case study

The Horse of the Year Show

A hugely simplified buying process built around beautiful imagery

Background

The Horse of the Year Show is one of the most prestigious equestrian events in the world. Described by the organisers as “the finale to the showing year and the climax to the domestic show jumping year. It is a place which all horse owners and riders aspire to be a part of”. Running since 1949, and now staged at the NEC Birmingham and the entire event is organised by NAEC Stoneleigh.

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About the project

We were tasked with taking their fairly stuffy and dated site and turning it into a completely engaging celebration of the event that would really drive people to purchase tickets. There was a huge technical challenge of amalgamating 3 completely separate shopping carts into one look and feel so customers always felt like they were in the same environment throughout.

We introduced a tile led navigation to make sure that the user engaged with the fabulous imagery throughout.

Planning and development

Due to the complexity of the site and the multiple journeys within the overall site, we fully wireframed all options. The client had access to the prototypes throughout development via the collaborative tool InVision. Their feedback was taken on board as we fine tuned the framework until everyone was happy. We continued to communicate with the client throughout the build phase using another collaborative tool – Asana.

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Multiple shopping carts working seamlessly together

This was a very complex eCommerce site. Individual ticket sales were fulfilled via Ticket Factory. Season tickets, Hospitality, Champions Bar tickets, Hotel bookings, Shopping only tickets and Packages were all dealt with on site but all had completely tailored journeys. Season Tickets had the most complex journey as it required block, row and seat selection but this still only required 6 clicks through to basket.

 

Navigation through imagery

One resource we were spoilt with was the vast catalogue of spectacular imagery. We wanted this to be on show throughout because it was bound to help keep the visitors enthused so we build the navigation around it. Wherever you are on the site, you were remind you of what you could be missing without a ticket. With refined routes through to conversion on all platforms, the site was now in a position to become a hugely effective purchasing tool for the thousands of horse enthusiasts due to visit.

Navigation through imagery

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One resource we were spoilt with was the vast catalogue of spectacular imagery. The challenge was to get how do we pull it into what was essentially a shopping site. Ultimately the solution was simple – navigation through imagery. There was no escape – wherever you are on the site, you were constantly remind you of what you’d be missing if you don’t buy a ticket now. With the added bonus of refined routes through to conversion on all platforms, the site was now in a position to become a hugely effective purchasing tool for the thousands of horse enthusiasts due to visit.

Results

Content still to come

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