Indy Racing Experience

Competitive Analysis · Wireframing · Prototyping · Guerrilla User Testing · Gathering Data · Synthesis

Overhaul of a high-friction racing ride-along checkout experience, turning an abandoned registration path into a streamlined, high-converting prototype.

Indy Racing Experience puts consumers into real IndyCar race cars around iconic speedways. Despite strong brand excitement, their legacy booking system suffered severe drop-offs: customers were confronted with confusing multi-step forms, unclear scheduling calendars, and ambiguous package pricing.

George ran competitive benchmarking and guerrilla user testing to identify the exact moments of visitor hesitation. He synthesized the findings into an interactive Adobe XD prototype that established an intuitive, visual vehicle-selection and date-booking workflow before writing the frontend registration interface.

Attributed Outcome

Improved user experience significantly raised consumer opinion of the brand, reduced checkout abandonment, and dramatically decreased customer support ticket volume.

Source: Client Engagement Record (2021)