Our Work

Cheltenham Festival Winner Trends

By May 17, 2019 May 20th, 2019 No Comments

Intro

Kindred wanted to maximise the amount of bets and sign ups they got during the Cheltenham festival. We helped them do this by creating a site that gives punters effective betting tips based on real data while being easily shareable due to its utility.

Intro

Kindred wanted to maximise the amount of bets and sign ups they got during the Cheltenham festival. We helped them do this by creating a site that gives punters effective betting tips based on real data while being easily shareable due to its utility.

Starting Points

Cheltenham Festival

Past Cheltenham Festival winners fit into a very specific set of trends. We wanted to capitalise on this by displaying these trends and using them to show the favourites to win this race.

This was topped off by a special offer exclusive to the Cheltenham Festival that was only shown once the favourite to win a race was uncovered.

Starting Points

Cheltenham Festival

Past Cheltenham Festival winners fit into a very specific set of trends. We wanted to capitalise on this by displaying these trends and using them to show the favourites to win this race.

This was topped off by a special offer exclusive to the Cheltenham Festival that was only shown once the favourite to win a race was uncovered.

Wireframe

Landing Page

The landing page was designed with the aim of explaining what the page was about and providing a clear way forward.

Wireframe

Landing Page

The landing page was designed with the aim of explaining what the page was about and providing a clear way forward.

Trends Page

The trends page was the core of this project. A list of trends, horses taking part in the race, and the relationship between them had to be clearly shown.

Trends Results

As different trends are selected, horses that do not fit in within them are greyed out until only a single horse (that fits within all previous trends) is left.

A special offer that had the aim of driving conversions was then displayed.

Trends Page

The trends page was the core of this project. A list of trends, horses taking part in the race, and the relationship between them had to be clearly shown.

Trends Results

As different trends are selected, horses that do not fit in within them are greyed out until only a single horse (that fits within all previous trends) is left.

A special offer that had the aim of driving conversions was then displayed.

Responsive Challenge

One of the most complex and at the same time fascinating phases was the responsive translation of the page, where the interaction experience was translated to mobile format while retaining the core elements of the site.

Phase 1

The main problem that we had to tackle was selecting a layout that would accommodate a large number of horses and trends at the same time.

Phase 2

We constantly challenged ourselves to keep interaction paths clear in order to make sure that the user is never confused as to what they had to do to make the page work.

Last Phase

The final problem that we wanted to solve was this: How do we retain the visual relationship between the selected trends and horse imagery shown in the main part of the page.

Responsive Challenge

One of the most complex and at the same time fascinating phases was the responsive translation of the page, where the interaction experience was translated to mobile format while retaining the core elements of the site.

Phase 1

The main problem that we had to tackle was selecting a layout that would accommodate a large number of horses and trends at the same time.

Phase 2

We constantly challenged ourselves to keep interaction paths clear in order to make sure that the user is never confused as to what they had to do to make the page work.

Last Phase

The final problem that we wanted to solve was this: How do we retain the visual relationship between the selected trends and horse imagery shown in the main part of the page.

Design

Typography

Design

Typography

Colours

Jockey and Horse Representation

Our challenge here was to create illustrations that are immediately recognisable by horse racing fans while at the same time being vague enough to pass through the strict regulatory framework the gaming industry operates in. The result can be seen below.

Desktop

Responsive

Bet Now

The final step in the journey is to nudge the user to place a bet on the race favourite by showing a Cheltenham exclusive special offer.

Final Result

The entire project was wireframed, designed, developed and deployed within a tight 4 week timeframe and achieved fantastic results. Take a look here:

View Website

Final Result

The entire project was wireframed, designed, developed and deployed within a tight 4 week timeframe and achieved fantastic results. Take a look here:

View Website

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