Buckmore Park is where Formula 1 champions like Lewis Hamilton got their start in racing. As Lead Product Designer, I redesigned the product to convert more users into paying customers.
10.5%00.0%
↳ more conversions
24.2%00.0%
↳ annual growth
Buckmore was attracting millions of impressions through content creators and motorsport growth. The product struggled to translate these impressions into revenue.
The business had to convert multiple customer types through the same digital entry point. Buckmore's audience ranged from first-time drivers, to serious racers and corporations.
Most people couldn't decide the most appropriate session for them. They had to make sense of racing formats and experience levels on their own.
The digital product needed to make the physical product easy to grasp, so users weren't burdened by figuring things out. Requirements, progression and expectations needed to be clear from the get-go.
First-time drivers, returning racers and corporate groups were given clear starting points. This removed the need to self-assess skill or eligibility.
Interactive storytelling created early buy-in. It gave cold traffic the context they needed, prior to booking.
I built progression paths to help users understand (1) where they are now and (2) what comes next. Opening a door to higher LTV.
I led the redesign end-to-end, working closely with stakeholders, directors and management. Together, we reshaped the IA (information architecture) to generate more conversions through the product.
The product was tested against live booking journeys. Each change strengthened the path from interest to booking, and led to more conversions.
Since optimising the product, the company has grown significantly. Receiving the green light to expand their offering with 'The Paddock': a 120-seat restaurant, development programme and simulators.