NASCAR
A high-impact digital overhaul for NASCAR’s website and mobile apps that boosted engagement, accessibility, and brand loyalty.
Role
Design Lead
Employer
SapientRazorfish
Platforms
Web, iOS, Android
Area
Website design, Digital products

Background
NASCAR (National Association for Stock Car Auto Racing) is a globally recognized motorsports organization best known for its fast-paced stock car racing events. NASCAR’s digital presence lagged behind user expectations:
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Outdated User Experience: The legacy website was cluttered, difficult to navigate, and not optimized for mobile.
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Fragmented Brand Experience: Multiple microsites and apps led to inconsistency in look, feel, and functionality.
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Missed Engagement Opportunities: With limited personalization and real-time data, fans struggled to follow live racing updates or engage with the brand beyond race day.
As the Lead Designer, I oversaw interface design, and visual brand updates, collaborating closely with NASCAR’s product management, development, and marketing teams to deliver a unified, modern digital experience.


Approach
From the outset, we cast a wide net of user research—fan surveys, interviews, and competitive analysis—to identify the biggest hurdles with NASCAR’s existing digital platforms. Our core strategy focused on shaping a cohesive visual language that married the brand’s iconic heritage with modern design elements, employing a responsive framework to deliver a seamless experience on desktop and mobile, and simplifying the overall navigation to surface priority features within two taps or clicks. Alongside these efforts, we led a full redesign of the live mobile app to provide real-time race updates and effortless video streaming, and reimagined NASCAR Fantasy to be more accessible, engaging, and fun for users. Through close collaboration with developers, product managers, and data analysts, we iterated based on continuous feedback and performance data—ensuring NASCAR’s editorial content, stats, and interactive features were consistently optimized.

Redesign of the NASCAR RaceView Mobile app

Redesign of the NASCAR FANTASY LIVE experience
Impact
Upon launch of the new NASCAR.com and updated mobile apps, the improvements quickly bore fruit. Based on data from the project’s first season:
7.2M
Average monthly unique visitors, a 15% increase
+50%
Increase in NASCAR FANTASY LIVE registration
+35%
Race-day visits