Between 2016 and 2021, I collaborated with Dorna Sports to design and optimize landing pages for MotoGP and WorldSBK VideoPass subscriptions.
By focusing on user-centered design principles and iterative testing, we achieved significant improvements in user engagement and conversion rates.
Context:
Dorna Sports aimed to increase subscriptions for their MotoGP and WorldSBK VideoPass services. However, the existing landing pages lacked visual appeal and clear calls to action, resulting in suboptimal conversion rates.
Problem:
Low conversion rates due to unengaging landing pages.
Lack of clear communication about the value of VideoPass services.
Poor user experience and navigation on the landing pages.
2. Task
Objective:
Redesign the landing pages to improve visual appeal, user experience, and conversion rates for the VideoPass services.Responsibilities:
Conduct user experience analyses and A/B testing to identify effective design improvements.
Create interactive prototypes and wireframes to visualize user flows.
Design and implement visually engaging and user-friendly landing pages.
Research:
Conducted user experience analyses to identify pain points and areas for improvement.
Utilized A/B testing to evaluate different design approaches and determine the most effective solutions.
Design:
Created interactive prototypes and wireframes to visualize user flows and iterate on designs quickly.
Designed visually engaging layouts that effectively communicated the value of the VideoPass services, including:
Highlighting key features: Access to live and on-demand races, exclusive content, and availability in various territories.
User experience optimization: Intuitive navigation and clear call-to-action buttons to guide users through the subscription process.
Responsive design: Ensured optimal viewing experiences across all devices (desktop, tablet, mobile).
Visual engagement: Incorporated high-quality visuals and multimedia elements to capture the excitement of MotoGP and WorldSBK.
Implementation:
Collaborated with development teams to implement the redesigned landing pages.
Monitored user engagement and conversion rates post-launch to measure the impact of the changes.
Impact:
Increased user engagement: The visually engaging layouts and multimedia elements captured users’ attention and interest.
Higher subscription rates: The clear calls to action and intuitive navigation led to improved conversion rates.
Enhanced user experience: The responsive design ensured a seamless experience across all devices.
Key Learnings:
A/B testing is a powerful tool for identifying effective design improvements.
Visual appeal and clear communication of value are critical for driving conversions.
Responsive design ensures a consistent and optimal experience across devices.
