The problem question we were trying to solve for was “how can we engage wider audiences with horse racing in an innovative way?”
We wanted to focus on appealing to a younger and tech savvy audience, who weren’t that interested in horse racing.
The existing industry was in need of engaging ways to utilise new technologies. With no competitors providing such solutions, we sought to be the unique leaders in the market.
We created an Augmented Reality portal door, that allowed users who were anywhere but Randwick on The Everest race day to enter and experience the races through a 360 degree live stream video, using their iOS and Android devices.
Freshly armed with a certificate in Augmented Reality design, I was a keen bean and eager to implement all that I had recently learnt.
After spending solid time researching what was out there and how technically feasible elements were in the given time constraints, we had to continuously refine the scope in order to achieve the MVP.
I worked as the lead UX/UI and AR designer, as well as developing some aspects of the final build in the Unity software.
Low fidelity wireframes
High Fidelity Wireframes
User testing and research
AR was a new field for us all, so we needed test all our concepts fast, to see how our customers would interact with it.
Prototyping an AR portal door for user testing was somewhat difficult in the early stages, especially when you’re just learning and deep diving into this new technology. Therefore, in utilising agile ways I user tested the other similar apps, that had a portal door experience.
After just the first two weeks of testing, we learnt A LOT about how users interact with it, and the key problem areas to fix. As we anticipated, some users had to trouble with following the instructions to launch and place the portal door in their surrounding environment.
After the release we’ve continued collecting feedback to make improvements for the next version.
Yay! We successfully delivered an augmented live broadcast of The Everest race day live from Royal Randwick. Over 10,000 people interacted with the AR Portal to view races live in 360 degree vision, on iOS and Android devices.
The TAB brand perception changed to become viewed as an innovative, tech savvy and fun.
To not be precious about an idea
We all know the saying “don’t fall in love with your first idea”, easier said then done, especially when you’re under the pump! Always have to remember to stay flexible and adaptable to changes that come your way that alter the original product vision.
To work very closely with developers
In this particular project, it was imperative to work quite closely with devs in order to get the best possible outcome for users. Therefore, I learnt it was best to work in close proximity of them (physical space) and share regular progress updates, even at the wireframes and sketches part of the process.
To take on tough challenges
Designing and building this AR Portal was one of the toughest challenge that I’ve worked on in recent years. Not only was I in the deep end with being new to the world of augmented reality, but my team and I were under a very strict hard date which was one of the biggest race days of the year- The TAB Everest. We still managed to perform well and learn a lot along the way.