Supercars Mobile App

360 customer experience
Positioning Supercars at the forefront of digital

Attracting over 1.8 million Australians to the track each year, the Virgin Australia Supercars Championship is renowned as the premier motorsport category in Australasia, boasting over 1 million followers on social media and beamed to 244 million homes globally. Adrenalin was engaged to deliver a native mobile application (iOS, Android) to engage “second-screen” users and position Supercars at the forefront of digital within the Australian sporting and major event sector.
 

Supercars Mobile App

To better understand user profiles and interests of Supercars fans, our UX team conducted a series of in-depth-interviews with fans Australia-wide, as well as contextual immersion and in-field research. This robust qualitative research was supported by early-stage prototypes and usability testing to ensure the app interface would deliver against the key objectives of simplicity, engagement and intuition. Working with Supercars, we also analysed historical digital & broadcast behavioural patterns to identify opportunities for deeper engagement and conversion improvements for the new app.

  • User experience
  • creative app design
  • app development
  • API integration
  • Personalisation
  • Augmented reality
  • conversion optimisation
Supercars Mobile App

Live 3D car tracker

It was critical to architect a solution that remained intuitive and adhered to the principals of persuasive architecture. Working in a lean UX and agile build environment allowed the UX and development teams to create and test various components of the app as it was developed, constantly refining the solution and validating against client and user feedback. A key differentiator for Supercars is the live 3D car tracker and virtual track maps for all 16 track locations across Australia & NZ; fans can follow drivers via an interactive game-like interface. With pan and zoom features and complex API integration of real-time race timing feeds, fans are given the freedom to the follow the action how they want. 

Key innovations

Personalised results & leaderboards allow fans to follow their favourite drivers and teams. Fans can also personalise push notifications to get the latest news on their favourite drivers and teams. The integration of Augmented Reality enables fans to access additional information in the form of videos and 3D images by simply pointing their phone at markers to trigger the AR feature. While at events, attendees can use the interactive event map and planner to favourite points of interest, set reminders and see their location on the map.

Supercars Mobile App

Customization

Users can customize content across the app interface to their preference. We optimized the ticketing conversion funnel by creating prominent calls to action, with primary real estate on key pages dedicated to tickets and pricing. A simplified tab navigation with intuitive swipe functionality allows fans to quickly switch between the different Supercars categories with ease.

The new app floats in a connected digital eco-system for Supercars where integrated social chatter, video on-demand, automated notifications and a premium model for 3D Live Timing meld together. The Supercars app is a premium, high-octane and category-defining digital platform that drives innovation at every turn.