Problem
In the realm of horse racing, an industry steeped in tradition, we identified a pressing need for a comprehensive and immersive viewing platform that would not only cater to long-time enthusiasts but also open the doors to a new generation of fans. The challenges we encountered were multi-faceted and profound, reflecting the unique dynamics of the horse racing world.
Legacy Viewing Experience: Historically, horse racing enthusiasts had limited options for enjoying the sport. They were primarily confined to physically attending racetracks, which often posed logistical challenges, such as travel and accessibility. Additionally, traditional TV broadcasts were fragmented and lacked the interactive elements that modern viewers crave.
Fragmented Betting Process: For those keen on placing bets, the process was often fragmented and involved switching between various platforms and devices. The lack of a seamless integration between the viewing experience and betting capabilities created friction and hindered engagement.
Limited Reach and Engagement: The horse racing industry faced the challenge of expanding its reach and engaging with a broader audience. The absence of a captivating digital platform meant that the sport remained confined to its core fan base, with limited opportunities to attract new enthusiasts.
Lack of Educational Resources: One of the barriers to entry for newcomers to horse racing was the complexity of betting and understanding the nuances of the sport. There was a need for educational tools that could bridge the knowledge gap and empower novices to participate confidently.
Underutilized Entertainment Potential: Racetracks are vibrant hubs of entertainment, hosting concerts, events, and other activities that enhance the overall experience. However, these aspects often went unnoticed by a wider audience, representing an untapped potential for growth.
Brand Consistency: Maintaining a consistent brand identity across various platforms and channels posed a significant challenge. It was essential to ensure that the TV application seamlessly aligned with the established 1ST BET brand while delivering a unique and immersive experience.
Addressing these challenges required a strategic and multidisciplinary approach that encompassed technology, design, user engagement, and branding. Our goal was to revolutionize the horse racing viewing experience by providing a digital platform that addressed these pain points, delivering unprecedented value to both long-time enthusiasts and newcomers to the sport.
Process
Our journey began with a deep dive into the technical intricacies of creating a multi-stream TV application. We harnessed the power of Phoenix, a robust backend system, to manage multiple streams efficiently. Collaborating closely with a cross-functional team, including Senior Designer Nirav S and Junior Designer Vinay M, we meticulously crafted the user interface and design elements. Simultaneously, we worked with the brand team to ensure a consistent and visually appealing experience that aligned with the 1ST Bet brand.
Innovative thinking led us to introduce the paper-betting TV experience, designed to educate and engage new users. We ran workshops and gathered insights from internal stakeholders and executives to refine our strategy. Throughout the process, we maintained a user-centered approach, conducting rigorous testing and incorporating user feedback to create an intuitive and engaging TV application.
1. Phoenix Backend Integration: At the core of our TV application was the integration of the Phoenix framework, a powerful backend technology that enabled us to manage and deliver multiple live streams simultaneously. Phoenix's real-time capabilities ensured that viewers could seamlessly switch between races, view in-depth statistics, and access additional content, all while maintaining a smooth and uninterrupted experience.
2. User-Centered Design: Our design approach was firmly rooted in delivering a user-centered experience. Lead Designer Nirav S and the design team, including Vinay M, worked diligently to create an intuitive and visually appealing interface. We conducted extensive user research to understand the needs and preferences of both seasoned horse racing fans and newcomers. This research informed the design choices, resulting in an interface that was easy to navigate, aesthetically pleasing, and conducive to engagement.
3. Seamless Betting Integration: To address the fragmented betting process, we implemented a seamless integration with the existing 1ST BET mobile application. This allowed users to place bets directly through the TV app, eliminating the need to switch between devices or platforms. The integration also ensured that users could access real-time odds and updates, enhancing their betting experience.
4. Educational Tools: Recognizing the need to educate newcomers to the sport, we introduced a paper-betting TV experience. This feature enabled users to learn the basics of horse racing and betting using play money, providing a risk-free and educational environment. It served as a valuable onboarding tool, helping new enthusiasts build confidence and understanding.
5. Entertainment Showcase: We didn't stop at revolutionizing the viewing and betting experience. Our TV application featured a dedicated section for entertainment, where users could explore and engage with the vibrant atmosphere of racetracks. Live streaming of concerts and other events brought the excitement of the parks directly to viewers, extending the reach of horse racing beyond traditional boundaries.
6. Brand Consistency and Collaboration: Ensuring brand consistency across platforms was a top priority. We collaborated closely with the brand team to create a cohesive brand design system that seamlessly translated to the television experience. This alignment helped maintain the integrity of the 1ST BET brand while enhancing the overall visual identity of the TV application.
7. Continuous Testing and Iteration: Throughout the development process, we conducted rigorous testing and gathered feedback from users, internal stakeholders, and the brand team. This iterative approach allowed us to refine and enhance the TV application, addressing any issues or user concerns promptly.
8. Cross-Functional Collaboration: Our team's collaboration extended beyond design and development. We worked closely with Hoda Z, the UX Researcher, to conduct user studies and gather insights into user behavior and preferences. Additionally, our partnership with Nate K, the Senior UX Designer, and Tom H, the Director of Design, ensured a holistic and strategic approach to the design and user experience.
Outcome
The result of our collective efforts is the groundbreaking "1ST BET TV" application, now in its final stages of private beta testing. This TV app offers an unparalleled horse racing experience, combining live streaming, betting, education, and entertainment. With Phoenix at its core, it efficiently manages multiple streams, ensuring a smooth viewing experience.
The integration with the 1ST Bet mobile app simplifies betting, making it accessible from the comfort of viewers' living rooms. The paper-betting feature empowers newcomers to learn the ropes without financial risk, fostering education and confidence.
Furthermore, the addition of live streaming for concerts and live talent broadens the horizons of horse racing, attracting a global audience and extending the sport's reach. Our collaboration with the brand team ensures a cohesive brand design system, reinforcing brand recognition and trust.
As we prepare for the official launch, we anticipate that "1ST BET TV" will revolutionize the horse racing viewing experience, delighting existing fans and attracting new enthusiasts. Our partnership with 1ST BET has set a new standard for horse racing entertainment, and we are excited to witness the positive impact it will have on this beloved sport.
