Digital strategy for a motorsports complex

Website redesign

for

NOLA Motorsports

Content strategy

Brand design

Role

UX Designer

Time

8 weeks

Platform

Web

Team

1 creative director, 1 engineer, 1 designer

Problem space

NOLA Motorsports is an expansive motorsports complex near New Orleans offering world-class competition surfaces. My team was acquired to help create strategy for a customer-base that was:

Largely unaware of our services
Not coming back after first interaction
Eager for community

How might we attract and engage a diverse range of motorsports enthusiasts in the deep south?

Foundations

Personas & design principles

I kicked the project off by interviewing customers on-site and our internal stakeholders

Accessible — Anyone can enjoy motorsports
Exciting — A place to accelerate your passion
Safe — Trust is a pre-requisite

Accessible — Anyone can enjoy motorsports
Exciting — Accelerate your passion
Safe — Trust is a pre-requisite

A quick and dirty design system

We had very little time, so I worked tightly with a full-stack engineer to develop a modular CMS and design system in Hubspot.

I worked tightly with a full-stack engineer to develop a quick-and-dirty design system in Hubspot, so that content creators could build quickly using a modular CMS.

Increasing fidelity

As we approached the redesign, we started with pen and paper, and gained alignment cross-functionally at each step.

I worked tightly with a full-stack engineer to develop a quick-and-dirty design system in Hubspot, so that content creators could build quickly using a modular CMS.

Solutions

Responsive site launch

We landed a core IA to speak to the four personas we developed at kickoff.
Key conversion points were detailed track overviews, memberships, and events.

We defined a core IA to speak to the four personas we developed at kickoff.