Royal Arion Club
As Design and Strategy Lead, I led the transformation of the UK horse racing experience into a comprehensive digital platform. I led the development of an integrated solution that centralized fragmented communication between trainers and owners, pioneered the first unified race streaming service, and created accessible entry points for newcomers to the sport. The platform now serves 350+ members and has established partnerships with luxury brands and concierge services, fundamentally changing how stakeholders engage with horse racing.
My contribution
Product Design
Project Lead
The team
2 Designers
Redefining Industry Communication
The horse racing industry suffered from fragmented communication and scattered information systems, creating friction between trainers and owners. I conducted extensive stakeholder interviews and industry analysis to map these pain points. By designing a centralized communication hub within the app, I transformed how performance updates, race entries, and horse conditions are shared. The solution includes video updates, voice recordings, and comprehensive horse data, creating a seamless flow of information that has significantly improved owner satisfaction and trainer efficiency.
Breaking New Ground
I tackled the complex challenge of creating the industry's first unified streaming platform. Previous attempts had failed due to licensing and technical barriers, but through strategic negotiations, I helped established long-term agreements with multiple tracks and organizations. I designed a sustainable revenue model combining licensing fees and user subscriptions, creating a pioneering centralized platform for live race streaming and data visualization that has become an industry standard in India.
Concierge Services
Recognizing the sport's intimidating barriers to entry, I conceptualized and implemented the Equine Concierge service. This innovative feature provides guided pathways for newcomers to enter the sport, offering expert assistance in horse purchasing, syndicate formation, and ownership management. The service has successfully lowered entry barriers while maintaining the sport's prestigious nature, attracting a new generation of racing enthusiasts and expanding the platform's user base.
Luxury Partnerships
I identified an opportunity to enhance platform value through strategic luxury partnerships. By developing an exclusive events platform and curated brand editorial, I created additional revenue streams while addressing our users' lifestyle interests. These partnerships now provide members with access to premium experiences and exclusive discounts, significantly increasing platform engagement and contributing to our rapid growth to 350 members. This strategic expansion has transformed the platform from a utility tool into a comprehensive luxury lifestyle destination for the equestrian community.
