DRF
Client: Agency:
DRF Ruckus
Role: Year:
UI Designer 2019
The Daily Racing Form (DRF) is one of the world’s oldest horse racing media and wagering companies in the world. For its 125th year in business, the company approached Ruckus to create an unprecedented digital experience that would blow their customers away.
The Challenge: Ruckus was tasked with re-imagining DRF’s entire web experience to create the ultimate digital resource for horse race wagering players. The site needed to combine access to news coverage, complex handicapping and analysis tools, notes, and online wagering, all within a modern user interface.
My role: As the UI designer on this project, I collaborated closely with our UX designer to ensure the content was organized for easy navigation, allowing users to place bets and find current standings and news effortlessly. I also adhered to DRF's brand guidelines to ensure the look and feel were consistent and effective for such a content-heavy site.
Introducing an integrated experience was crucial. The original site had multiple conflicting user experiences across a plethora of content. Ensuring that a modern, interactive wager pad drove consumers through a logical purchasing funnel was crucial.
Results:
Seamless Integration Between Betting & News Features Increased Sales
Completely Personalized User Experiences
