NASCAR Digital Services Platform
UX / UI, Creative Direction
NASCAR wanted a website building product geared toward industry groups, many with limited resources and modest budgets. Deep collaboration between design and development produced a flexible, easy to use content management system that we could customize and reproduced quickly.
Solutions
Wordpress infrastructure provides robust support, stability and easy interface
Flexible publishing and multimedia tools well suited for diverse list of clients
Reusable components cut cost but can be restyled for custom look
Grid and responsive designs support mobile experience
Strategic and Design Considerations
For Phase 1, we built flexible components we could combine to fit our client’s unique needs. That approach cut costs while allowing visual flexibility and quicker deployments.
Phase 1 Sites
Shop RCR
Updated Richard Childress Racing’s e-commerce store with a cleaner, more modern look in addition to an all new mobile design throughout. We revamped the purchasing process with more visual elements and updated functionality to create a better user experience.
MRN – Motor Racing Network
Motor Racing Network is the primary source for NASCAR stock car racing and related radio programming. We redid the UI for their entire website, making it mobile friendly, upgrading their video and gallery hubs and integrating an archives feature for over a dozen shows.
Acceleration Nation
With Acceleration Nation, NASCAR seeks to engage young fans and increase interest in the sport. The new website needed educate newcomers, appeal to kids and align with the established brand guidelines for the ongoing marketing campaign.
Phase 2 Sites
With revenue from Phase 1, we built better components for more engaging, websites. My role shifted from hands on design to creative direction and management.
eNASCAR
The eNASCAR site engages young NASCAR fans by promoting esports’ competitions, leagues and officially sanctioned series. We needed a more interactive, visual site that could quickly capture attention and explain the sport to casual users. Multimedia – especially videos – would also play a key role.
NASCAR Foundation
The NASCAR Foundation supports children with health issues throughout the country. To emphasize the youth focus, the site needed to be bright, colorful and easy to navigate, which would catch attention and highlight content. From a business perspective, donations needed to be easy and straightforward.
Davey Allison microsite
Davey Allison was a NASCAR fan favorite who died in a tragic helicopter crash. 25 years later, he was being considered for the NASCAR Hall of Fame and we needed to capture his legacy and impact. We created an award winning microsite, using longform article templates and a new video hero to tell his story.
Launched over 20 sites as of Q1 2019, often with improved metrics. RCRRacing.com specifically saw key website metric increases from Q1 2016 to Q1 2017. (View Site)
+35%
Page Views
+41%
Unique Visitors
+30%
Overall Visits