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Fred

More than just a horse racing app because it focuses on building a community of horse owners who can share their experiences and knowledge with each other.

Identifying the pain points

We talked to the product owner and users to learn more about the app and its problems. We found that users are having trouble getting timely updates and information about their horses and that stakeholders are spending too much time manually updating race details. We went on working to fix these problems by simplifying the information architecture and making it easier for users to share information.





How we solve

Desk research on landscape analysis provides insights into incorporating opportunities and learnings from other social and horse-related apps. With that, combining the opportunities and the problem statements, we then connect the dots through the "How Might We" approach. 





Problem statements

How might we help to connect between the owners and syndicate?

Create a seamless onboarding experience that makes a good first impression and helps users connect with their horses and other horse owners and syndicates.


How might we inform users about their horses besides social media?

Highlight the overview of a horse that will help users get up to speed on the horse's achievements and well-being. And expand their social circle through mutual connections.


How might we engage Fred as a fun, enjoyable, and sharing community?

  • Incorporating silk patterns, which are worn by the riders. This relates closely to horse racing.

  • Keeping the language simple to understand while adding quirky slang in relation to horse racing adds a casual feeling.




Learnings

The app launched during the pandemic, affected by lockdowns and guidelines. Learned about the horse racing industry and its unique community, where owners have emotional attachments to their horses.




© 2023 by Regina Tan.

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