ABOUT

Brief : Yamaha Motor Europe tasked us with re-designing their Yamaha Racing dotcom. The brief called for a refreshed, modern and engaging platform that would act as the primary point of contact between racing fans and the brand.

Insight : After assessing the entire site and its interdependencies, we identified user issues and used these insights to inform our site map, IA and creative approach. Although the previous site had an abundance of content, that content wasn’t easily accessible. To remedy this, we ensured that the new design, though more visceral, presents key information in a clear and logical manner.

Solution : Armed with the findings from our own research we created a distinctive design and interface. A consistent filtering system allows racing fans to find results that are relevant to them and to surface related articles. And a results table in each segment homepage provides fans with quick access to the latest race results without revealing spoilers.

Yamaha Racing’s identity is strengthened with greater use of the brand’s colour palette, whilst bold grids and impactful imagery pump up the adrenaline. With an interface layer that presents content efficiently and responsively across all devices, Yamaha Racing is accessible wherever and whenever.

Results : As well as being more useful and accessible, the new site is bolder, more impactful and more stimulating.