IndyCar.com Audience Assessment
One intercept survey, targeted three separate times, insights galore
IndyCar is the U.S.-based open-wheel race series, and their website gets a huge amount of traffic from fans. The marketing department at IndyCar wisely decided to take a deeper look at who their website visitors were and what they were looking for before embarking on a major redesign.
My Role
My agency at the time (Williams Randall Marketing) was contracted to write and implement the survey, and to report on the results. I created the report, which informed IndyCar's redesign decisions.
The Goals
The goals of conducting web surveys with IndyCar.com website visitors include:
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Developing a picture of the audience groups who visit the website.
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Understanding what kinds of information they’re looking for.
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Understanding their perspective on IndyCar, as well as the IndyCar.com website.
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Understanding frustrations or pain points the website is causing its visitors.
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Gathering data about how the current website could be improved or redesigned.
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Recruiting volunteers for possible future research studies.
The Team
I was a UX team of one, collaborating with IndyCar's Marketing team.
