PROBLEM CONTEXT
The fantasy racing game currently experiences lower than expected engagement rates
Current data showcases short session times characterized in bursts only during race weekends.
67%
Retention rate
(Month on Month)
3m-5m
Session duration
4-6
Logins Per User / Race Weekend
Product Challenge
These metrics represent game engagement patterns during a race event, which translate to Low Avg Session Times and Frequencies. This means that race fans don’t utilize the product a lot during the course of a race weekend!
Business Challenge
INDYCAR intend to utilize this Fantasy Racing Game platform to incentivize and enable marketing and ad impressions for their most valued sponsors and therefore desire greater product engagement.
PROBLEM STATEMENT
How might we enable greater engagement on the fantasy game during INDYCAR’s race events
SOLUTION BREAKDOWN
Designed and executed a user study to uncover behavioral patterns in fantasy gaming amongst INDYCAR fantasy users and consequently discovered 3 key engagement barriers -
Experienced users spent most of their time on 3rd party sports news websites to find driver/race data and stats and ONLY utilized the game to update their picks.
Novice users often missed crucial in-game deadlines to lock-in predictions.
Feature 1 - Race Performance & Data Modal
The race performance and data modal is a single page layover designed to enable better in-game decision making for each race week by showcasing a detailed breakdown of current driver performance and statistics.
Chosen for higher feasibility and execution - INDYCAR hold all proprietary race and performance data, but lacked a usable and accessible mobile first design pattern to communicate this data to INDYCAR fantasy users when gaming.
SCROLLABLE PERFORMANCE DATA MATRIX
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