Lifting a long-time publication into the digital age.
Bringing an industry into the digital age with a subscription-based user experience that offered deep functionality to the readers along with a much richer and varied media space for advertisers, coupled with a customised, intuitive content management system (CMS) for The Thoroughbred Report (TTR).
The opportunity
With a dedicated readership of more traditional subscribers, changing from a pdf publication to rich media would upset the user-base but was essential for TTR to continue as a profitable media agency.
The solution
Wanting to change what was a daily pdf publication into a sophisticated media platform, TTR needed expertise in researching, designing and building a digital solution.
Creating not only a rich mobile experience for the daily readership, a world-first for the horse-breeding industry, a major requirement was also a CMS experience for the client to easily author each edition and serve advertisers through paid media space.
Our Expertise.
Services
Research
Expert interviews
Ideation & concept validation
Design
Prototyping
User testing
CMS development
Web application development
Alpha trial
Technologies
React JS
Firebase
What we did.
Research & design
Wanting to change what was a daily pdf publication into a sophisticated media platform, TTR needed expertise in researching, designing and building a digital solution. Creating not only a rich mobile experience for the daily readership, a world-first for the horse-breeding industry, a major requirement was also a CMS experience for the client to easily author each edition and serve advertisers through paid media space.
Alpha launch & product validation
Opening up the product to a select group of readers would allow TTR to ascertain the demand for their product, while getting real feedback. The alpha launch was so successful that the site went viral within the community within days, and the feedback was very positive.
Continuous delivery
Using continuous delivery, we designed and built additional features in response to user needs, while the underlying business model is providing to be viable. The platform has become the publication of choice within the horse racing community, with the demand from readers and advertisers seeing a need to increase the core capabilities of the underlying technology.
