Role

UX Researcher & Product Designer

The IAM Team's project was an exciting collaboration with NASCAR Chicago, bringing together various disciplines. We developed three fun and engaging products for families attending the street race. These included interactive trivia to test NASCAR knowledge, thrilling reaction games against legendary drivers, and an educational print publication to captivate younger attendees.

I contributed to the user research for all three products but specifically worked in the small group that produced the NASCAR Chicago Street Race Activity Book. Our goal was to create experiences that were both entertaining and educational.

Overview

Research, Ideation, Brand Design, UI Design, Publication Design, Prototyping, User Testing, Programming, and Implementation.

Develop a web-based app featuring family-friendly activities and games.

Problem

Reaction Game

Engaging Fans with Interactive Learning

We crafted an interactive experience that challenges fans' NASCAR knowledge, deepening their engagement with the sport's history and drivers. This innovative and educational approach not only introduces new audiences to NASCAR but also fosters lasting connections, significantly enhancing their overall experience.

The research strategy included two screener surveys to understand the audience and gather essential data. One survey targeted general festival-goers, while the other was tailored for NASCAR fans. These surveys proved invaluable in gauging people's interests and provided profound insights into the potential reception of our interactive digital experiences and publications.

44%

Said they have participated in digital experiences or activities at festivals before

Competitive analysis

The competition successfully broadened its fan base by introducing more interactive experiences and games, appealing to a diverse audience.

Based on our research findings, we performed an in-depth analysis of NASCAR's two main competitors to understand their product offerings and identify strategic opportunities for NASCAR.

After analyzing screener results, conducting user interviews with select participants, and performing competitive analysis, personas were crafted to ensure our design process remained human-centered. Each persona focused on goals, motivations, fears, frustrations, tasks, needs, and technological proficiency. At each milestone, presentations were created and delivered to share research findings, provide possible directions, and bring the client into deciding on the next steps.

Activity Book

The Activity Book and downloadable Activity pages incorporate engaging illustrations, interactive activities, and educational content centered around NASCAR Chicago. These resources are designed to promote learning and engagement for participants of all ages.

Mood-boarding

The team drew inspiration from popular children's activities and coloring books, utilizing card-sorting techniques to identify the most relevant activities. Each concept was carefully crafted to emphasize themes of Chicago and NASCAR.

Iteration

Our spreads went through multiple iterations and reviews, including user testing with a group of children and young adults. This provided us with crucial insights into the difficulty level of our activity instructions.

Our final result was a 16-page matte stock publication that expanded on the NASCAR color palette, creating fun, friendly, and approachable layouts. This allowed NASCAR Chicago's younger attendees to express themselves creatively and expand their knowledge of the exciting sport during the event. In addition to the print publication, our web app, which houses all team products, also features a page of downloadable print sheets for creative enjoyment at home.

Final Designs