Formula 1

Unleashing the greatest racing spectacle on the planet

Outcomes

Digital Brand Identity, UX/UI, Product Proposition and Roadmap

Project story

As Formula 1 began a new era, with a new brand and new ambitions, they needed a digital experience to match. We asked users what they wanted to see from the future of racing, and created a product portfolio to break down borders and gets fans closer to the racing action.

I led on designs for the app and the live race data experience, contextualising the experience to the where and when the user would be interacting, and their level of knowledge of the sport.

A new look, for a new era

With a new era, came a new look. With a set of guiding brand principles, we developed a design language that could perform across all digital touchpoints.

We established rules for shape language, typography and interaction patterns to bring the new brand to life in the digital world.

Editorial

In the heat of a race weekend, editors could choose from a suite of editorial atoms to create rich and engaging editorial content. I designed context-specific states for the main pages, so editors could control the focus at different points in the season or race weekend.

At the push of a button, content could be published seamlessly across app and web.

Heightening the race weekend

Whether the user is at home or at the track, we created a live experience so that fans never miss a moment.

A race status tracker, a live blog and dynamic race hubs allow users to seamlessly transition into the live action. The fan is closer to the racing action than ever before.

A race track in the palm of your hand

Live data leaves the track, and arrives on the user’s device in a matter of seconds. To showcase F1’s rich dataset, we created a fast and dynamic live experience to match, including car and driver telemetry, and an interactive race map. This data brings the action to the fan’s sofa, offering greater depth and insight and allowing the fan to interpret their own race narrative.

I led clients in developing a streamlined version of the product, which would meet the needs of new users, while not isolating purists. I also developed with them a future vision of the product, including a key features and a roadmap to make that vision reality.