side menu and betslip (with selections).
Example of user profile
Example of betslip scenarios
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.
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.
Key learnings
Designing for a global audience
Localisation is critical—what works in one market may not translate to another.
Designing for a global audience
Localisation is critical—what works in one market may not translate to another.
Designing for a global audience
Localisation is critical—what works in one market may not translate to another.
Designing for a global audience
Localisation is critical—what works in one market may not translate to another.
Designing with flexibility
Design flexibility is essential for addressing unforeseen constraints during implementation.
Designing with flexibility
Design flexibility is essential for addressing unforeseen constraints during implementation.
Designing with flexibility
Design flexibility is essential for addressing unforeseen constraints during implementation.
Designing with flexibility
Design flexibility is essential for addressing unforeseen constraints during implementation.
Validating assumptions
Always validate assumptions through user testing to uncover hidden pain points.
Validating assumptions
Always validate assumptions through user testing to uncover hidden pain points.
Validating assumptions
Always validate assumptions through user testing to uncover hidden pain points.
Validating assumptions
Always validate assumptions through user testing to uncover hidden pain points.