CODE19.AI

CODE19 Racing set out to reimagine the digital experience for autonomous motorsports by designing a user-centered platform that meets the unique needs of fans, sponsors, engineers, and drivers. The goal was to transform the website into an engaging, innovative hub that delivers real-time value and strengthens the brand’s leadership in a rapidly evolving industry.

My Role: Lead UX Designer

Timeline: October 2024 - December 2024

Impact: Reduced bounce rate, improved user engagement, delivered a scalable design system

Impact

70%

// Engagement

Motorsports fans engage with teams digitally before live events.

45%

//Growth

Growth is projected for AI-powered racing analytics in the next 5 years.

25%

//Sponsorship

Increase in brand sponsorships is driven by digital engagement.

the Prompt

How might we transform CODE19 Racing’s website to communicate their innovation and boost engagement across diverse audiences?

Understanding the Need
for Innovation

Understanding the Need for Innovation

To understand the landscape I conducted a comprehensive research phase to uncover digital trends, stakeholder needs, and user pain points within the motorsports ecosystem.

Analyzed leading motorsports websites and industry publications to identify best practices in fan engagement, AI integration, and digital storytelling.

Mapped out the motorsports digital landscape, identifying key players (fans, sponsors, engineers) and their influence before, during, and after race events

Evaluated the existing CODE19 site, revealing high bounce rates and short session durations, signaling a disconnect with both fan and sponsor expectations.

Gathered insights from fans, enthusiasts, and industry professionals through targeted surveys to validate findings and surface unmet needs.

INDUSTRY INSIGHTS

In the second phase, we shifted focus to direct engagement with drivers, engineers, and fans. By gathering insights from over 30 survey responses and conducting field studies at the Indianapolis Motor Speedway,

As a sponsor, I want to see clear data on team performance and partnership opportunities. On most racing sites, this information is either missing or buried.

I follow F1 teams like McLaren and Red Bull because their websites make it so easy to find race highlights and behind-the-scenes videos. With CODE19, I wish there.

I'm just getting into autonomous racing, and I want a simple way to understand the basics and see upcoming events.

As a potential sponsor, I need quick access to technical stats and partnership information. Right now, it takes too long to find what I need on the site, which makes it harder to evaluate opportunities with CODE19.

Secondary research

Our secondary research revealed that digital engagement and sponsorship in motorsports are shaped by evolving fan expectations, the growing importance of real-time data, and the need for tailored B2B and B2C experiences. These insights highlighted critical opportunities for CODE19 Racing to enhance its digital presence and value for all stakeholders.

Over 70% of motorsports organizations cite B2B sponsorships as essential for financial stability and innovation

International Journal of Sports Marketing and Sponsorship

Over 70% of motorsports organizations cite B2B sponsorships as essential for financial stability and innovation

International Journal of Sports Marketing and Sponsorship

For B2B platforms, usability is critical for lead generation. Clear navigation, prominent call-to-action buttons, and readily accessible information are essential.

B2B Website Usability for Converting Users into Leads and Customers

For B2B platforms, usability is critical for lead generation. Clear navigation, prominent call-to-action buttons, and readily accessible information are essential.

B2B Website Usability for Converting Users into Leads and Customers

F1 teams leverage social media to engage both established and new audiences. Established teams use brand heritage focus on dynamic content for fans.

How Formula One racing embraced digital and social media to engage fans

F1 teams leverage social media to engage both established and new audiences. Established teams use brand heritage focus on dynamic content for fans.

How Formula One racing embraced digital and social media to engage fans

Digital marketing strategies—such as social media, online reviews, and personalized content are now pivotal in influencing B2C purchasing.

International Journal of Creative Research Thoughts

Digital marketing strategies—such as social media, online reviews, and personalized content are now pivotal in influencing B2C purchasing.

International Journal of Creative Research Thoughts

over

26%

increase in sponsorship deals. The number of corporate sponsors surpassed 300 for the first time, with over half being American companies

over

26%

increase in sponsorship deals. The number of corporate sponsors surpassed 300 for the first time, with over half being American companies

over

61%

of F1 fans engage with F1 content daily, reflecting a shift toward always-on, digital-first fandom

over

61%

of F1 fans engage with F1 content daily, reflecting a shift toward always-on, digital-first fandom

over

26%

increase in sponsorship deals. The number of corporate sponsors surpassed 300 for the first time, with over half being American companies

over

61%

of F1 fans engage with F1 content daily, reflecting a shift toward always-on, digital-first fandom

Key Oppurtunities

How might we provide users with real-time information about races, technical data, and their surroundings so they feel more secure and engaged?

How might we adopt a bold, motorsports-inspired visual identity to strengthen brand recognition and emotional connection across all digital touchpoints?

How might we better utilize waiting periods to provide users with enjoyable and value-adding A, such as live insights, BTS content or social engagement?

How might we design persona-driven user flows and content that cater to the unique needs of fans (B2C), sponsors/partners (B2B), engineers,

and drivers for improved engagement and satisfaction?

How might we solve this

Site Map

User Flows

Information Architecture

Design System

Wire frames

SOLUTION

VIEW LIVE PROJECT

Limitations & key takeaways

While developing the CODE19 Racing digital platform, several challenges and growth areas emerged that shaped the project's direction and outcomes:

Data Integration Complexity: Integrating seamless, real-time data feeds from multiple sources was technically demanding and required ongoing collaboration with third-party providers.

Balancing Diverse User Needs: Addressing the unique expectations of fans, sponsors, engineers, and drivers led to careful prioritization of features and sometimes necessitated trade-offs in interface simplicity.

Resource Constraints: Limited time and resources restricted the scope of usability testing and delayed the implementation of advanced features like AR/VR experiences.

Change Management: Encouraging a digital-first, user-centered mindset across all stakeholders required persistent communication and education.

Next steps

Iterative User Testing: Expand usability testing with broader user segments to validate design decisions and uncover new pain points.

Feature Expansion: Gradually introduce advanced features—such as interactive analytics, AR/VR modules, and enhanced sponsor dashboards—based on user feedback and evolving technology.

Continuous Data Optimization: Strengthen partnerships with data providers to improve the reliability and richness of real-time race insights.

Stakeholder Engagement: Foster ongoing collaboration with internal teams and external partners to ensure the platform evolves in line with both business goals and user expectations.