PHOENIX INTERNATIONAL RACEWAY APP
Project
Brand and mobile app redesign
CLIENT
International Speedway Corporation (ISC)
Deliverable
Native iOS and Android mobile apps
Update brand guidelines
This was great project to work on because the client came to us asking for a complete overhaul of their brand and, subsequently, the relaunch of their new mobile app to match. My team allowed me to take complete creative freedom with my ideas and just run with them. In addition to redesigning, I conceptualized and created exciting new features that raised the bar of what our platform could do, including two new augmented reality experiences.
ROLE
UX/UI/Visual Designer
COLLABORATORS
Account Manager
Chief Marketing Officer
Business Development Manager
Mobile Developers
Client
TOOLS
Adobe Illustrator CC
Adobe Photoshop CC
Adobe InDesign CC
CHALLENGES
Client gave no clear direction or specifics on what exactly they wanted, other than just “something new.”
Even though the client was open to adding new features, I had to work to also stay within the confines of the current platform.
Ensure that the proposed features were feasible by discussing with development team.
GOALS
Create a bold, fun, and colorful brand that allows for creative flexibility.
Prioritize readability throughout entire the mobile app experience.
Leverage technological features, such as geofencing and augmented reality, to provide users with a new way of interacting with the client.
PROCESS
Research
Review the client’s existing brand, identifying specific areas that need improvement.
Discuss
Meet with all stakeholders to discuss overall goals and timeline.
Ideate
Using pencil and paper, create rough sketches of preliminary app ideas and logo design.
Design
Using a combination of Adobe Illustrator, create a more modern logo and color palette. With those brand guidelines in place, completely design the new mobile app experience.
Internal Review
After creating full workflows of main screens, present to management team for feedback. Make revisions as necessary.
Client Presentation
Using Adobe InDesign, create a presentation deck to deliver to the client (both print and digital). Sit in with the team during meeting to address any questions or concerns the client may have.
Requests
Make edits based on client feedback.
Handoff
Upon client approval, create / output mobile assets for a smooth handoff to the development team.
Branding Assets
Create branding guidelines and assets for client to leverage across all of their media.
MOBILE APP features
Augmented Reality Wayfinding
By utilizing the AR capabilities of smartphones, users can point their device in any direction to locate points of interest, along with the distance away from them. The user is also able to filter which items they’d like to focus on, making finding things like the closest restroom a breeze!
Augmented Reality Ticketing Experience
Add even more excitement and hype to the event by using AR to experience 3D animations that come to life right before your eyes. Something like the map of the race track can become a fun interactive experience that can be viewed from any angle.
Purchasing
Skip the lines by ordering food or merchandise straight from your seat. After completing your order, you can arrive at a designated pick up location and show your generated QR code to receive your items completely hassle-free.
Scavenger
Participate in a scavenger hunt that spans the entirety of the race track and win various prizes. By scanning QR codes at designated areas, you mark each location objective completed. Prize badges show your progress towards each prize.
My Race Day
Create a unique video of your race day experience! By utilizing geofence technology, all you need to do is walk through a designated area to add it as an event to your timeline (you can also add your own media). Then a customized video will be rendered for you to share!
Parking Lot
This feature shows a live and up-to-date status of each parking lot so that it is something you don’t need to stress out about when arriving to the event. Additionally, you can mark your lot for easy locating at the end of the day.
CONCLUSION
The client was blown away with the proposed brand updates! They even wanted to push the new new branding across their social media as soon as possible. The good mix of bright colors and high quality photography will really makes the entire brand pop.
The mobile app was also very well received. At first, I only conceptualized the two AR features, but the client loved it so much that they wanted to push it even further in order to give their users an unmatched experience. From scavenger hunts, parking information, “My Race Day,” along with the AR features, Phoenix International Raceway easily sets themselves apart from the crowd.
Through the successes of this project, the client asked that we improve upon the other raceway apps across their portfolio.
