USTrotting Phase 2 – Ideation

Whiteboard Ideas
Brainstorming Generation
Business Process Flow
Mobile Card Interaction Video
Week At A Glance Interaction Video
Redesign Flow
My Racing Low Fidelity
My Racing High Fidelity
Google Analytics and Search Terms
Homepage Low Fidelity
Data Table Low Fidelity
Horse Profile Low Fidelity
Dashboard Low Fidelity
Whiteboard Ideas
Brainstorming Generation
Business Process Flow
Mobile Card Interaction Video
Week At A Glance Interaction Video
Redesign Flow
My Racing Low Fidelity
My Racing High Fidelity
Google Analytics and Search Terms
Homepage Low Fidelity
Data Table Low Fidelity
Horse Profile Low Fidelity
Dashboard Low Fidelity
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Interaction Video

Low Fidelity Interaction Video (Week at a glance)

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Interaction Video

High Fidelity Interaction Video (Week at a glance)

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My ideation process began with whiteboard-driven brainstorming sessions focused on adapting proven functionality from similar industry platforms. With USTrotting’s clearly defined user roles, we mapped functionality to specific user types, ensuring clarity and alignment.

These highly collaborative sessions emphasized the preservation of critical legacy features while reimagining the user experience. I meticulously documented essential functionality to ensure continuity in the redesign.

A standout concept that emerged was My Racing—a personalized dashboard that offers users immediate access to racing statistics, track updates, records, and relevant news in one intuitive interface. This concept evolved into My USTrotting, empowering users to tailor their experience and eliminating the need to navigate multiple subdomains.

User Experience Challenge
Extended Data Interactivity

To improve fragmented data access, I proposed shifting from domain-based segregation to a context-driven model, grouping related data by subject to enhance usability and cohesion. Collaborating with front-end and back-end teams, we explored implementation paths and design approaches that prioritized end-user needs while acknowledging technical complexity.

Revenue Challenge
Advertisement Income

USTrotting monetized various site areas through equine and general ads. I enhanced this model by designing and implementing contextual ad placements, which enabled targeted messaging aligned with user interests, thereby boosting engagement and driving additional revenue.

User Experience Challenge
Brand Confusion

To address brand confusion and improve search visibility, I designed new logo variations that align with how users search for the organization (“ustrotting” vs. “USTA”). After presenting the solution to leadership, it was approved, and the new branding is being implemented to strengthen digital recognition.

User Experience Challenge
Additional Questions

What if ‘My Racing’ was more than racing information?

What would ‘My USTrotting’ look like with user preferences?

USTrotting Case Study

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