Role
I designed in-app games, digital rewards, and user customization experiences to enhance fan engagement on the Williams Racing platform, subsequently creating marketing assets to spread the word about these new features.
Outcome
My efforts boosted user registrations by 900% and raised monthly average user retention by 1100%.
Project Overview
The Williams Racing mobile app and website is the most reputable and up-to-date news source showcasing team highlights during the F1 seasons. However, despite the content, the site had low user engagement.
Solutions
To invoke feelings of community and increase engagement on the fan hub, I designed mobile game interfaces where users can unlock digital badges and user customization experiences where users can showcase their badges.
Project Constraints
We aimed to ship these features within 4 months to measure their impact during the F1 season. Our biggest blocker was balancing the time required for legal and branding teams to approve our designs with our own project timeline.
This time crunch impacted our abilities to thoroughly conduct user research and iterate on solutions. To remedy this, I studied design trends and best practices from related industries to inform my solutions.
Pit Wall Predictions - Where users unlock rewards by making predictions
Pit Wall Predictions (PWP) is a game where fans can lock in their predictions for the upcoming Grand Prix races. Project stakeholders had designed the content of the game, my role was to make it feel engaging.
Driver card customization - Where users showcase their badges and share on social media
Our next move was let users show off their badge collection and prove they were Williams Racing's biggest fans. I designed the driver card customization experience that allows fans to express themselves and showcase their badges on a cool, official Williams Racing card.
Weaving PWP and Driver Card experiences throughout the entire hub
Since PWP and driver card experiences are driving forces to getting fans to create accounts, I designed access points to the gaming experience throughout the app, motivating users to sign up.
Marketing these new features
The in-app experiences have been working well, but to increase the exposure of these new digital experiences, I designed promotions for these experiences on social media and shopping channels.
Results
We found that fans who collect badges are our most engaged and loyal fans with a 11x return rate, fans who play Pit Wall Predictions have a 8.8x return rate. Successfully, we’ve designed and discovered ways to grow and retain users which will prepare us for monetizing users.