Problem statement

Horse ownership in Australasia suffers from poor transparency, limited owner involvement, and weak communication. Owners are often excluded from horse selection and sales, with syndicators and trainers making decisions without their input or long-term planning. The industry lacks networking, hospitality, and respect for owners’ financial contributions, while subpar horse care and rushed training are common. Overall, the current model is impersonal and unstructured and fails to prioritise the owner experience.

Key Challenge

We will create a premium, user-friendly website that empowers racehorse owners with transparency, communication, and community. The platform will feature easy navigation, large fonts, and simple interfaces tailored for older, less tech-savvy users. Owners can track finances, receive live updates, and engage in horse selection. It will also offer social features, event invites, and educational content. The goal is to elevate and simplify the ownership experience.

The Process

We organised workshops and talked to users to understand their roles and daily tasks. We interviewed stakeholders and planners to shape how users interact with the system. Testing was done at every stage to ensure the user experience and flow were smooth and effective.

The Design

All the design components were designed in Figma and high-fidelity prototypes were shared with the stakeholders and the users.

The Results

One month following the initial release of Phase 1, the application has received exceptionally positive feedback.