The W Series, an all-female single-seater racing championship, partnered with digital agency Organic to redesign and develop their website to showcase the brand’s growth since its launch in 2019.
The aim of the redesign was to make the brand stand out from other leading motorsport websites, including Formula 1 and Formula E, and attract more followers.
Organic was tasked with making the riders heroes, adding content to increase engagement and “selling” the brand’s purpose in a more compelling way. Functionally, this required a more intuitive navigation and discovery experience than their previous website.
As the W Series continues to grow and expand, the digital experience has been designed to express that sense of openness and expansion, with added visual flair to reflect the championship’s “disruptor ethos”. Data-driven research has shown that users want to know when races are happening and how to watch, and that fans often use mobile devices as second screens on race weekends.
These insights led to website structure, navigation and page designs that made information easily accessible. To make mobile use more effective, the designs ensured that users had a quick overview of the page content and could quickly and easily view additional content on the website.
Organic used certain areas of the website to stand up for the drivers, including a new mega menu built into the desktop experience and more prominent modules. The current season drivers are all visible in the mega menu and have their own profiles. There is also a “Featured Driver” module on the homepage.
The “About” section of the website has also been redesigned with an interactive timeline to highlight key moments and keep fans excited.
More complex elements of the website meant that Organic had to create a design system that met all of its requirements, including countdown timers and banners that could be updated during different phases of a racing weekend. The design system had to include reusable modules to provide a consistent user experience. For this purpose, Organic created a UI toolkit (UI sample library and UI module library), which consisted of button and form interactions, typographic styling, color concepts and a responsive grid system.
At the launch of the site, the agency also implemented new infrastructure so that the site can serve W-Series users worldwide while reducing costs, energy requirements and CO2 emissions.
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