TAB NZ
Website for TAB NZ, a racing and sports regulatory body.
Overview
In 2023, TAB NZ entered a 25-year strategic partnership with Entain NZ, transferring betting and broadcasting operations while retaining oversight. This partnership ensures record funding for New Zealand's racing and sports sectors.
As part of the partnership, TAB NZ aimed to revitalise their online presence by updating their website with refreshed branding. This initiative was intended to modernise the platform, align it with the new strategic direction, and enhance user experience. The updated branding reflects the evolving identity of TAB NZ, incorporating a more contemporary look and feel.
Client: TAB NZ
Digital Agency: Brave Digital
Role: User Journey, Site Architecture, Wireframe, Prototype, Design, UX/UI
Approach
Following TAB NZ's new strategic partnership with Entain NZ, the organisation required a refreshed website. My responsibilities included identifying key user groups, and mapping out user journeys, which informed the new site architecture for a more user-focused experience. I then helped create wireframes to establish the website's layout and functionality, ensuring an intuitive user experience that aligns with user journeys and design goals.
I collaborated with Brave’s art director to develop an updated design system that incorporated a bold, vibrant aesthetic inspired by racing culture. The colour palette drew from New Zealand sports, taking colour cues from the colourful jockey jerseys, sports grounds and the iconic black associated with national teams.
Working closely with both the art director and developer, I helped define transitions and animations to create an engaging user experience while reflecting the energy, movement and excitement of the sport and racing world. The website also features bold typography and updated imagery and video
The final design also highlights TAB NZ’s crucial role in supporting the future of racing and sports in New Zealand, showcasing key statistics and contributions. The revitalised website effectively communicates TAB NZ’s new direction, enhancing user engagement and delivering a seamless experience that strengthens its connection with the community and stakeholders.
