Formula-E

Formula E is a cutting-edge electric vehicle racing series that brings together high-speed motorsport with a strong focus on sustainability and technological innovation. As the series grows in popularity and global reach, our digital platforms — including the website, mobile app, and other user interfaces — play a crucial role in engaging our fans, providing real-time race information, and communicating our commitment to sustainability. The client was seeking a comprehensive UX audit to assess the usability, effectiveness, and overall user experience of our digital presence. The goal of this audit is to identify areas for improvement and provide actionable recommendations that will enhance user satisfaction, increase fan engagement, and streamline our digital offerings to better serve our audience.

Formula-E

Formula E is a cutting-edge electric vehicle racing series that brings together high-speed motorsport with a strong focus on sustainability and technological innovation. As the series grows in popularity and global reach, our digital platforms — including the website, mobile app, and other user interfaces — play a crucial role in engaging our fans, providing real-time race information, and communicating our commitment to sustainability. The client was seeking a comprehensive UX audit to assess the usability, effectiveness, and overall user experience of our digital presence. The goal of this audit is to identify areas for improvement and provide actionable recommendations that will enhance user satisfaction, increase fan engagement, and streamline our digital offerings to better serve our audience.

Type of Project:

Automotive

Summary:

UX audit and opportunities.

Company:

Wongdoody x Infosys

/ Research

Key Focus Areas for UX Audit
  1. Navigation & Information Architecture
    • Ensure users can easily find key information such as race schedules, live results, driver/team stats, and sustainability initiatives.
    • Identify and resolve any potential friction points in the user journey.

  2. Content & Brand Alignment
    • Review whether the messaging around electric vehicles, clean energy, and innovation is effectively communicated.

  3. Race Information & Streaming Experience
    • Assess the clarity and accessibility of live race data, including position tracking, lap times, and race updates.
    • Understand how we can convert new fans, by ensuring they can understand the rules and have a place to watch.
    • Identify improvements for real-time interaction with fans during races (e.g., Fanboost, live polls).

  4. Mobile & Cross-Device Experience
    • Evaluate the user experience across mobile, tablet, and desktop to ensure that all users receive a consistent, responsive, and high-quality experience.
    • Assess the mobile app for usability and any gaps in functionality compared to the desktop version.

  5. Fan Interaction & Community Engagement
    • Examine how the platforms support fan engagement through interactive features like voting, social media integration, and user-generated content.
    • Identify any barriers that might prevent fans from fully participating in community-driven features.

/ Understanding the problem

To create a better experience for both existing fans but also convert users to the sport by providing them with enough information and incentives.
Brand Awareness: Bringing the brand to new audiences globally. Decrease in costs to acquire new fans.
Brand Engagement: Creating more ways in which fans want to engage with the Formula E brand. Increase in overall marketing return on investment (ROI).
Brand Advocacy: Driving a deeper sense of connection with fans, increasing loyalty and ultimately time spent with Formula E.

/ Solution 1

Redesign the website and app to more effectively communicate the brand’s identity, creating a compelling first impression. Focus on putting fans at the heart of the experience, ensuring that every interaction feels engaging, intuitive, and aligned with Formula E’s values of innovation and sustainability.

/ Solution 2

Leverage AI-driven insights to empower new fans with intuitive wayfinding features, allowing them to personalise their experience and easily explore the topics that matter most to them.

/ Solution 3

Create interactive learning experiences that allow new fans from around the world to explore and discover the sport in engaging and enjoyable ways.

/ Solution 4

Keep new fans updated with the race action and predictions via a second screen AI companion that enables them to personalise their race centre experience through interactive live insights.

/ Solution 5

Enable new fans to deepen their connection with the sport after each race and easily plan to attend an E Prix with friends and family through a seamless global ticketing platform.

/ Solution 6

Foster community engagement by keeping new fans updated with race action and predictions, while offering opportunities to participate in leaderboards, polls, and access exclusive content about their favourite teams and drivers.

/ Solution 7

Ignite fan debates and fuel social conversations by allowing fans to make race win predictions using AI. Fans can customise their own cars, select drivers and race tracks, and see how their setups compare to others through an AI predictor. Additionally, fans can learn how factors like battery levels, weather, and other conditions will influence race outcomes.

/ Solution 8

Allow fans to discover the technology behind Formula E cars through interactive AR visualisations. These immersive experiences will enable fans to explore the intricate details of the cars, from their electric powertrains to aerodynamic features, in a dynamic and engaging way. Fans can easily share their AR discoveries on social media, helping to spread excitement and knowledge about the sport.

Next Project