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Iconic Horse Racing Venue


Making a case for the home of Irish horse racing

One of the iconic horse racing venues on the planet and the home of Irish racing, The Curragh needs no introduction. Over 2017 and 2018 The Curragh underwent a major redevelopment project, emerging in 2019 as a state-of-the-art facility that stands alongside the greatest racecourses in the world.

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Visual excellence that aligns with commercial objectives

The goals were straightforward. A visual presence that communicated the thrill and enjoyment of a day at the races. A navigation that prioritised common tasks and worked for regular visitors to the site. And an ability to showcase upcoming events and, by doing so, promote (and increase) ticket sales. The site leads with an outstanding video clip that puts the new Curragh front and centre. We worked closely with the client to ensure video did not compromise site performance in any way whilst retaining maximum impact.

What We Did

We completely redefined the information architecture to make access to key information easier. 90% of the content on the new Curragh site is within 2 clicks of the home page, compared to 70% of content requiring 4 clicks on the old site. We also focused on what mattered. We highlight upcoming events across the video at the top of the page to ensure visitors could find out what's on and (of course) go straight to book tickets. We also incorporated weather information (relevant to racegoers for all sorts of reasons) and further details about the location and surrounding area. We established that a large percentage of mobile visitors went straight to getting here information, and for that reason we made this particularly prominent on the mobile UI: a good example of how responsive design isn't just making things look good on mobile, but also re-thinking content and structure to suit specific needs on specific devices.

What we did

  • ux
  • architecture
  • cms
  • seo

The Result

A platform that ensured horse race lovers had information at their finger tips while simultaneously meeting The Curragh's commercial objectives.

With an iconic reputation, we wanted to ensure that the site represented everything that the venue had to offer. While always keeping laser focus on the KPIs for The Curragh, we were able to use our UX and UI expertise to drive users through the site effectively and create an enjoyable digital experience that would act as a preamble to the day at the races.

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