PROBLEM

NASCAR needed an engaging strategy to capture fan interest and introduce new audiences to the Chicago Street Race

In our work with NASCAR, we observed increasing excitement around the races, but the absence of interactive experiences left many fans disengaged. Why weren’t we reaching them?

SOLUTION

COMPETITIVE ANALYSIS

The competition attracted a more diverse fan base and offered more interactive experiences and games.

While considering our research findings, we analyzed NASCAR's top two competitors to gain insights into their current product offerings and identify opportunities for NASCAR.

USER INTERVIEWS + THE GAP

There was a need to bridge the gap between existing fans and newcomers by providing interactive experiences that make the sport more approachable and engaging.

We conducted screeners and interviews with NASCAR fans and festival-goers. Our key insights revealed that NASCAR fans are drawn to the high-speed strategy of racing and possess a naturally competitive spirit, with their primary focus at events being the race itself. In contrast, festival-goers expressed interest in interactive experiences, inclusive activities suitable for all ages, and incentives or rewards that enhance their overall enjoyment.

the main insight

The main insight from the interviews is that both NASCAR fans and festival-goers seek immersive and engaging experiences that foster interaction and community

Major Insights

Engagement and Interaction

Both NASCAR fans and festival-goers value interactive experiences that allow them to actively participate and engage with the event.

Focus on Inclusivity

There is a shared interest in creating inclusive environments that cater to diverse audiences, emphasizing activities suitable for all ages and fostering a sense of community among participants.

Passion for the Experience

NASCAR fans are particularly passionate about the sport’s high-speed strategy and competitive nature, while festival-goers seek enjoyable, rewarding experiences that enhance their overall enjoyment of the event.

IDEATION

The top three ideas presented to our stakeholder were the Trivia Game, the Reaction Game, and the Activity Book.

As a team, we brainstormed solutions to our design problem and organized them into categories. From there, we selected the top three ideas that best aligned with key research insights to present to our stakeholders.

STAKEHOLDER BUY IN

The stakeholders approved all three ideas, though with some trade-offs.

I presented the key insights from our research, illustrating how they guided our proposed design solutions: the Trivia Game, Activity Book, and Reaction Game. After stakeholders approved all three, we transitioned into smaller teams to move each idea forward.

MOODBOARD

We envisioned the game from a driver’s perspective, putting players in the role of a Chicago Street Race driver reacting to flag signals.

The moodboard captured the essence of our game, outlining elements such as location, NASCAR Chicago branding, flag signals, driver’s perspective, logo design, and overall art direction.

USER FLOW

Wireframing

USER TESTING + STAKEHOLDER MEETING

We tested our low fidelity prototype on our peers for feedback

In user testing, some participants found the wait time for the flag too lengthy, which caused a bit of confusion. This issue was quickly resolved with our programmers afterward. Overall, the user flow and experience were smooth, intuitive, and easy to follow.

Then we shared it with our stakeholders to show progress and get them excited of our end product.

The stakeholders were highly engaged, consistently striving to achieve a better score with each attempt. They expressed eagerness to see our progress next meeting.

STYLE GUIDE

Visual Design

outcome

The 2024 Chicago Street Race

• 53,000 attendees at the NASCAR Street Race, boosting fan experience and engagement.

• Seamless integration of our web app into the NASCAR Tracks app for easy access to interactive features.

• QR codes in the Kidz Zone linked to interactive games, extending engagement opportunities.

• Media attention: Featured by Fox News for innovative contributions from Columbia College Chicago students.

• Showcased the real-world impact of our project in enhancing fan experiences at NASCAR events.

FINAL PROTOTYPE

Play the game!