UX/UIWebsite - App
CategoryEvents
Project Duration4 Months
Project TypeEntertainment
SAGP
RESEARCH
Wire-framing
DESIGNING
DEVELOPMENT
TESTING
Jan
2024
2024
Saudi Arabia
RESEARCH
Wire-framing
DESIGNING
DEVELOPMENT
TESTING
SAGP
Jan
2024
2024
Saudi Arabia
Maximumspeedin Jeddah!
in Jeddah!
Overview
SAGP (Saudi Arabian Grand Prix) partnered with us to revamp their digital platforms, website and mobile app, to deliver a richer, more engaging experience for motorsport fans.
The goal was to transform the platform into a comprehensive destination where users can book hospitality services, explore event highlights, watch multi-angle race footage, and navigate the circuit with ease.
Project Process
01
stakeholder interviews
02
Gathering requirements
03
Competitor analysis
04
Analysis and Reporting
05
Ideation Workshop
06
Design system & ui design
07
High-Fidelity Prototyping
08
Development & testing
Project Process
01
stakeholder interviews
02
Gathering requirements
03
Competitor analysis
04
Analysis and Reporting
05
Ideation Workshop
06
Design system & ui design
07
High-Fidelity Prototyping
08
Development & testing
Challenge/Problem Statement
Challenge/
Problem Statement
The Challenge
SAGP’s digital experience lacked the energy and functionality expected from a premier racing event:
- The web and app design were outdated and didn’t reflect the event’s modern identity.
- Hospitality bookings, entertainment scheduling, and event announcements were scattered and poorly managed.
- Key content like race angles, team previews, and circuit navigation was either missing or hard to access.
- Users struggled to track events, book services, or stay engaged, both online and on-site.
- No gamification or real-time interaction existed to boost user engagement.
Tackling the Problem?
We re-imagined the entire platform with users at the center:
- Built a new tab for hospitality services, including bookings for restaurants and VIP experiences.
- Introduced online and offline entertainment bookings, all in one place.
- Applied the updated SAGP brand identity across both platforms for consistency.
- Reorganized and restructured content architecture to improve discoverability and flow.
- Developed a new announcement system integrated across multiple screens.
- Added a live highlights and updates module for real-time race content.
- Designed an intuitive mobile experience, allowing users to navigate the circuit, book services, and explore with ease.
UXMethodology
UX
Methodology
Audit & Expert Review
We began by conducting a full UX audit of the existing app and website. Using heuristic evaluation, we uncovered key usability issues, broken flows, and missing functionalities, especially around event booking, navigation, and live content access.
Competitor Analysis
We analyzed top global motorsport and event platforms to benchmark best practices in live event coverage, digital engagement, and hospitality experiences. This helped us identify strategic features and content models that resonate with racing audiences.
Information Architecture
We restructured the site and app architecture by reorganizing content, grouping related services, and defining clearer journeys. This improved task flows for bookings, live updates, entertainment, and navigation within the circuit.
Sketches & mood board
Early design concepts were explored through sketches and mood boards to define the creative direction. We aligned the look and feel with the updated SAGP brand, focusing on energy, clarity, and immersive interaction.
Ideation Workshop
We hosted collaborative workshops with stakeholders to prioritize features, identify content gaps, and explore gamification opportunities. These sessions shaped the platform’s functionality and informed the UX strategy.
UI Design
Using our research and workshop findings, we created a modern, accessible UI system optimized for mobile and desktop. Visual consistency, clear CTAs, and flexible modules were applied to support a dynamic and engaging experience.
High-Fidelity Prototyping
We delivered an interactive high-fidelity prototype that showcased the final experience. The prototype allowed stakeholders to test the complete user journey—from booking and navigation to live race updates, before development began.
UXMethodology
UX
Methodology
Audit & Expert Review
We began by conducting a full UX audit of the existing app and website. Using heuristic evaluation, we uncovered key usability issues, broken flows, and missing functionalities, especially around event booking, navigation, and live content access.
Competitor Analysis
We analyzed top global motorsport and event platforms to benchmark best practices in live event coverage, digital engagement, and hospitality experiences. This helped us identify strategic features and content models that resonate with racing audiences.
Information Architecture
We restructured the site and app architecture by reorganizing content, grouping related services, and defining clearer journeys. This improved task flows for bookings, live updates, entertainment, and navigation within the circuit.
Sketches & mood board
Early design concepts were explored through sketches and mood boards to define the creative direction. We aligned the look and feel with the updated SAGP brand, focusing on energy, clarity, and immersive interaction.
Ideation Workshop
We hosted collaborative workshops with stakeholders to prioritize features, identify content gaps, and explore gamification opportunities. These sessions shaped the platform’s functionality and informed the UX strategy.
UI Design
Using our research and workshop findings, we created a modern, accessible UI system optimized for mobile and desktop. Visual consistency, clear CTAs, and flexible modules were applied to support a dynamic and engaging experience.
High-Fidelity Prototyping
We delivered an interactive high-fidelity prototype that showcased the final experience. The prototype allowed stakeholders to test the complete user journey—from booking and navigation to live race updates, before development began.
Conclusion
Conclusion
UX ConceptBy addressing key usability and design gaps, we helped SAGP transform their digital presence into an engaging, all-in-one experience for racing fans. The new app and website bring together booking, exploration, and real-time updates in a seamless interface, setting a new standard for digital motorsport experiences.
Expert review
Expert review
Expert review
Expert review
UiDesign
Ui
Design
UiDesign
Ui
Design
